Chic Afrique has moved to a location that's double in size, but what customers see is only the tip of the company's business. "Ninety percent of our sales are online," reports Victoria Onwuchekwa, founder/chief cook and bottle filler at the natural cosmetics store now located at 3943 Lancaster Avenue.
Now offering over 30 products in its cosmetics line, Chic Afrique began as a kiosk at the Echelon Mall nearly three decades ago. Onwuchekwa had just completed her Master's degree in pharmacology at Long Island University, where she became fascinated by the chemistry of cosmetics. While in search of a dissertation topic, Onwuchekwa's mother, who is a pharmacist, suggested she pick a topic near home, and Onwuchekwa embarked on a study of shea butter, a common ointment in Africa that's been growing in popularity here in the US.
"Science, chemistry and pharmacology came easy to me," says Onwuchekwa. "I decided to do something extra on the side." Combining art and science, she developed simple emulsions that are still the basis for an extensive offering that includes body butter, souffle, lotion, soap, hair oil and butter, shampoo, conditioner and even candles.
Onwuchekwa's philosophy in developing products comes from the life cycle. Watoto has ingredients gentle enough for a baby; Karite is meant for a growing child's scrapes and rashes; Okuma is for a young girl who wants to smell nice; Saronia has a potent scent meant to attract suitors, and Ife, which means love, contains turai, a Senegalese aphrodisiac. Onwuchekwa counts all ethnicities among her loyal patrons, and also offers custom labeling for business to business sales locally, nationally and internationally.
Chic Afrique moved from the Echelon Mall to The Gallery at Market East, first in a kiosk and then in a retail shop. Onwuchekwa then expanded to 7th and Walnut streets for a decade; after a brief period doing only wholesale, she opened up another retail spot at 3874 Lancaster just last year.
Less than two months ago, Onwuchekwa's landlord called to offer the much more spacious storefront a block west. It allows shoppers a peek into Onwuchekwa's open kitchen/laboratory, which occupies the entire back half of the expansive space. The business also has three employees.
The building was previously occupied by Grace Church and Community Center, as evidenced by the sign that still hangs above the door. Business hours are Monday through Saturday from noon to 7 p.m.
Source: Victoria Onwuchekwa, Chic Afrique
Writer: Sue Spolan