From Ghana to Global: Naana Daniels' Journey with Honam Naturals and the Power of Intellectual Property
Originally from Ghana, Naana Daniels’ venture into skincare solutions with her brand, Honam Naturals, was prompted by her personal struggle with lupus and scleroderma, conditions that affected her skin. Naana attributed her conditions in part to environmental factors, which led her to adopt a non-toxic, sustainable lifestyle.
Commitment to Sustainability
Honam Naturals is a skincare line that caters to all skin types and embodies a commitment to sustainability and non-toxic living. The choice of aluminum containers, for example, was a deliberate one, as they are lightweight, heat and cold resistant, and easily recycled and repurposed. They also extend a product’s shelf life.
This dedication to sustainability underscores Naana's belief that personal well-being is intricately tied to the health of the planet, and resonates with those seeking not just skincare, but a holistic, mindful approach to their lives.
The Crucial Role of Trademark in Honam Naturals' Growth
As Honam Naturals gained traction, a pivotal moment arrived when an Instagram contest connected Naana with an investor, who asked whether she had a trademark. Undeterred by limited resources, Naana recognized the importance of this legal protection, which helped solidify her brand's legitimacy in the eyes of business leaders like Amazon and Walmart.
Naana's Purpose-Driven Venture
In 2019, Naana left her full-time job and launched her second venture, hair care brand “Sisslet Curls N’ Coils”, in honor of her late mother. This brand secured a place on Walmart shelves, marking a significant milestone in Naana's journey. She is currently in the process of trademarking this sub-brand.
Word of Naana's products spread, resonating with those dissatisfied with conventional solutions. A woman in Florida battling autoimmune disease sought out Honam Naturals for its toxin-free promise – and loved it so much her husband was willing to travel for it. A family friend grappling with severe psoriasis also found solace in Naana's creation. The significance of her products’ impact served as a reminder to Naana of the value of her intellectual property.
For Naana's customers, Honam Naturals represents a conscientious approach to skincare. Naana's success is a testament to her determination, innovation, and resolute commitment to a healthier, non-toxic world. It demonstrates that positive change in skincare practices can be achieved through purposeful choices.
Honam Naturals is now trademarked in Canada and recently in Ghana, and is available for purchase in Canada, the US, South Africa, Ghana, and more. Her sub hair care brand, “Sisslet Curls N’ Coils”, is currently available where Honam Naturals products are sold. She hopes to continue expanding her product range for skin and hair care, making it available in more international markets.
A Regional Conference on Intellectual Property
In May 2023, Naana Daniels participated as panelist to share her experience with other women entrepreneurs at WIPO’s regional IP conference in Kigali, Rwanda. The conference convened over 120 women entrepreneurs in agribusiness from various African countries. Its aim was to empower these entrepreneurs by equipping them with the knowledge and resources to enhance their businesses.
The conference served as a platform for knowledge exchange. Entrepreneurs, often referred to as 'agripreneurs’, shared their experiences in brand development, discussing both challenges and successes within the IP system. For others, it provided an opportunity to gain new perspectives on leveraging IP to enhance business value.
The Regional Conference on Intellectual Property for Women in Agribusiness was organized in Kigali, Rwanda, from May 15-17, 2023, through a collaborative effort between WIPO, the African Union Commission, the Government of the Republic of Rwanda, and the Regional IP Organizations (ARIPO and OAPI). The conference received financial support from the Japan Patent Office (JPO).
The conference aimed to empower African women entrepreneurs in agriculture by providing them with knowledge and resources to thrive in their businesses.