Profile: Cécilia, Founder of Provial Cosmetics

Muriel Berradia and Jocelyn Bariteau, founders of Nuhanciam, are committed to showcasing female entrepreneurs in order to highlight the talent around them. Today, we’re featuring Cécilia, founder of Provial Cosmetics, who works closely with Nuhanciam. A woman with a big heart who is working to provide a comprehensive beauty line designed for mixed-race and Black skin. Get to know her!
Entrepreneur Profile: Cécilia, Founder of Provial Cosmetics

Could you introduce yourself in a few words?

My name is Cécilia, and I’m the founder of the Provial Cosmétics concept store and the website www.ethnilink.fr. I’m passionate about the unique characteristics of mixed-race and Black skin, as I myself am of Spanish, Beninese, and Brazilian descent.

A product line for people with mixed-race to Black skin tones

What inspired you to open your concept store?

What motivated me to create my concept store was the lack of advice and support in the market for curly to kinky hair and skincare for people of mixed-race and Black heritage. Having previously worked in the field of balneotherapy, I wanted to offer an intimate space for exchange and sharing, where everyone can find the right guidance to get the most out of their products.

What service, offering, or feature do you want to provide to your customers that sets you apart from existing retail locations (what makes you unique)?

To do this, we use our own Thalgo L'Imétric skin diagnostic device, which allows us to better address our clients’ needs, along with hair diagnostics, personalized advice and follow-up, and workshops throughout the year, as well as hairstyling, facials, and makeup—all accessible to everyone since we offer them free of charge.

High-quality products for medium to dark skin tones

What challenges did you face when setting up your concept store?

The biggest challenge we faced when we launched in 2004 was building trust. Customers, disappointed by what traditional African-American stores had to offer, were afraid to try new product lines. Today, the market has changed significantly, but back then, many of today’s brands didn’t even exist yet. Our collaboration with Nuhanciam has been a truly wonderful human journey. They offer high-quality products and are attentive to their customers and partners, helping people with medium to dark skin tones look their best. Today, we thank all our customers who have placed their trust in us for the past 14 years.