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A Nigerian skincare group has expanded into the baby-care market, opening a new business line targeted at babies, parents and caregivers.
The new venture was officially unveiled on August 28, coinciding with the first birthday of Dudi, daughter of the group’s founder, Dr May Amamgbo, who inspired its creation.
Amamgbo said the idea began from a personal experience but was developed with a broader market in mind.
“It started from a very personal place for me, but we quickly realised that the idea could become something much bigger. We wanted to create a baby-care brand that speaks directly to the needs of babies, parents and caregivers,” she said.
The move marks an expansion for L’Avyanna Beauty Group, which has built its business around facial and body skincare products, including facial cleansers, vitamin C creams and serums, masks, anti-acne products, body lotions, oils and sun-protection products.
The group is now using the new venture to test its presence in a different consumer category, where parents’ concerns around ingredients, formulation and product suitability are particularly important.
“When you are creating products for babies, you have to be even more deliberate. Parents are putting their trust in you, so we have to pay close attention to the ingredients, the formulations and the experience we create around the products,” Amamgbo explained.
The launch attracted parents, children, customers, business partners and other invited guests, turning the unveiling into a broader celebration of family and childhood.
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The company’s strategy, however, extends beyond physical products.
Through Dudi Baby, it has also developed Dudi World, a children-focused storytelling platform featuring characters including Dudi, Chika, Kofi, Nia and Puffy Cloud. Short-form animation and digital storytelling are expected to form part of the initiative.
Amamgbo said the wider vision was to create something that could grow alongside families.
“We don’t want this to be just another baby-care product. We want children to know the characters, enjoy the stories and grow with the brand, while parents see it as something they can trust,” she said.
The expansion also builds on the group’s wider activities in the beauty industry, including its Beautypreneur Initiative, which seeks to create entrepreneurship opportunities for women.
For the founder, the latest move is therefore part of a broader effort to build businesses around products, storytelling and economic opportunities.
“We are starting with products, but our vision is much broader. We want to create a Nigerian brand with a strong identity, meaningful stories and opportunities for people within that ecosystem,” Amamgbo said.
The new business is now available for purchase following its August 28 unveiling.
