African VC Eloho Omame Spotlights Opportinities in Skin Care and E-commerce

Eloho Omame is a proponent of women’s equality and inclusion in African venture capital, as well as an early-stage investor. 

She is a Partner at the seed-to-growth stage venture capital firm TLcom Capital as well as the Co-Founder and General Partner of FirstCheck Africa, an early-stage VC firm that invests in digital firms with female founders.

In 2021, Eloho helped co-found FirstCheck Africa. Startups founded by female founders and operating in the financial services, education, healthcare, retail, and commerce sectors are included in FirstCheck Africa’s investment portfolio for Nigeria, Egypt, South Africa, and Kenya. 

She is dedicated to assisting Africa’s extraordinary female entrepreneurial talent in creating successful businesses through FirstCheck Africa.

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Why she invests in skincare business, Uncover

FirstCheck was drawn to the skincare startup, Uncover due to the business’ models and strategies.  

The Kenya brand has its roots taken from Korea. It combines traditional African ingredients with cutting-edge scientific research to create innovative and scientifically supported products designed exclusively for African skin and market.

“The brand has a digital-first brand-building strategy that’s really unique in its space. The company uses social media very effectively – they have successfully created viral moments to build their brand’s audience amongst millennial women.” Omame said in an interview from How we made it in Africa.

Many transactions are conducted using conventional methods such as pharmacies and markets, because social media’s reach is still in its early stages.

They made it as simple as possible for customers to make a purchase either online through their website or in physical stores using a network of distributors.

Investing in social e-commerce platform, Tushop

Eloho Omame and her team were also drawn to the business model of Tushop, an e-commerce platform that subsidizes the prices of groceries. 

The startup is using a model that has been used and has also been successful in China. The model involves selling their products through community lead which are people that are‌ highly connected in distinct communities. 

FirstCheck was drawn to the skincare startup, Uncover due to the business’ models and strategies.  

The Kenya brand has its roots taken from Korea. It combines traditional African ingredients with cutting-edge scientific research to create innovative and scientifically supported products designed exclusively for African skin and market.

“The brand has a digital-first brand-building strategy that’s really unique in its space. The company uses social media very effectively – they have successfully created viral moments to build their brand’s audience amongst millennial women.” Omame said in an interview in How we made it in Africa.

Many transactions are conducted using conventional methods such as pharmacies and markets, because social media’s reach is still in its early stages.

Uncover uses a “hybrid rails” strategy, where they first reach customers during the “discovery phase” of the sales funnel using community building and targeted social media tactics. Then they make it as simple as possible for customers to make a purchase either online through their website or in physical stores using a network of distributors.

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