Rose Poungom, better known as Rosy Daily on Instagram, is the founder of Ezinris Beauty, the concept store of the same name and content creation agency Essor Lab. With ambition and determination, she has built a veritable empire around her passions for beauty and fashion. Her journey, punctuated by strategic triggers and pivots, offers a masterclass in building a digital empire rooted in authenticity and excellence.
A career driven by passion and opportunity
Rose Poungom’s path to entrepreneurship is a perfect illustration of perseverance in the face of expectations. After completing her scientific baccalaureate, she chose to follow her passion for fashion, despite her parents’ reluctance.
It was an unexpected event that marked the real “trigger” for her first business venture. A young mother, impressed by the wig she was wearing and had made herself, asked her for all the information she needed to achieve the same hairstyle. The young mother insists she’s never seen anyone’s hair done so well. She’s willing to pay for the same service. This surreal moment reveals to Rose the unsuspected potential of her talent. “I knew right away that this was my sign. My sign to finally take the plunge into entrepreneurship,” she confides. Thus was born Ezinris Beauty, her hair extension brand, launched in 2017.
Ezinris beauty, innovation for Afro hair
Right from the start, Ezinris Beauty positioned itself in a distinctive niche: glueless wigs. As the trend towards glued wigs gained momentum, Rose made the bold choice to go against the grain. With six years’ personal experience of wigs, she rejects a system she deems “painful for the customer” and potentially damaging to the hair. “Wigs are not meant to be glued on,” she asserts, stressing the importance of protective styling and hair health.
This approach, focused on longevity, quality of care and customer autonomy, has earned Ezinris Beauty a solid reputation and a loyal clientele. Rose insists on the importance of timelessness rather than ephemeral trends. A principle that still guides her brand. In 2021, Ezinris Beauty takes a major step forward by obtaining approval for hair prostheses, enabling reimbursement by the French Social Security system for customers undergoing chemotherapy. This step strengthens the brand’s mission beyond mere aesthetics.
From content creator to digital entrepreneur
Rose Daily’s evolution as a content creator is intrinsically linked to the history of Ezinris Beauty. Although her first customers came from Instagram, Rose initially adopted a strategy of not putting herself forward, letting her work speak for itself. It was meeting a photographer friend that reconciled her with her image and made her realize the power of personal branding.
Gradually, she began to share tutorials and glimpses of her daily life, transforming her professional page into a more engaging space. The development of her personal account, Rosy Daily, came later. This second account helps her grow her community on both fronts, proving that authenticity and consistency are pillars of digital communication.
Maison Ezinris, a bridge between Africa and Paris
The adventure of Maison Ezinris, a concept store dedicated to African designers, was born of a missed opportunity in Cameroon and a desire to optimize its space in Levallois. Initially conceived for Africa, the idea took shape in Paris in 2023. Rose relied on her personal network of African designers. “I used to be a customer of these brands,” she points out, which made it easy to gain the trust of the first designers listed, such as Muse Atelier and Maison Elie Kouamé.
Maison Ezinris’ vision is inclusive: “I never had the vision of making a concept store only for Africans. I made a concept store that highlights African designers.” The aim is to unearth “favorites” and make them accessible to all “fashion lovers”, whatever their origin. Faced with the realities of “Made in Africa” (sourcing, productivity), Rose has also integrated “Black Owned” brands producing outside the continent, while remaining faithful to the valorization of African culture.
Recently, Maison Ezinris made a strategic pivot to full digital, abandoning its physical boutiques. This decision, though difficult, was taken to “work in a healthier way” and optimize inventory management and relations with designers. From now on, Maison Ezinris will focus on digital distribution of clothing and accessories, while also offering pop-up services in Paris for African brands.
Essor lab, AI for content creation
The experience of Maison Ezinris has given rise to Rose Poungom’s latest entity: Essor Lab. Noting that many brands were struggling to create quality content, Rose identified a crucial need. Essor Lab now offers companies, including those outside fashion, innovative content creation solutions, thanks in particular toartificial intelligence.
AI makes it possible to overcome concrete challenges, such as model diversity without budget constraints. Essor Lab aims to facilitate time-consuming content creation, enabling brands to focus on their core business and achieve a global image without uprooting their identity.
Challenges and lessons from a serial entrepreneur
Rose’s journey is also one of overcoming challenges. The Covid-19 period was a major ordeal, pushing her to go digital. More recently, the decision to close her physical stores to focus on digital was a “purely selfish choice” to preserve her health and peace. “I was exhausted and above all I wanted to work in a healthier way,” she confides.
This transition has enabled us to “balance” passion and profitability, optimize operations and focus on higher-return activities. Rose Poungom embodies resilience, adaptability and the importance of listening to oneself for sustainable entrepreneurial success. Her story is a source of inspiration for all those who aspire to build authentic, impactful businesses in the creative industries.
