[2024 Chung-Ang University Campus Town Startup CEO] NINETY PRODUCTION: A Startup Leading Fashion and Beauty Business in Africa

NINETY PRODUCTION Co. is a startup pioneering the fashion and beauty industry in Africa. Founded in April 2023 by CEO Lee Somi, who has extensive experience in beauty and fashion production and distribution, the company is focused on mass-production technology training through Official Development Assistance (ODA) projects.

“Even before launching the ODA project, I had been traveling to Africa, conducting business in the fashion and beauty industry. Recently, we established an educational garment production factory in Dar es Salaam, Tanzania, where we completed mass-production training and commenced production in June,” said CEO Lee.

Innovative Fabric Cutting Technology & Economic Empowerment for Single Mothers

A key strength of NINETY PRODUCTION is the development of Pundimaka, an Africa-adapted marker and cutting device. The startup focuses on vocational training for local producers and single mothers, who often lack knowledge of mass-production efficiency. This initiative aims to support single mothers in achieving economic independence.

“Given the unstable electricity supply in the region, we designed the program and Pundimaka to function without electricity. Our technology enables precise calculation of the fabric needed for a garment before production begins, allowing only the necessary amount of fabric to be purchased. This significantly reduces fabric waste, making mass production both environmentally and economically efficient.”

ESOMI: A Locally Rooted Beauty Brand for Africa

In the beauty sector, ESOMI, the company’s proprietary brand, is establishing itself in East Africa, with Tanzania as its initial market. The brand's product development process includes testing formulations on a diverse range of skin types, including Asian, Caucasian, and dark skin tones, incorporating feedback from African women.

“African women often struggle with noticeable stretch marks and extreme skin dryness. Our ESOMI SKIN BALM was specifically formulated to address these issues and has become a popular product overseas due to its high repurchase rate among local sellers.”

Hands-On Marketing & Global Expansion Efforts

CEO Lee is actively engaged in on-the-ground marketing, visiting Africa 2-3 times a year to meet potential buyers and distributors.

“I prioritize in-depth discussions with local buyers, even if their distribution scale is small, as long as I see future potential. We have local employees fluent in the native language, a PR team, and ongoing branding and marketing efforts. We also actively send cold emails to international companies that align with NINETY PRODUCTION’s products.”

From University Entrepreneur to Social Impact Leader

Lee’s passion for entrepreneurship began during university, despite the absence of a dedicated startup curriculum. She navigated the challenges by persistently applying to startup support programs and securing funding to launch her business.

“Each time a difficult and uncertain project succeeds, I feel a deep sense of accomplishment. The KOICA CTS Project, which introduced large-scale production education in Africa, was an incredibly challenging initiative, requiring significant personal investment in testing manufacturing methods. However, receiving handwritten letters in the local language from students expressing their gratitude made all the struggles worthwhile.”

Lee believes that true ESG and social enterprises should focus on creating self-sustaining business models rather than temporary aid-based solutions.

Team & Future Plans

NINETY PRODUCTION operates with a core team of three key members and four additional team members who share the company's vision.

“Through ODA projects, I gained a deep understanding of cooperative business models. Moving forward, I want to ensure that our company provides essential solutions for export and collaboration projects in emerging markets.”

The company is strengthening its CTS Project and plans to expand export contracts and market entry into 50 additional locations by the end of the year.

Recognition & Support from Chung-Ang University’s Campus Town Program

NINETY PRODUCTION was selected for the Chung-Ang University Campus Town Program, which supports startups to revitalize the local economy through university-industry collaboration. As a selected startup, the company receives funding for office rent, shared office equipment, and operational costs, along with exclusive office space and co-working facilities.

Company Overview

• Founded: April 2023

• Industry: Manufacturing

• Achievements:

  • 2023–2024: KOICA CTS Seed 1 Project

  • 2024: Selected for Strong Small Business Global Program

  • Since 2023: Ongoing export partnerships with overseas companies