When skincare is not about trends and products but science and authenticity
Sonnie Kamau during the interview in Nairobi on February 13, 2025.
Over a decade into her journey, Sonnie Kamau, through her brand, Sonnie Touch Wellness Centre, has become known in Kenya’s skincare industry. In a world saturated with quick fixes and viral beauty trends, Sonnie believes she stands apart due to blending science, empathy, and an unwavering commitment to authenticity.
“It has not been easy. There are a lot of products in the market to compete against and many people just want quick fixes to their skin issues. But offering authentic solutions without cutting corners has helped remain true to the cause,” she says as we settle down for an interview inside her clinic, located along Mombasa Road. “My philosophy is simple: skincare is not about chasing perfection but nurturing health.”
Sonnie’s fascination with skin began early. Growing up in a family of people with flawless complexions, she noticed peers in primary school grappling with acne, a stark contrast to her own experience. “People would ask, ‘What do you use? Your skin is perfect!’” she recalls. “I’d bring them what I used to apply on my skin, but it didn’t work. You should not share skincare products because each case is different and requires a different approach in treating. That frustration stuck with me.”
This early desire to solve skin mysteries led her to Vera Beauty College, where she trained in cosmetology. Though skilled in both hair and skincare, her instructors quickly recognised her knack for the latter.
“My principal said, ‘Your strength is skincare. Hone that.” She took the advice and later graduated with distinction. She then dived into internships, driven by a question: Why do some skins thrive while others struggle? A curiosity she continues to seek solutions to.
Her approach is rooted in rigorous training. In college, she learned that skincare is 90-95 percent cosmetic and requires specialists to discern when medical intervention is needed. “A skincare specialist refers clients to dermatologists when conditions are beyond cosmetics, not the other way round,” she explains. “We’re gatekeepers of skin health.”
Her credentials extend beyond Kenya. She holds a CPD Level 5/6 Diploma in Anti-Wrinkle Injections (Botox, fillers) and advanced Diplomas in fat-dissolve treatments, IV Therapy, PRP (Platelet-Rich Plasma) therapy for Skin, hair loss, and skin boosters, earned in Europe.
“I wanted to understand treatments safe for melanated skin,” she says, “Black skin has unique needs. There are treatments I see performed on dark skin and it hurts me because at the end it causes more harm yet they’re great treatments for Caucasian skin. I have many clients who come for skin repair because of that.”
At the heart of Sonnie Touch Wellness is the belief that skincare is a lifestyle, not a luxury. “Skin is like brushing your teeth. It is daily care,” Sonnie asserts. Her clinic does consultations first before recommending any treatments or products.
“A consultation will help you know and understand your skin better. Gone are the days you could look at someone’s skin and determine whether it is oily or normal.”
This ethos counters Kenya’s booming but often misguided skincare market. Post-Covid-19, Sonnie noticed a surge in product sellers promoting trends over science. “People will spend huge amounts of money buying certain skincare brands just because an influencer or a product seller said so. This is wrong because ultimately, you’ll not be addressing the root cause of your skin problem. It is important to know that skin-care does not follow the one-size-fits approach,” she says.
Navigating misinformation remains Sonnie’s biggest hurdle. Clients often expect free diagnoses via social media, assuming her expertise is instant. “If I don’t respond to a photo or if I invite them to come for consultation, they think I’m unhelpful,” she sighs.
Another challenge is the rise of skin analysis machines.
Sonnie dismisses them as gimmicks. “I wish I could get an audience with everyone and tell them that these machines that are now flooding the market are not as useful. Skin is science, not aesthetics. Human insight is needed,” she says, and adds, “A magnifying lamp is all you need to help magnify what your naked eyes can’t see during consultation, but manufacturers won’t tell you that.”
She also battles the myth that skincare is inherently expensive.
“Our starter kits begin at Sh5,600. It’s about consistency, not extravagance.”
She has a range of products tailored to conditions like all types of acne and hyperpigmentation. Healing depends on age and how long the issue has festered.
While women dominate her clientele, men are catching up.
“Many male clients seek help after damaging barbershop scrubs.
“They’re scrubbed raw, skipping two crucial procedures before scrubbing, and at the end there’s no aftercare.” Her advice is to scrub your face the right way by getting a professional skin expert who will do it the right way.
She has a loyal clientele.
“I have clients from 2010 who still visit for maintenance. Skin isn’t a ‘fix’, it is lifelong care,” she says.
Her skincare treatment also involves diet change to some extent.
“You are technically a product of what you eat and that affects your entire being. And it is not only about eating, even how you prepare the food could compromise and complicate your skin. That is why I highly encourage consultations. With some of my clients, a simple diet change solved their skin problems,” she reflects.
Sonnie’s product line of cleansers, face oils, mists and serums is botanical, but she cautions that atural doesn’t mean risk-free. She points out that even aloe vera can irritate if misused.
When asked about her proudest achievement, Sonnie’s eyes light up.
“Every healed client is a win. One had cystic acne for 20 years. Seeing her confidence bloom after our services was priceless.” With over 400 Social media testimonials, this also fuels her drive.
Her message to skincare seekers is blunt: “Flawless isn’t a filter and unhealthy ‘perfection’ via TikTok trends will backfire sooner or later. Healthy skin takes diligence.”
lmbuthia@ke.nationmedia.com