Tree of life
Sector : Cosmetics and Food Industry
Activity: Transformation of natural products into body and hair products
Contractors: Laure Deffa Barry & Alain Sarr
Creation date: 2010 / 2020
Date of WIC Capital's investment: 2022
Contractors: Laure Deffa Barry & Alain Sarr
Brands: Trésors d’Ébène – Gold Essence – African Beauty Rituals
Country : Sénégal
Tree of Life: Reviving African Rituals, Modernizing a Heritage
Arbre de vie is an integrated company operating on the agricultural, cosmetic and agri-food value chain (Arbre de Vie, Gold Essence Cosmetics, Les Trésors d’Eden).
It was born from a deep passion for the continent's natural riches and decisive family encouragement: it was thanks to her father that Laure Deffa Barry developed an early interest in natural skincare. Her loved ones became her first "testers," giving rise to formulas inspired by African beauty and wellness rituals.
With her husband and partner Alain Sarr, the project is gaining momentum: transforming this ancestral knowledge into a modern and structured industry, based on Research and Development, capable of positioning Africa on the international cosmetics and agri-food markets.
From heritage preservation to innovation, Arbre de Vie builds:
– a modern laboratory
– a purchasing center
– a training center
– a white label production activity
– support for small local brands
– close collaboration with rural communities that supply natural raw materials.
Tree of Life thus becomes a leading company in its sector, structuring an entire value chain from local raw materials: shea, hibiscus, moringa, vegetable oil, natural powders, etc.
Impact
Since 2023, WIC Capital has played a key role in the modernization, standardization and scaling up of Arbre de Vie Group:
– Research & Development
– Promoting natural, local products
– Strengthening and modernizing the value chain
– Sustainable community development
– Leverage effect for an entire sector
– Cultural: National and international promotion of the continent's care, beauty and wellness rituals
Arbre de vie Group is a company in the agricultural value chain integrating cosmetics and agri-food, with the aim of promoting African flora through quality body and hair cosmetic products and natural agri-food products.
The company operates under three branches of activity: Arbre de Vie, Gold Essence Cosmetics and Les Trésors d’Eden.
Sector of activity: Cosmetics and agri-food
Entrepreneur : Laure Deffa Barry and Alain Sarr
Investment date: 2022