Cheryl gives them ‘bois’ in London

WHEN biochemist and entrepreneur Cheryl Bowles packed her bags on Thursday to head to “Natural Products Europe” trade show in London, England, April 6 and 7, she had to make room among her essentials for samples of a few raw materials — aloe vera, lemon (fever) grass, ratchette, coconut oil and bois bande.

“Bois bande!” As I heard the words Gillo’s (St Lucia) semi-smut calypso came to mind and before I could ask my follow-up question, Cheryl had already studied my train of thought. She explained its use as a natural astringent incorporated in her line of men’s products. She will also take along a few hair, skin and body products of her popular Cher-Mere line to give a first-time expos? on such a large scale before an expected 7,000 attendees among some 400 exhibitors.

Cheryl was selected to represent Trinidad and Tobago by the Centre for Development Enterprises, under the umbrella “Treasures of the Caribbean” after making a “good impression” with trade show consultants at the recent “Caribbean Herbal Forum” in Jamaica. “I feel proud,” said the founder of The Herbarium Ltd, her own company. She was interviewed on BBC Clothes television show where her products were featured. So, she’s had some familiarity with the UK market. “To go to these shows is so costly, so I am going to capitalise on that. It’s an opportunity to learn, attend some of the workshops and see what is marketed internationally. I would also look for opportunities from a business point of view. Packaging is an area we may have to adjust as we have to somehow, in our imagery of our product, capture the ‘Caribbeanness’,” Cheryl said, “so I’m going to look at that.” She also looked forward to gaining “more international exposure” which she hoped will transform into export possibilities.

The natural market, she informed, was one of the fastest growing markets in the world, and her products, manufactured in Trinidad were being sought after since “Caribbean people tend to look younger”. Customers, firstly, are drawn to her products because of their natural components, all the materials used are indigenous to Trinidad and Tobago. Secondly, that she’s a biochemist manufacturing everything she markets, “and they say I want my skin to look like yours”. Cheryl’s her own “guinea pig” as she explained, she must try her product first; “I must endorse what I use.” Nevertheless, she can proudly boast of fresh, smooth skin save for a few freckles on her face. The “African texture” is more durable. “We tend to look younger and that’s because of our genetic make-up. African skin is thicker skin as opposed to Caucasians and East Indians so our skin has a greater level of protection. Our skin tends to be oilier too, so that helps keep us looking younger.”

All her products are approved for the US, Canada and the UK — the latter, where she now exports. Within upcoming months, The Herbarium Ltd will embark upon e-commerce, and she intimated introducing two new products for Mothers’ Day. At three of her four locations in Trincity (Trincity Mall), Chaguanas, Woodbrook and St James (Long Circular Mall) she operates spa services (facials, massage/body therapy) and gives over-the-counter advice and beauty tips. Products from her line (Cher-Mere gentle body butter, her latest)  not attainable at local stores can also be obtained at her shops. Cheryl paused. She conjured up a scene when she and an employee (one of 24) were reminiscing not too long ago, on  the early years of the business — the one drum of oil compared to the number of drums she now possesses.

That was 16 years ago when her co-workers at Nestle where she was biochemist, thought “I was crazy leaving this top job. I was scared to leave food to go into cosmetics.” But, it was part of the puzzle in piecing together her dream. As a child, growing up in Woodbrook, she envisioned working in a lab. “I always had this white-coat syndrome,” Cheryl related. When she pursued sciences at St James Secondary after developing a fondness for chemistry it meant coming an inch closer to satisfying her desire. She pursued her studies at Sir George Williams University in Montreal, Canada, and after spending ten years at Nestle, she branched off on her own. “I started herbal teas, went in to manufacturing and distributing and then skin care shops and spas,” which are quickly growing in number, she said. “A lot of people are going to the spas now, stealing time for themselves, taking an hour or two to manicure and pedicure (men inclusive). We are in the ageless era, a mix of people, male and female, are coming in even people in their 70s come in for monthly treatment from priests, to doctors and teachers. It’s about feeling and looking good. When you get up in the morning and your hair looks good this gives you impetus to do what you have to,” Cheryl said.

Currently, The Herbarium Ltd is working on a special SEA package aimed at “de-stressing” teachers, students and parents at the end of exams. Cheryl was privileged in being incorporated in the CXC syllabus under Social Sciences where first-form students are asked to profile a scientist while fourth and fifth-form students incorporate a similar project under Business studies. Cheryl was gladdened by her achievement. She told People:  “One parent stopped me in the road and said ‘Girl my daughter did you and she got an A’.” She had more cause for joy when Maggie, a Canadian woman, who had undergone chemotherapy, lauded her products. After the treatment, Maggie’s hair lost its former texture and the Cher-Mere product helped to reduce its brittle appearance. “Maggie recommended the product to other persons in her group and that alone, for me, added strength to the product,” Cheryl said.

While there are loads of competition in the hair and body care market Cheryl views that as “healthy because it fine tunes you.” The advantage, she noted, is “we have a direct interaction with the customer when they can’t find products on the shelf they come in to us.” The average Trinidad market, she said, can be skeptical but “your spirituality—your sense of self keeps you”. The Herbarium Ltd has also collaborated with the University of the West Indies whereby money is funded so that basic research, analysis of stability of (natural) products can be conducted by final year students.