Branding Strategies for Business Expansion: How to Compete Globally and Attract Premium Customers in International Markets

Entrepreneurs like Christabel Ofori, an alumna of AWEC Cohort 3 and founder of Flocare Beauty in Accra, Ghana, are redefining what it means to build purpose-driven brands. The award-winning entrepreneur and certified natural cosmetics formulator turned a personal challenge into innovation when her search for a remedy for her son’s sensitive skin led her back to Ghana’s own treasures: raw shea butter, coconut oil, moringa, and baobab.

Drawing on her background in chemical engineering, Christabel transformed these locally sourced ingredients into gentle, effective skincare products for families. Through Flocare Beauty, she’s reintroducing shea butter to modern consumers with elegance, quality, and pride in Africa’s natural heritage.