Lucy Lee is the Founder and Chief Executive Officer of KONA Biosciences, a Nigeria-based beauty distribution and brand growth company specializing in Korean beauty brands across West Africa.
She first arrived in Nigeria in 2012, where she began building deep, long-term insight into local consumer behavior, market dynamics, and business execution — laying the foundation for how international brands can successfully localize and scale across Africa.
KONA Biosciences was officially established on November 28, 2019, as a Nigerian local entity created to bridge Korean innovation with African market demand.
During the COVID-19 pandemic, Lucy led KONA’s early operations on the ground in Nigeria, distributing essential medical and emergency supplies — including PPE, medical safety products, and COVID-19 rapid test kits such as SD BIOSENSOR, one of Korea’s leading diagnostic brands.
These efforts established strong credibility and trust with local distributors, institutions, and partners at a critical moment for the market.
As awareness of Korean products increased, Lucy identified a clear opportunity beyond medical supply distribution. KONA became one of the earliest structured entrants of Korean skincare into West Africa, securing official distribution and exclusive rights for brands such as:
These brands later became some of the most recognized K-Beauty names in Africa.
“Brands do not grow simply by being imported.
They grow when consumers understand them, trust them, and experience them.”
Guided by this philosophy, Lucy positioned KONA as a marketing-driven distribution partner, integrating influencer marketing, outdoor advertising, pop-up activations, product launches, and community-based campaigns — all supported by local logistics, warehousing, and sales infrastructure.
Today, Lucy continues to lead KONA Biosciences with a clear mission:
To build Korean beauty brands that are not only visible in Africa — but trusted, chosen, and repurchased by African consumers. Her hands-on leadership bridges Korean brand strategy with African market execution.
Behind every successful market expansion is a team that understands strategy, execution, and cultural alignment.
At KONA Biosciences, our leadership team combines operational precision, brand development expertise, and digital influence strategy to ensure Korean beauty brands scale successfully across African markets.
We don’t just manage brands. We build market presence.
Aishat leads brand development and operational execution across marketing and distribution channels.
Esso provides executive oversight across strategic partnerships, business expansion, and market positioning.
Chinonye leads digital presence, content strategy, and online brand storytelling.
Our team operates at the intersection of:
Together, we ensure brands don’t just enter the market —
they establish authority, accessibility, and sustained growth.