Sundra Essien's Isangs is making sustainability accessible and beautiful

What’s your story?

I’ve had the skincare shop for 12 years, but it wasn’t a straight path. I started a bachelor’s in pre-med [in preparation to study medicine] before completing a degree in business. After that, I went to law school and became a corporate lawyer, then a human rights lawyer. Throughout that journey, I worked in permaculture research and design, which introduced me to systems thinking. 

Isangs is a blend of all those experiences, including human rights and working with cooperatives and small farms. Hair and body care is a vessel to explore global issues like supply chain problems, trade, resource overuse, deforestation, and misinformation. It’s a starting point to introduce ideas of justice and sustainability in a subtle and unexpected way. 

It was also influenced by my upbringing in Nigeria, where oils and butters, like shea butter and palm oil, are part of our traditional skincare. The name Isangs is my older brother’s, who I lost in a car accident. It’s a beautiful way to keep him along on the journey, and it also means “travel” in our local language, Efik.

Tell us about a moment on your journey that stands out in your memory

The very first time I made soap was in a jungle in Central America, in Belize, using a very traditional method where we leached lye [an alkaline material used to make soap] from ash and used oils pressed on the local farm. Transforming these raw ingredients into something new was such a cool and simple process. I came back fascinated with soapmaking and took some courses in modern soap chemistry. Many Isangs products have evolved by combining traditional herbs and methods with modern processes.

What’s the impact you want to make? 

I think the biggest impact we can make is in changing how people view sustainability and growth. At Isangs we’ve done everything ‘wrong’ in business – operating in an expensive city, pushing prices down to make products accessible, and running on word of mouth instead of ads – but this strategy has allowed us to stay true to our values. The people this resonates with have found us.

If we continue to tie sustainability to growth, we will only replace one problem with another. We can’t have infinite growth in a finite system with finite resources. Deep down, I think people know this. By showing that a business can thrive without participating in the conventional model, I hope to inspire other small businesses to do the same.

Whose stories have inspired you? 

I find inspiration in small, owner-operated businesses, like local barbershops and bakeries. They are full of fascinating people who are so passionate about their craft that their eyes light up when they talk about it – whether it’s bread, hemming garments, or any other niche. 

The excitement of someone who has dedicated their life to something they love is a story that gets lost in today’s world of bigger multinational companies. These individual stories are integral to building a sense of community, breaking down stereotypes, and creating connections. These unsung heroes are gold.

How would you like your story to change the world? 

A lot of sustainability discussions are either too focused on Western, wealthy perspectives or too individualistic, neglecting collective justice and the issues that marginalized communities face.

I hope to engage those who feel left out of the mainstream conversations, particularly people from different economic backgrounds and regions, and show them that sustainability can be something that includes everyone, not just the privileged. If I can make sustainability more accessible and inclusive by offering a different voice and approach, I would consider that a significant contribution to change.