Our  partnership with Smartplyconnect was premised on helping them  become the go-to e-commerce platform for Kenya’s beauty industry—serving barbershops, salons, and spas with everything from high-quality equipment to the latest consumables. But beyond just selling products, they wanted to shape the industry itself—by sharing trends, recognizing talent, and elevating standards.

Our challenge? To build a brand that could do it all: command trust as a supplier, establish authority as an industry leader, and inspire loyalty among beauty professionals.

We began with deep immersion—interviewing salon owners, barbers, and suppliers to understand their frustrations and aspirations. Market analysis revealed a fragmented industry hungry for a unifying platform. From these insights, we crafted Smartplyconnect’s strategic foundation: a brand that would be both a reliable partner and a cultural force. The name itself had to reflect this duality—simple enough to stick, but powerful enough to stand for more than commerce.