HVADC Client: AficaPure

Antonisha Owens' path to founding AficaPure began in the hair braiding chair, expanded through cosmetology training, and blossomed into a sustainable beauty brand with deep agricultural roots. Committed to clean, natural beauty, Owens now grows her own botanicals for her unique farm-to-face hair and skin care line.

She is one of the participants in the HVADC BIPOC Microloan Accelerator program. The Accelerator is a Business Technical Assistance (BTA) program focused on financial literacy, business and marketing plan development, and preparation to access business capital. Entrepreneurs successfully completing the program will receive a microloan through the HVADC Agribusiness Loan Fund.

Cultivating Sustainable Beauty

"I started young. I've been in the cosmetology business for years before I even got a cosmetology license," explained Owens.

Her transition from braider to licensed cosmetologist came from a desire to understand hair health deeply. Her dedication to mastering her craft began with self-education. "I got an encyclopedia on essential oils and studied oils that work with hair growth," she said.

Owens' first product was created in 2007 — an essential hair oil that worked so well that it helped transition clients away from chemical relaxers. Her early success planted the seeds for what would become AficaPure.

This commitment to understanding ingredients continues today as she attends night school at Onandaga Community College. "I want to get my cosmetic formulation degree," she explained, emphasizing her desire to hone in on the science of formulations.

Owens’ business evolved during the pandemic, inspiring her to reconnect with her agricultural heritage. “I use organic ingredients — roses, peppermint, lavender — but during that time, I couldn’t get them,” she recalled.

In 2021, Owens enrolled in the Groundswell Farmer Training Program while still managing her beauty business. After graduating, she began growing her own ingredients on a 1,000-square-foot plot at her home in Syracuse, transforming her driveway into a productive growing space.

Today, her urban farm features five varieties of roses, three fruit trees in a French espalier design, and various herbs. She specializes in roses, which she processes into rose water and incorporates into bath bombs and face oils. Saffron has emerged as another specialty crop that connects with her spiritually and shows promise as a potential independent revenue stream for her farm operation.

"I Know That They're Going to Help Me Grow"

The HVADC accelerator program has provided Owens critical support for her evolving business. "I like that [the Accelerator] was a lot of people like me because I don't have that here in Syracuse," she said. She particularly valued the program's emphasis on intentional business management — from bookkeeping to marketing.

Owens continues to work with HVADC consultants as she undergoes a comprehensive rebranding, including new packaging and website design. "I value their opinions and the things that they've taught me," she noted. "I know that they're going to help me grow."

Building Community Connections

Beyond her business, Owens is actively working to build connections within the agricultural community. She is organizing "Harvesting Change: A Global Dialogue on Agriculture and Empowerment," an event featuring Wilfred Emmanuel-Jones, known as "The Black Farmer" — a British businessman, farmer, and owner of the food company of the same moniker. The event, scheduled for March 29, 2025, in Syracuse, aims to connect Black farmers from the U.K. and the U.S. to share experiences and build bridges. She hopes the dialogue will inspire Black farmers on both sides of the Atlantic.

Her products are sold online at aficapure.com and at the Embassy Suites gift shop in Syracuse, where they've been featured for four years — an achievement she noted no other local beauty entrepreneur has accomplished.

Owens is excited about potential international expansion and hopes to inspire others. "I want to be that person who opens that door for other people like me,” she said. “There were times when I never had a sale, but I never gave up.”

Additional information about HVADC's BTA programs may be found at https://www.hvadc.org/business-technical-assistance.