From Sea to Skin in Fiji, a Natural Wonder at the Service of Beauty

To say Debra Sadranu follows her heart would be an understatement. From her early life in Australia as a sales executive to being the head of a thriving cosmetic company in Fiji, her path reflects her unwavering commitment to empowering women and local communities.

Trained in sales and merchandising, Debra took a leap of faith in the early 1990s and bought a beauty salon near Sydney. After a Thalasso therapy course, she hired the top students who participated in the training and turned her salon into a successful venture.

In 1997, she moved to Fiji, opening a beauty training school in Lautoka, addressing industry needs and providing job opportunities for local women.  By the end of the first year, several resorts contacted her, and all of her graduates had instant employment.

Expanding further, she established a spa company operating throughout Fiji’s hotels and resorts, doubling as training grounds for graduates.

Beauty Products

Initially importing costly European beauty products, Debra soon shifted focus and created her own skin care brand based predominantly on coconut oil, papaya, and tropical essences. She named her brand, which is tailored to the local climate, Essence of Fiji and uses it her spas and training schools.

Seaweeds, Treasure of the Sea, Women Empowerment

In 2010, Debra sold her spa chain and used the proceeds to develop a line of beauty products, Nama Fiji, based on sea grapes (nama in Fijian), a seaweed found in abundance in the Yassawa Islands, which was home to her late husband.

She collaborated with the Australian Centre for International Agricultural Research and James Cook University to research nama and the properties that make it so beneficial for skin care.

But Debra’s core vision was to empower women, create employment, and improve livelihoods. Following her request, a Fiji-based Australian governmental agency, Market Development Facility, conducted an impact study on nama women harvesters. Debra established contracts with the harvesters for fair earnings and set up safety policies, including rash guards to protect their skin. The study also looked at the environmental impact of nama harvesting, and float rings were supplied so harvesting bags would not scrape the seabed and corals.

Covid Setback

After eight years of comprehensive preparation, including research, development, packaging and branding, and securing a trademark in the United States, Debra was ready to launch her new brand, Nama Fiji, when the COVID-19 pandemic struck. Despite being forced to close for two and a half years due to the high-risk nature of training, tourism, and spa activities, she weathered the storm, retained most of her staff, and picked up the pace post-crisis.

From Sea to Skin… and to Plate

Debra now offers a range of chemical-free skincare tailored for women over 40 through her two brands: Nama Fiji, which she sells in high-end retail outlets, and Nama Thalasso, which has elevated nama content, and which she sells to spas.

A new food brand, Nama Cuisine, is set to launch soon and will sell nama preservatives to restaurants and shops. One of the reasons for this new brand is to provide more market opportunities for nama harvesters and support communities.

Protection and Branding for Export Markets

Essence Group Fiji, with 25 employees, sells Nama Fiji products beyond Fiji’s borders. Debra registered her brand in Hong Kong and in the United States. She is also contemplating additional registrations, beginning with European Union countries where she hopes to set foot in the next few weeks through her global distributors.

She relies on trade secrets for her formulas. Debra engaged with WIPO experts at her place of business and for speed mentoring. She is set to participate in the upcoming WIPO -organized IP Management Clinics.

In the near future, Debra envisions further expansion into international markets while preserving her brand’s quality and reputation. Seeking distribution channels aligned with her commitment to community support and environmental care, Debra aspires for her company to become zero-waste, already utilizing glass and bamboo packaging that is plastic-free.