Agi Njie Building the Future of Clean Beauty The Heart and Vision Behind Pink Genetics

The fourth and final feature in our interview series with Agi Njie looks toward the future of Pink Genetics and its place in the evolving world of clean beauty. From a dining table dream to a brand recognised for its creativity inclusivity and emotional connection Njie has built something that goes far beyond the products themselves. Clean beauty may be a crowded space but Pink Genetics continues to shine through its mix of ethics imagination and authenticity. In this closing conversation Njie reflects on virality innovation and legacy sharing how she keeps the heart of family fun and inclusivity alive while building a brand that celebrates confidence and joy.

Clean beauty is growing rapidly, but also becoming crowded. How do you make sure Pink Genetics stands out?

What makes Pink Genetics stand out is our commitment to combining clean beauty with creativity and emotion. Many clean brands focus solely on ingredients, which is of course important, but for us, clean beauty should also feel magical, exciting, and emotionally uplifting. Our focus is on creating safe, ethical, and cruelty-free products that not only perform well but also tell a story. Every collection carries meaning, affirmation, and joy, which keeps our community deeply connected to our brand beyond the product itself.

Viral products like your lip oils have given you a powerful platform. How do you harness that momentum without being defined by just one hero product?

The lip oils definitely opened a lot of doors for us and introduced Pink Genetics to new audiences, but we see virality as a starting point, not the destination. What’s important to me is building a brand that continues to surprise and delight people through innovation. Once customers fall in love with one product, our goal is to lead them into discovering the rest of the Pink Genetics world, from lashes to brushes to nails, each offering a unique experience. It’s about turning that one-time excitement into a long-term relationship built on trust, quality, and fun.

Where do you see clean beauty moving in the next five years and what role do you want Pink Genetics to play in that shift?

I believe clean beauty will continue to move toward transparency and emotional connection. Consumers are smarter than ever, they want to know what’s in their products, how they’re made, and how those products make them feel. Pink Genetics aims to play a role in redefining clean beauty as something that doesn’t have to be plain or clinical. We want to show that clean can also be colorful, imaginative, and full of personality.

You’ve expanded into lashes, nails, and accessories. What excites you most about exploring new categories?

What excites me the most is the opportunity to create new rituals of self-expression. Every category we introduce is another way to tell a story and help people feel confident and inspired. I love when customers mix and match our products, lashes with lip oils, nails with brushes, and create their own Pink Genetics experience. That sense of freedom and creativity is what drives us to keep innovating and pushing boundaries.

Social media trends can make or break beauty products overnight. Do you design with virality in mind, or is it a happy accident?

I would say it’s a mix of both. We definitely stay aware of trends, but I never create something just for the sake of going viral. Virality is powerful, but authenticity lasts longer. When we focus on creating products that are unique, thoughtful, and truly fun to use, they naturally resonate with people online. The viral moments have always been a byproduct of genuine passion and connection, not strategy alone.

As you continue to grow, how do you keep the original DNA of family, fun, and inclusivity intact?

It’s at the core of everything we do. Pink Genetics started at my dining table surrounded by my family, and that feeling of togetherness has never left. We keep our DNA intact by staying connected to our community, listening to them, involving them, and creating products that make everyone feel seen. Family and inclusivity aren’t just words we use; they’re the heart of the brand and the reason it exists.

If you could leave one lasting mark on the beauty industry, what would you want it to be?

I want to redefine what beauty feels like. I want people to see beauty not as perfection but as play, confidence, and self-expression. If Pink Genetics can leave a mark that encourages people to embrace who they are unapologetically, to see makeup as joy rather than pressure, then that would be the greatest legacy I could imagine.

Agi Njie closes this four part series with a look at how Pink Genetics is shaping a new chapter in beauty one that values honesty creativity and emotion as much as performance. By combining clean formulations with playful storytelling she has created a brand that feels both personal and progressive. As Pink Genetics continues to expand its world of colour and confidence Njie remains focused on what started it all family love and the belief that beauty should always make people feel something real.