The serial entrepreneur has founded several companies in Kenya, spanning digital services, cosmetic distribution, and skincare technology.

Kenyan entrepreneur Maxine Kinyua is the founder and CEO of Tui Beauty, an AI-powered skincare technology platform specializing in skin analysis.

Founded in 2024, Tui Beauty aims to provide each user with a precise virtual skin diagnosis and personalized product and routine recommendations tailored to diverse African skin needs and types. The technology, accessible via smartphone, is based on an automated visual analysis.

After the AI performs a visual skin assessment, Tui Beauty suggests customized solutions to improve skin health and guides the user in purchasing authentic and reliable products. The service also integrates an e-commerce experience, allowing customers to easily order recommended products and receive information on their optimal use.

In addition to Tui Beauty, Kinyua is a strategic advisor at TreatMePal, a platform for beauty and wellness service companies. Before launching Tui Beauty, she founded Raize Digital Ke in 2016, a company focused on providing digital support to small and medium-sized enterprises (SMEs). In 2017, she founded EmkayStore Cosmetics, dedicated to distributing beauty products.

Kinyua holds a bachelor's degree in public relations, advertising, and applied communication from Maasai Mara University in Kenya, which she earned in 2019. She also holds a master’s degree in business administration from the University of East London in the United Kingdom.

Melchior Koba