
Nai-Rich: Introducing Phoina, boss babe and ultimate juggler
Much like Rihanna has Fenty Beauty and Kylie Jenner has Kylie Cosmetics, global beauty empires that have taken the world by storm, Phoina Wambui, popularly known as just Phoina, has Phoina Beauty, Nairobi’s premium beauty hub with a clientele of the city’s crème de la crème.
Starting out as a makeup artist, Phoina, who is one of the stars in the new Showmax Original reality series Nai-Rich, describes herself as a beauty mogul and entrepreneur. She has built Phoina Beauty from the ground up and intends to revolutionise the African beauty industry. “Phoina Beauty has represented my passion for beauty and entrepreneurial spirit for the past 13 years,” Phoina says.
Premiering on Showmax on 30 August, with new episodes releasing every Friday, Nai-Rich follows the lives of five influential Kenyan personalities who have made their way to the top against all odds and are now making a killing out of it.
The 13-part reality series is produced by Samuel Maina, popularly known as Sammy Dee, behind projects like Ugandan reality Kampala Crème and Maisha Magic’s Oh Sister and Date My Family.

We caught up with the new reality star in town to share more about conquering the African beauty industry, Nai-Rich and what viewers can expect from her.
Why did you want to join Nai-Rich?
Joining Nai-Rich was a strategic decision for me. It offered a platform to showcase my journey in entrepreneurship and beauty innovation to a broader audience. I saw it as an opportunity to inspire others with my story, share insights into building a successful brand like Phoina Beauty, showcase the realities behind the glamour of entrepreneurship and to connect with viewers on a personal level. Even if I had reservations about opening my life to the cameras and the public like this, this was a very deliberate choice for me.
How has the experience been so far and who would you pick as your favourite co-star?
It’s been a rollercoaster, quite the dynamic experience. There’s a mix of both excitement and challenges, especially when it comes to interacting with the co-stars. I have gotten to see the different individuals in their different elements, and it’s a bit like a box of chocolates - each one brings their unique flavour. But of all of them, my favourite co-star has to be Amber because she's very unproblematic.
What should Kenyans look out for from you in Nai-Rich?
Viewers should expect authenticity served with a side of ambition. I’m bringing a fresh take on beauty and entrepreneurship, and juggling boss moves with a touch of philanthropy. I’m the ultimate juggler.
You call yourself the ‘Kylie Jenner of Africa’. Could you tell us more about that?
Comparing myself to Kylie Jenner reflects my aspiration to revolutionise the beauty industry in Africa, similar to how Kylie has globally transformed cosmetics and personal branding with Kylie Cosmetics.
There are the likes of Rihanna who are now expanding into hair with her brand Fenty Beauty - what’s next for Phoina Beauty?
Phoina Beauty is levelling up with the best beauty school in the country. It’s all about innovating and bringing Africa’s beauty needs into the limelight.
You started out as a makeup artist. What has been the biggest lesson you have learned about business throughout your journey?
So many lessons learnt but my biggest one is: business is like makeup contouring, you have to adapt and blend seamlessly. Resilience has been my go-to shade.
How about any lessons for handling the pressure and scrutiny that comes with constantly being in the public eye?
This requires a balance of confidence and humility to learn and grow. Silence has been my biggest weapon against negativity. It's about focusing on positive impact and staying true to myself amidst external opinions.
Nai-Rich lands on Showmax on 30 August 2024, with new episodes on Fridays.
More like this
Godfrey Odhiambo on Reckless, his career, and the evolution of Kenyan film
Kenyan screen legend Godfrey Odhiambo talks about his role as Edward, the patriarch of the Sonoko family on Showmax Original crime drama Reckless.

Love Island Games S1-2
Former Islanders from across the globe return to Fiji for a chance at finding love and bagging $100 000.

Thelma (2024)
Scammers meet their match in Thelma, played by June Squibb: after getting duped, the 93-year-old sets out to reclaim what was taken from her.

Sarah Silverman: Someone You Love (2023)
Filmed in Boston, Emmy-winning comedian Sarah Silverman returns with her second comedy special for HBO since 2013.

Minne Kariuki on Single Kiasi, motherhood and being a “gold digger”
New mom Minne Kariuki is back for Single Kiasi S4! Catch new episodes of the fan-favourite drama on Showmax every Wednesday.

Chicago PD S12
Action-packed spin-off of the Chicago series, following two different units at the Chicago police department: uniformed cops and the Intelligence Unit.

Single Kiasi S1-4
Sintamei, Mariah and Rebecca are three close friends living in Nairobi, each with their own troubles. Stream new episodes only on Showmax.

Stream the biggest 2025 Emmy winners on Showmax
The Pitt, Hacks and Somebody Somewhere are among the stand-outs of the 2025 Primetime Emmy Awards - all available to stream on Showmax.
Single Kiasi S4, now streaming
Reckless S1, now streaming
More Showmax Originals you'll love

Iyanu: The Age of Wonders (2025)
When Meje, the living embodiment of the seven deadly sins, threatens the land, young warriors Dara and Ishe must prevent an age of darkness.
Godfrey Odhiambo on Reckless, his career, and the evolution of Kenyan film
Kenyan screen legend Godfrey Odhiambo talks about his role as Edward, the patriarch of the Sonoko family on Showmax Original crime drama Reckless.

Minne Kariuki on Single Kiasi, motherhood and being a “gold digger”
New mom Minne Kariuki is back for Single Kiasi S4! Catch new episodes of the fan-favourite drama on Showmax every Wednesday.

Single Kiasi S1-4
Sintamei, Mariah and Rebecca are three close friends living in Nairobi, each with their own troubles. Stream new episodes only on Showmax.
Latest Stories

The clash of the new number 9s: Gyökeres vs Woltemade

Red vs Blue: Showmax Premier League serves up a blockbuster weekend

Blockbuster Premier League weekend: Red vs Blue

Showmax presents September 5: A riveting look at a pivotal moment in news history

From doubt to dynamo: Micky van de Ven's rise at Tottenham

Mhlongo's bold prediction: Pirates to clinch MTN8 Title for a fourth year running

Glory awaits: From MTN8 Kings to Manchester's Crown, football's biggest stage is on Showmax

Art, money and power: a blueprint for The Brutalist

The best Premier League signings of 2025's summer window

What to watch on Showmax in Kenya in September 2025

Alexander Isak a great option for LFC's attack, say former Liverpool striker David Ngog

Kate and Annie take charge in Ten Pound Poms Season 2

First look: Single Kiasi returns for Season 4

Radio queen Cess Mutungi to host The Mommy Club NBO reunion

Vilakazi's verdict: Sundowns to "edge it" in high-stakes MTN8 semi-final

Rivalries reignite in thrilling Premier League games on Showmax

5 patients you’ll meet in The Pitt Season 1
.jpg&w=3840&q=100)
Ilana Glazer delivers in Babes

5 new reality shows on Showmax in August

The Big 6ix on new Premier League season and their SA adventure

Will anyone stop the champs? Booth on Downs' quest for a 9th title

The curtain rises: Wembley Showdown - LFC vs Crystal Palace

Showmax Premier League weekly watchlist: 1-5 October 2025

Showmax PL kicks off football fiesta with MTN8 quarter-finals