Kenyan content creator and entrepreneur Nancie Mwai has announced that she will shut down her beauty and skincare brand, New Level, within the next 45 days, bringing an emotional end to a business she describes as “a piece of my soul.”
In a heartfelt statement shared with her audience, Mwai said the decision to close was not sudden, but the result of a series of events that began in early 2025 and ultimately eroded customer trust and internal stability.
“We are closing down New Level in the next 45 days. That decision was not made lightly, but it has to be this way,” she said.
According to Mwai, the beginning of the end can be traced back to January 13, 2025, when a viral TikTok video accused a popular Kenyan skincare brand of causing skin damage to users.
While New Level was not the brand named in the video, the ripple effect reached her business almost immediately.
“A video went up on TikTok about a popular Kenyan label brand that had damaged someone’s skin. We weren’t the brand named, but when I started getting messages from our own clients, my heart sank,” she explained.
The situation quickly escalated into a crisis of confidence among her customers, even though only a small fraction reported issues.
“Less than 1% of our clients were affected, but that 1% kept me up at night. Those were the people that trusted me,” she said.
Mwai detailed the steps she and her team took to address customer concerns, including covering medical costs and issuing refunds.
“We did everything, everything. We paid for their dermatologist appointments out of our own pocket. We refunded, we called, we showed up,” she said.
Despite these efforts, she admits the damage to the brand’s reputation proved difficult to reverse.
“The trust was gone, and watching customers walk away one by one after everything we had built together… that broke something in me that I’m still trying to piece back together.”
Even as the business struggled to recover, Mwai said she continued to push forward, determined to keep the brand alive.
“We kept going. I kept pushing. Even as the sales declined, even as some people chose to be cruel, I told myself, hold on, Nancie. Don’t let go. This dream is worth fighting for.”
“We found out there has been a theft inside the business. People I had trusted… that one really, really brought me to my knees.”
Mwai did not shy away from sharing the emotional toll the journey has taken on her.
“I’ve cried so many tears over New Level. There are days where I didn’t know how I was going to keep going. Days where I questioned everything, my decisions, my worth, my ability to lead.”
“This journey has taken things from me that I didn’t even know could be taken.”
Despite the challenges, she emphasized that choosing to close the business is not an act of defeat, but a conscious decision to move forward with grace.
“But I’m still here, I’m still standing. And I’ve made a choice. I refuse to leave this chapter in bitterness.”
In her statement, framed the closure not just as an ending, but as a meaningful chapter in her life.
“I refuse to let the pain be the last thing I feel about something that gave me so much joy. I am choosing gratitude,” she said.
She expressed appreciation for her customers, team, and support system, acknowledging the role they played in building the brand.
“New Level was never just a business to me. It was a piece of my soul. And I got to share it with you.”
Mwai also thanked her inner circle for their support during difficult moments.
“My friends who covered me in prayer and love when I was falling apart — thank you. You held me when I couldn’t hold myself.”
Nancie Mwai rose to prominence as a digital content creator, building a loyal following through lifestyle, beauty, and fashion content across platforms. Over the years, she established herself as a relatable voice among young Kenyan audiences, often sharing personal stories alongside curated content.
She launched New Level several years ago as an extension of her brand, positioning it as a skincare and beauty line that reflected her personal standards and connection with her audience.
The brand gained traction through social media marketing and direct engagement with her followers, many of whom became repeat customers.
As part of the closure process, Mwai confirmed that the New Level website will officially shut down at the end of June 2026. In the meantime, the company is running a clearance sale to liquidate remaining stock.
“The website will close end of June, but we are doing a clearance sale right now, so please go get what you can while it’s still there,” she said.
“I will be eternally grateful to each and every one of you who has supported me over those years,” she concluded.
