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Tuesday, Mar 19, 2024
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‘Enrich Women Around the World’

Joni Rogers-Kante is on a mission to help women take control of their lives.

It’s the reason she says she founded Foothill Ranch-based skincare and cosmetics company SeneGence International in 1999.

Newly single with an infant, the chief executive wanted to be able to earn a steady income without sacrificing time away from her son.

She launched the direct-sell company out of her Newport Beach home, and it’s since grown to 500 employees housed in a 200,000-square-foot distribution center and office. SeneGence also operates a 255,000-square-foot manufacturing facility in Corona that opened last month.

“Our goal is to enrich women around the world,” Rogers-Kante said. “We plan on spreading our message that women do have a choice to live life in abundance when they take control of their destinies and decide to live life on their own terms.”

The Business Journal honored Rogers-Kante for empowering women on May 3 at its annual Women of the Year Awards ceremony (see other profiles, pages 1, 4, 6 and 10).

Rogers-Kante said SeneGence helps its network of more than 500,000 independent distributors “be more productive and make a greater contribution without having to worry about the little things.” And it’s shown little sign of a slowdown.

The company plans to expand its global presence from 11 countries to 16 by next year.

The beauty brand also wrapped up its annual distributor seminar last week in Australia, Canada and the United States, where it announced a slew of products and initiatives.

It will add six items to its cosmetics and skincare line, including makeup remover wipes, a brightening multivitamin treatment, and the limited-edition Prism of Colors Collection featuring bolder lip shades, like cobalt.

SeneGence took a step out of beauty and into the world of apparel with a namesake clothing line. The limited-edition collection is initially available to distributors, but the complete line is slated to launch this fall.

Rogers-Kante said another important piece to building business is improving technology.

The company redesigned distributors’ SeneSites websites, allowing each seller to interact with customers while offering back-office and management software to help them easily run their business.

“We provide the business model,” Rogers-Kante said, “but our independent distributors have harnessed their entrepreneurial spirit, chartered their own path to success, and are living life in love and abundance, exactly like SeneGence’s mission statement.”

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