A native of Hamburg, Martens native founded her company in 2019. "At the time, I went to the office with my first child and was pregnant with my second. Motherhood was the inspiration for her business idea. "While I was pregnant, I wondered how to care for my child's hair. I couldn't find any natural, vegan shampoo at the chemist's." This led to several experiments, online tutorials and trying out new things repeatedly. "Some went wrong. But at some point, I developed a shampoo that was really good for my hair. Then I gifted it to friends and family, and demand grew," said a delighted Martens.
Urban start-up ecosystem veritable breeding ground for startups - example from Sandesneben, Hamburg Metropolitan Region
Co-working spaces, shared labs and startup incubators are ideal facilities for anyone keen on turning an idea into a business. Such facilities are common in big cities and not necessarily in rural parts of the Hamburg Metropolitan Region. Jen Martens, founder of ŌMAKA Naturkosmetik in Sandesneben, is a marvellous example of rural innovation. The 2,000 strong village of Sandesneben in the Duchy of Lauenburg, is about halfway between Hamburg and Lübeck and is bereft of co-working spaces. Yet, living in the countryside and starting a business is possible thanks to digitalisation, according to Martens. ŌMAKA produces vegan, certified natural cosmetics such as shampoos and care products for people with curly hair and Afro hair.
Vegan shampoo for afro hair and curls
Setting up a business through learning by doing
"At some point, I realised that there was probably a market for my shampoo," said Martens. And then she gradually set up her own company beginning with a business plan, developing a marketing strategy and making sales contacts. Support came from the Chambers of Commerce in Schleswig-Holstein and Hamburg, as well as Grace - an accelerator for female entrepreneurship, empowerment and diversity. The Berlin-based project backs women keen on founding a startup or those in managerial positions, and offers mentoring, coaching and startup expertise: "The accelerator gave me access to a network of female founders and mentors. Everything was online. Thanks to the digital opportunities, I gained valuable support - in Sandesneben." Martens now employs three people at ŌMAKA. And in 2023, her endeavours led to the Lübeck Business Start-up Award. Her shampoos, conditioners and soaps are listed online by a large drugstore chain and are on sale in various shops as well.
Several contact points for founders
Martens advises budding entrepreneurs not to give up. "Startups can definitely operate in rural regions." And the figures prove her right. In 2024, no fewer than 3,866 businesses were founded in Schleswig-Holstein - a rise of 7 per cent over 2023, according to Statistikamt Nord. Business development agencies throughout the Hamburg Metropolitan Region advise potential startups about funding and arrange contacts with startup and technology centres, innovation hubs, FabLabs, incubators, etc. Women in particular, can access special funding schemes, advice centres, mentoring programmes and initiatives. The national business startup portal offers a wealth of information and has tips for specific target groups e.g., startups in science, or people with an immigrant background.
ŌMAKA on growth course
Obviously, companies can be formed beyond the hotspots. "I want to ensure that my products are more widely available in stationary shops. People with Afro hair and curls should feel seen and valued, because true diversity starts with the way we think and is reflected in the way we care for our hair."
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