Esther Anima, a 25-year-old Ghanaian beauty created a brand that catered not only for a woman's physical appearance but also reminded women of the importance of catering to their souls, where true beauty lies. She went back to the traditional story of Queen Esther the Queen of Persia, to draw inspiration for her products. Sinai Beauty embodies three key attributes: Simplicity, Virtue and Power. In 2012 Esther honoured her name by being crowned Miss Ghana UK, which was around the time she understood, that a woman's presence is magnified, once her mentality shifts from a feeling, to a knowing that she is beautiful. Her passion is to influence, impact and inspire women, through beauty and providing them with the tools to understand who they are, and the greatness that is within them.