By Destiny Obinna
Cleanshield on Saturday announced plans to expand its reach across Nigeria and other African countries following the relaunch of its product line in Lagos, with the company shifting towards a conventional wholesale and retail distribution model to make its products more accessible to consumers.
The event, attended by the company’s executives, distributors, partners and product users, featured presentations on Cleanshield’s history, business expansion plans, personal testimonies and the importance of healthy eating and lifestyle choices.
Speaking, the Chief Executive Officer of Cleanshield Africa, Mrs Chidnma Eziyi described the product’s journey as a vision inspired by God, saying the relaunch marked another significant chapter in the company’s mission.
“It’s God. Cleanshield is a vision God gave us, and the prophecy has come to pass,” she said.
Eziyi, an evangelist, said she received a divine calling in 1990 and a revelation concerning Cleanshield products in 1992. She explained that her journey later led to a meeting with the late American scientist, Mr AL Siamon, in 2006.
According to her, Siamon had developed the products decades earlier and believed they could make a significant contribution to the health industry.
“He said it was going to be a revolution in the medical world and the health industry,” Eziyi recalled.
She said Siamon had invested heavily in research and development, drawing on his background in water purification and his work with specially treated water in developing the Cleanshield formulation.
New distribution strategy targets Nigerian markets
Speaking at the event, a Cleanshield executive, Mr Per Andersson, said the relaunch involved no modification to the existing products but introduced a new business model designed to improve distribution and market access.
“The same exact product. No modification. But the business model has changed,” Anderson said.
He explained that the company was moving away from its previous network-marketing structure towards a conventional distribution system involving wholesalers, retailers and local distributors.
“We are looking for people who can say, ‘In this state or this city, I want to be the retail distributor.’ From there, they can help build smaller distribution networks,” he said.
The company hopes to establish a wider presence across Nigerian states before extending its reach further across Africa.
Anderson said the Cleanshield journey began in 2006 and highlighted growing international interest in alkaline water and products marketed to support general wellness.
He stressed that Cleanshield was positioned as a supplement rather than a medicine and said the company needed to be careful not to make unsubstantiated promises about treating or curing diseases.
“If you notice, we say it supports the body. God made the body, and the body wants to heal itself. But we have to participate by doing natural things to support it,” he said.
Anderson also urged consumers to drink enough water, maintain balanced diets and adopt healthy daily habits.
Eziyi similarly encouraged Nigerians to pay closer attention to the quality of their food, how it was processed and the chemicals used in food production.
“We should eat more vegetables and fruits. We need to drink lots of water. Our meals should be balanced,” she said.
20 truckloads expected in Nigeria
In a major announcement at the relaunch, Eziyi said the company expected 20 truckloads of Cleanshield products to arrive in Nigeria before the end of October.
She said the products would be available to wholesalers and retailers, adding that the company was open to partnerships with investors, distributors and other businesses interested in expanding its market presence.
The anticipated shipment, she said, would support the company’s efforts to meet demand and strengthen its distribution network.
Cleanshield’s product range, as presented at the event, includes a health drink and personal-care products promoted for skin and hair care. Product displays highlighted claims relating to skin smoothing, cleansing, detangling, softening and conditioning.
Users share personal experiences
The relaunch also featured testimonials from users who attributed various personal experiences to their use of Cleanshield products.
Mrs Nnenna, one of the speakers, described Cleanshield as a “miracle from God” and recounted an incident in which she said she applied the product after spilling hot soup on herself.
“I had this Cleanshield in the fridge, and I quickly sprayed it. The pain went away, and my skin did not peel off,” she said.
She also recounted using the product on a growth and an ingrown toenail, claiming that the conditions improved after application.
“It is not just something you drink. You can also apply it topically,” she said, urging users to follow appropriate guidance when using health and personal-care products.
Dr. Chinyere Ngwobulo, who attended the event as a supporter and investor, also shared her experience involving her mother, who had lived with Parkinson’s disease for more than a decade.
Ngwobulo said she became more interested in the product after observing changes she associated with its use. She added that personal experiences had influenced her decision to support its marketing.
Other speakers from Togo and Cameroon recounted experiences they attributed to Cleanshield and discussed efforts to introduce the products into their respective markets.
Revd Amadi Okeke, who identified himself as a representative of the business in Togo, said he was introduced to the product in 2020. He described his personal experience and said he had worked to establish a market for it in the country.
Apostle Emmanuel, speaking about the Cameroonian market, also shared personal accounts involving the product and expressed support for the company’s broader African expansion plans.
Wellness message takes centre stage
Beyond the commercial announcements, speakers emphasised the importance of taking responsibility for personal health through diet, hydration and informed lifestyle choices.
Eziyi warned against excessive consumption of highly processed foods and encouraged attendees to incorporate vegetables, fruits and balanced meals into their diets.
She also criticised harmful skin-bleaching practices and urged people to embrace their natural skin tones, highlighting the importance of making informed choices about products applied to the skin.
“Why should anyone be afraid to be beautiful in their natural skin?” she asked, encouraging attendees to avoid potentially harmful cosmetic practices.
The discussion extended to hair care, with speakers presenting Cleanshield’s personal-care products as part of the company’s wider offering.
Anderson, meanwhile, reiterated that the company’s focus was on supporting general wellness rather than presenting the supplement as a replacement for medical treatment.
Health professionals generally advise consumers to consult qualified practitioners for medical conditions and to avoid replacing prescribed treatment with supplements or unverified remedies.
From Nigeria to the wider African market
The Cleanshield leadership said the products had previously reached markets including Ghana, Cameroon, Burkina Faso and Togo through its network-marketing activities.
The new distribution model is intended to build on that presence by creating more conventional supply channels and encouraging local entrepreneurs to participate in the business.
For the executives, the relaunch represents both a commercial opportunity and a broader mission built around health awareness, entrepreneurship and regional expansion.
Eziyi said the company’s ambitions extended beyond product sales, emphasising the relationship between personal well-being and economic progress.
Andersson expressed confidence that a structured wholesale and retail network would help the company reach more consumers across Nigeria.
