Northland mum Kelli-Asta Baker turned grief into a thriving beauty business after losing daughter

Kaikohe mum Kelli-Asta Baker has created a popular beauty business in memory of her late daughter Nikita. Photo / Jenny Ling

Warning: This article is about suicide and may be distressing for some readers.

When Northland mum Kelli-Asta Baker lost one of her beautiful children to suicide in 2022, life as she knew it instantly shattered.

Her daughter Nikita was living in Perth, Australia and was one week away from her 21st birthday, which Baker and her husband Jade were planning for, when they received the devastating news.

Baker, from Kaikohe, was about to embark on a career as a Corrections officer at Ngāwhā Corrections Facility, but she put that on hold to grieve and support her six other children and Nikita’s young son.

While she was unable to work fulltime, Baker busied herself in the corner of her husband Jade’s tool shed and, by drawing on her faith, created a humble beauty business dedicated to her daughter’s memory.

Nearly three years after her daughter’s death, the business is thriving, and Baker has taken over her husband’s entire shed.

“It’s all dedicated to my daughter,” Baker said.

“It’s a tribute to her.

“Nikita loved all things beautiful and loved smelling amazing, so I turned body butters into beautiful, designed creations that made me, and other people, smile.

“I try to make my products as unique as I can, as we are all different. We are all unique in our own way.”

Baker, of Ngāpuhi, Ngāti Hine and Hokianga descent, named her business Ataahua Noa.

Ataahua means “beautiful” and noa means “calm and peaceful” in te reo Māori.

Her products are vegan-friendly and natural, and include hand-crafted skin, body, and hair products, along with healing balms.

“It’s about creating something out of losing your child and finding a way to not only [attempt to] overcome the pain and deep grief, but to find hope and joy again, and a sense of purpose in my life,” Baker said.

Kelli-Asta Baker has taken over her husband’s tool shed so she can make unique beauty products to pay tribute to her daughter Nikita. Photo / Jenny Ling

The family received a huge amount of support from their church and the wider community when Nikita, their third-eldest child and eldest daughter, died.

A Givealittle page set up with the aim of raising funds to bring Nikita and her son home from Western Australia and help with funeral costs raised over $41,000 in 14 days.

Friends built a cabin on their property so the Bakers’ older children, who were living in other parts of Aotearoa, could return to the family home.

Baker said Jade has also been a “huge support”.

Both are pastors at their church, Te Puna o te Wai Ora.

“It was our faith that got us through,” Baker said.

“It really showed us our faith wasn’t wasted; it made us stronger.

“I kept asking God to help me – I needed something. Isolating myself wasn’t doing anyone any good.

“I heard the words, ‘If you give me all your ashes and pain, I will give you beauty’ ... and he did just that.

“That’s how Ataahua Noa came about and how I started making colourful products.

“They’re happy and joyful and unique.”

Baker sells her products via her website, social media platforms including Instagram, Facebook, and TikTok, and at the Whangārei markets.

She is particularly proud of her body butter products, which look like delicious desserts, and her lip balms, which look clear but turn a vibrant pink colour when applied.

“After my friend shared a video of her trying the colour-changing lip balm, my pakihi [business] kind of blew up and everyone wanted to try them.”

Baker recently won a business mentorship through Business Mentors NZ with Whangārei-based business consultant Susan Cooney, from Oxygen8 Business Consulting.

Cooney said Baker is “amazing”.

“We started working together [in the middle of] last year,” Cooney said.

“We’re in the process of creating a business plan so she can see her way forward.

“She’s eager to learn, and so is Jade.”

Baker wants people to know there is hope after losing a loved one.

“I see so many parents still grieving and doing it hard.

“There’s people out there [who] will hold your hand.

“It’s possible to be joyful again.”

Jenny Ling is a senior journalist at the Northern Advocate. She has a special interest in covering human interest stories, along with roading, lifestyle, business, and animal welfare issues.