The Nigerian beauty industry has consistently grown over the years. According to Kosmetica World, international companies consider Nigeria an ideal spot for investment in the beauty and personal makeup industry. This has been further proven by comments from several international companies on opening branches in Nigeria. One of these companies is Her Imports, a United States hair extensions company, which now operates in Lagos. Patrick Terry, Chief Executive Officer of the company told Africa Business that “the decision to open the store in Lagos was data driven. We actually receive more hits on our Her Imports website from Lagos, Africa than we do in Atlanta.”
However, the industry did not grow overnight. The current thriving space that exists today is as a result of decades of work by several women entrepreneurs.
Beauty expert and founder of House of Tara International, she is considered one of the pioneers of the industry in Nigeria. She founded House of Tara at the age of 20 in 1998, and has since gone on to pervade and define the industry in not just Nigeria but in Africa as well. She launched Nigeria’s first ever bridal directory in 1999, and later the first makeup school in Nigeria in 2004. Her beauty and makeup stores are now scattered across African countries like Kenya and Ghana.
Meshida-Lawal is also considered another pioneer of the industry. She founded the Banke Meshida Professional Makeup (BMPRO) line in 2005 and has since branched into other countries such as Ghana, the USA and Canada. Her makeup brand is known as BMPro
Oke Maduewesi founded the Zaron beauty line in 2011. Zaron make up is immensely relevant in a world that pays little attention to the black skin, because it is specifically tailored for dark skinned women. It currently has about 26 outlets in Nigeria, other African countries, the US and UK.
Anita Adetoye is the owner of Anita Brows. She has received numerous recognitions for her work in the makeup industry, including being listed in Forbes 30 under 30 in 2018. She’s an excellent makeup surgeon as well as a beauty educator. While she cannot be referred to as a pioneer of the industry, she is one of its prominent and defining drivers.
Onakoya is the Director at Maybelline beauty line, one of the most popular and reliable makeup producer of makeup products. She started practicing the art of makeup while still an undergrad at the University of Lagos. She has been in the business for over 16 years now across television, prints, editorial shoots, advertising campaigns, bridal beauties and fashion shows.
More makeup artists and beauty experts continue to spring up everywhere in Nigeria, using social media, particularly Instagram, as their means of marketing and advertisements.