Since the makeup boom in Nigeria that was heralded by the arrival of Tara Durotoye’s House of Tara, hundreds of makeup brands have come to the limelight, leaving thousands of others struggling hard to find their feet in the highly competitive industry.
Enrollees in makeup schools keep increasing, many of whom would upon graduation set up their own makeup businesses.
Already, there seem to be too many makeup artists on the streets, making some to be sceptical about the future of the makeup industry in Nigeria.
Does the increase in the number of people streaming into the makeup business line portend an end to the viability of the business? Well, we’ll see.
Lately, makeup has gained tremendous acceptance by many Nigerians as an important part of human life.
We now have the so-called ‘nude looks’, which would make a heavily face beaten lady look like she doesn’t have any makeup on.
Even very religiously inclined seems to be catching the fever too. A lady would hardly reject a kind gesture expressed in the form a little facelift, no matter how religious she is.
As we know, digital media is gradually sending traditional media to its grave.
With the influence of digital media, especially social media networks, an ordinary person could rise to fame overnight.
As such, there is a rising number of ‘social media celebrities’ and this, in turn, means more jobs for makeup artists.
The growth of the Nigerian movie industry also has a multiplier effect on the makeup industry in Nigeria.
Films are churned out in the movie industry almost on a daily basis with little or no quality – with the exception of a few great productions.
However, one thing you can be sure to get on a set of a typical Nigerian movie is a makeup artist.
From creating accident scenes to making an actor look like she’s been domestically violated, makeup artists’ role in movie making cannot be swept under the carpet.
The Nigerian music industry similarly relies heavily on the services of costumes and makeup artists to create music videos that appropriately interpret lyrics.
(The Wedding Party Movie).
Even in the cooperate world, you’ll find more women embracing makeup as a way of self-presentation.
At meetings, business presentations and conferences, women put in enormous efforts to look presentable to colleagues and net-workers.
It is not surprising then that women spend hours before an outing looking for just the right lipstick number or the foundation that matches their exact skin colour.
For women who do not have such luxury of time, but still desire that perfect gorgeous face beat, employing the services of professional makeup artists for home service becomes the only available option.
Such women usually would be willing to pay any reasonable amount charged by a makeup artist, just to look their best.
With public figures like renowned storyteller Chimamanda Ngozi Adichie coming out to accept fashion, style and of course different lipstick shades, the stereotyping of women in leadership positions is now vehemently frowned at.
Women who are in leadership positions across industries are gaining freedom to express themselves and of course apply makeup in the proportion and manner determined by no one but themselves.
Interestingly, with today’s career women embracing fashion, style and makeup, more opportunities are opened for makeup artists across the nation as they satisfy the needs of modern African women.
Who would want to attend an ‘owanbe’ these days looking dowdy? Every lady wants to land at the wedding venue mistaken for the bride.
The endless head gear trends and styles automatically make makeup artists and ‘gele’ experts essentials for every party freaks.
I need not mention the amount of money many brides are willing to part with in the name of standing out on their day.
A large chunk of a bride’s budget usually go into her makeup and dress and with the speed at which just anything can go viral these days, no bride will want to take the risk of doing her makeup by herself.
From the foregoing, it is visible to the blind and audible to the deaf that the services of professional makeup artists will continue to be needed and demanded more than ever before.
In the coming years, makeup professionals will focus on makeup products that accentuate natural beauty to cater to the needs of people with a preference for less elaborate looks.
More young undergraduates, young student entrepreneurs, and graduates will enrol in makeup schools. More makeup schools will spring up.
More indigenous makeup products will be launched. More makeup artists will emerge. More beauty shops will be opened. More people will accept makeup not as a luxury but as a necessity.
But will the influx of more businesses into the beauty industry amount to decline in the market? Maybe not. But professionalism will make the whole difference.
What are your thoughts on the beauty industry in Nigeria and other parts of Africa? What are your projections? we always love to see things from another perspective.