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Women and some men have been wearing cosmetics for centuries; how and why they wear makeup has undergone remarkable changes. Ladies throughout history always challenged the norm when in search of idle cosmetics, and this has played a unique role in its evolution. These changes in makeup trends while fascinating, have paved the way for innovation which has supported the growth of the cosmetics industry in Nigeria. In essence, makeup artistry, as a profession, has advanced dramatically, with some graduates relying on makeup businesses as a full time means of employment, SUZAN IRONSI writes.

The makeup artist’s interest is in enhancing the human body, especially the face, by applying makeup and prosthetics for theatrical, television, film, fashion, magazines and other similar productions including all aspects of the modelling industry. The introduction and growth of the over 1000 pageant platforms in the country, the development of wedding photo shoots, red carpet looks have continued to sustain makeup artists. Internationally, awards are given for this profession in the entertainment industry, which include the Academy Award for Best Makeup and Hairstyling and other entertainment industry awards such as the Emmy Awards and the Golden Globes.

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Recently in Nigeria, at the Africa Magic Viewers’ Choice Awards, Lola Maja won the Best Makeup Artist for ‘October 1st’. She, in addition to other popular cosmetic gurus such as Banke Meshida Lawal of BM-Pro , Bimpe Onakoya – Makeup Artistic Director, Central West Africa for L’Oreal and Tara Fela-Durotoye, CEO of House of Tara, to upcoming professionals such as Ngozi Oni –a self-taught graduate from the University of Lagos, who has worked as a makeup consultant for brand and advertising agencies in the production of top class adverts and TV series including GIDI UP for Ndani TV, have paved the way for makeup’s continued growth in the country.

Thanks to women like these, the average woman now has a lot to choose from; from internationally imported products to locally made ones, from improved self-applied makeup skills to outsourcing to the many independent makeup artists or professional studios for the right look, all of which are able to serve a wide variety of skin tones.

Nigeria has the largest economy in Africa with a population estimated at 173.6 million and a rise in spending on beauty, aesthetics and wellness. As an emerging market, growing sales in the beauty and personal care sector were valued at $595.8m in 2011, up from $439.8m in 2006. Economists predict that by 2016, Nigeria’s young yet increasingly sophisticated population will drive industry sales to $620.2m. This is not far fetched as 77 per cent of Nigerian women use skin enhancement products– the highest percentage in the world. In 2014, the industry reportedly generated over $35 billion with makeup owning a market share of 17 per cent. In addition there is also an expected market growth of over $42 billion in 2015 due to increase in the construction of shopping malls, beauty, wellness, spa and aesthetics centres across different cities in Nigeria. This continued growth is also supported by the number of local companies that are gradually building plants within Nigeria to compete with foreign brands.

Also, awareness platforms such as Makeup in Nigeria Conference (MINC) are great opportunities for gathering makeup professionals, makeup brands and makeup lovers in Africa. While word of mouth is good for business, MINC, which held its maiden edition in 2014, was an educative platform for acclaimed makeup professionals, industry educators and icons to gather, share and inform stakeholders.

For MINC, it was about collaboration and developing industry standards to successfully compete internationally. Having a conference of that nature was one way of providing a building block for present operators and those looking to learn more about the industry.

An alternative medium is that used by Pops Concepts, organisers of The MakeUp Fair Series, which has been hosting cosmetics exhibitions and teaching makeup classes at informal fairs around the country. This year, their class, which is generally taught by a team of Nigeria’s top professional makeup artists, will be coordinated by Jide of St Ola, Bookie of B. Lavida and Yemisi of mNsure Beauty. They make use of simple, hands-on approaches that aim to highlight insider tricks of makeup application for guests. This opportunity is another way in which those in the makeup industry show social responsibility, bringing individuals together and giving women an insight into the perfect looks they see on screen and on magazine covers.

Zaron brand is a cosmetics trademark which was conceived in Leeds, United Kingdom in 2010 and began operations in Lagos, Nigeria in September 2011. The Zaron Studio in Abuja was opened on July 20, 2013 although it has been in existence since 2012. Mrs. Jummai Akwaji started her Zaron business as a major distributor and upgraded to a franchise in 2013. From inception till now the studio has trained 25 students, five of whom now own their own makeup studio. Jummai explains that while more than 25 students have enrolled for the courses, only 25 have passed their training. Zaron professional makeup training runs for three weeks, where the students have the opportunity of becoming makeup artists as well as becoming distributors because by training with Zaron, the student automatically becomes a distributor of Zaron products. “The uniqueness of our training is that at the end of the training, students have a skill as well as a trade,” she said.

Ngozi Nkeiru Umeh, a law graduate from the Enugu State University of Science and Technology told Midweek Features how she became a makeup artist. “I started off professionally in 2013, although I had handled a few jobs before.

Getting money to get trained wasn’t easy, but we thank God for his help. I enrolled at Makeup Designory (MUD) Academy which cost N75,000 and did the course for over a month before I became perfect and took off as a professional business lady,” she said.

Ngozi’s story is one of a growing number, who now turn their hobby, passion or just plain interest in makeup into an employment avenue. In her words “I see myself doing makeup forever as a source of income and I want to train and acquire more knowledge in the beauty field.” For Ngozi , who still intends to go to Law School in November, she won’t drop her passion from makeup. Once she is done with Law School, she hopes to open a shop and continue her business, which is why the money she currently makes from clients,which she gets through Facebook, twitter, Instagram, BBM and Whatsapp is being saved judiciously.

For Grace Shaba, something that started as a hobby in 2011 to keep herself busy while she waited for her call to National Youth Service has become a full-fledged business. Touch of Gracie, based in Minna also trains prospective artists. “We have the personals we call ‘do it yourself (DIY) which is N20,000 for a week or the 3-week class which include day to day makeup, bridal and engagement makeup with gele tying for N50,000. The last category includes all the former plus the smokey look, photography, jazzy, fantasy makeup at N70,000.”

Any white collar jobs in the pipeline for her? “I cant give this up because it is my passion; I rather want to diversify and hopefully be a brand some day,” she said.

The industry’s positive outlook gives hope to the growing number of self-starters such as Adedayo Ogunnaike, a makeup artist and an instructor still working with MUD Nigeria; Mamza Fatima, a makeup artist based in Abuja also self- trained; Mina Suleiman Bawa, a graduate of the American University of Nigeria, Yola and the CEO and powerhouse behind Mimi’s Makeover and Bahijjah Shehu Bawab – A Malaysian trained makeup artist who is also a graduate in Business Information Systems and the brain behind Makeup by Beejay, who look at the success of Banke Meshida Lawal of BM-Pro and intend to carve a niche for themselves.

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