Make Up in Nigeria Discovery Project
JANUARY 2025
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In-Trend Ltd- The leading Marketing Intelligence Agency for Beauty Innovations Worldwide eb@in-trend-ltd.com | +447738204623 | 27 Gloucester Street London WC1N 3AX
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For a lot of Nigerians value fundamentally means affordable makeup products with a luxurious finish.
Oftentimes, the word “luxury” in the Nigerian market means more than just price, even though pricing is a significant factor. Premium indigenous brands are often viewed as luxurious in Nigeria. Luxury depends on branding, exclusivity, and the ability to access foreign products. To the average Nigerian in the beauty market, luxury signifies access to brands and products dominating the international market rather than Nigerian brands. For many, this perception stems from concerns about quality. Some consumers argue that Nigerian brands made locally are not of high quality and merely imitate international brands. However, when they encounter Nigerian brands with a proven track record of quality products, they complain about the price point, claiming it is unaffordable, especially considering Nigeria's current economic climate and foreign exchange rate.
In Nigeria, there is a significant gap between the rich and the poor, with the middle class almost disappearing due to the high cost of living. The rich, which are often not limited to (celebrities, political leaders, and religious leaders) form a lucrative market on their own, while students, beauty creators and enthusiasts, civil servants, domestic staff, teachers, and makeup artists themselves constitute another.
SEGMENTATION OF MAKEUP BRANDS IN NIGERIA: VALUE VS LUXURY
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Value Brands/Products: Affordable, accessible to the mass market, good quality. Nigerian Brands that fall into this category are;
SEGMENTATION OF MAKEUP BRANDS IN NIGERIA: VALUE VS LUXURY
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“our products are one of the best, worldwide. We are the most affordable make-up brands in Nigeria currently. This is despite the fact that we have in our products what the other so-called high-end ones don’t. We are able to remain afloat in business because the company devotes lots of time and financial resources into research. The company has been existing since 2006,” - Mr Michael Obi (Founder) explained.
Founder of Hegai & Esther was relieved that people embrace Nigerian Brands. She is also excited when people assume they are not a Nigerian Brand because of their product quality. She started her own makeup line because as a distributor for other brands she noticed that people complained about the staying power of the products considering the Nigerian weather and hot climate as well as the limited undertones. She aimed to solve these problems with her products and has been in business for over a decade. Challenges: Funding (High interest rates from Nigerian banks) Importation & distribution as some of the labs are not in Nigeria. The fluctuating exchange rate in Nigeria. Video Here
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From conversations with people in my network, , I found that not everyone knows Classic is a Nigerian Brand. And this is because of the packaging of the makeup products as it reads Classic Makeup USA. While it is true that the brand produces a lot of it’s products in the United States, the decision to have USA on the product is a marketing decision that works in Nigeria. Classic Makeup is marketed as Classic. By associating the brand with the United States, it leverages the perception that U.S.-origin products are often high-quality, trendy, and reliable.
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Luxury / Premium Indigenous Makeup brands. True luxury brands in the international sense are still as of today, emerging in Nigeria. There are some brands that are considered premium or mid-tier and they are as follows;
SEGMENTATION OF MAKEUP BRANDS IN NIGERIA: VALUE VS LUXURY
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House of Tara is a luxury Nigeria brand and this is not by chance, they leveraged storytelling & the idea of women’s empowerment, with the founder Tara Fela Durotoye being forward facing & Sharing her Journey openly. They increased their products line from six to multiple after receiving 15 million Naira funding from Oceanic bank. Now they have over 270 products. They use of sales reps to market products in campuses and prioritized quality makeup education. They faced challenges like product counterfeiting and Nigeria’s organically launched the #IstandwithTara campaign on social media in 2016, to raise awareness on the authenticity of the product and how to differentiate it from counterfeits/fake products.
SEGMENTATION OF MAKEUP BRANDS IN NIGERIA: VALUE VS LUXURY
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BM Pro has maintained its prestige through exceptional skill and artistry, creating signature makeup looks instantly recognizable for their flawless, almost “photoshopped” finish—an effect that has become a hallmark of the brand. This distinct aesthetic has propelled BM Pro into international markets, including the UK, US, and Dubai, where the demand for its secrets and products grew. Founder Banke Meshida-Lawal views makeup as a luxurious indulgence, stating, “A makeup session is a luxury—if you don’t do it, you won’t die… my makeup artistry is a feel-good pill.”
She also says, “…I know that if I want a face to be waterproof I add silicone or some other ingredient and that determines the cocktail of product needed to create that face… I know the value of what I do, in the circles I have been in it is greatly appreciated…if you have someone whose entire office is worth $20,000 she is not going to want you to use products that are #300 in the market, she’s gonna want the top of the range & I have that..”
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Founder of Hegai & Esther was relieved that people embrace Nigerian Brands. She is also excited when people assume they are not a Nigerian Brand because of their product quality. She started her own makeup line because as a distributor for other brands she noticed that people complained about the staying power of the products considering the Nigerian weather and hot climate as well as the limited undertones. She aimed to solve these problems with her products and has been in business for over a decade. Challenges: Funding (High interest rates from Nigerian banks) Importation & distribution as some of the labs are not in Nigeria. The fluctuating exchange rate in Nigeria. Video Here
“our products are one of the best, worldwide. We are the most affordable make-up brands in Nigeria currently. This is despite the fact that we have in our products what the other so-called high-end ones don’t. We are able to remain afloat in business because the company devotes lots of time and financial resources into research. The company has been existing since 2006,” - Mr Michael Obi (Founder) explained.
SEGMENTATION OF MAKEUP BRANDS IN NIGERIA: VALUE VS LUXURY
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From conversations with people in my network, , I found that not everyone knows Classic is a Nigerian Brand. And this is because of the packaging of the makeup products as it reads Classic Makeup USA. While it is true that the brand produces a lot of it’s products in the United States, the decision to have USA on the product is a marketing decision that works in Nigeria. Classic Makeup is marketed as Classic. By associating the brand with the United States, it leverages the perception that U.S.-origin products are often high-quality, trendy, and reliable.
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Some Nigerian Products that have gained popularity in the Nigerian Beauty Market
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Lightweight, buildable, skin-matching formula
Precision tool for flawless arche
High-definition coverage meets hydration
creamy & silky hues to achieve radiant cheeks.
Velvet-rich lip color with staying power.
Seamless blending with professional ease.
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“The amount of people that will spend more on really expensive products are less than people who buy affordable products, they spend good money on good products but the products may not be considered luxurious..Makeup brands that offer value dominate the mass market with their affordability, accessibility, and wide product range, while luxury makeup brands cater to the more affluent consumers seeking exclusivity and high-quality products.” ~ Sandra Brows (Makeup Artist Based in South Eastern Nigeria. Travels to different parts of the East for bridal makeup) - Age: Mid - Late Twenties.
Her Clientele: Politicians wives , Brides, students celebrating milestones like graduations & inductions, models doing editorial shots.
Response transcribed from a voice Message
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To gain deeper insights into Nigeria’s Beauty & Makeup Market, I conducted an informal Q&A with about 12 women from different parts of the country, exploring their perspectives on value, affordability, luxury, and consumer buying behavior. The conversations, which took place in person, over phone calls, and via DMs, included three makeup artists, four beauty and lifestyle content creators, and five everyday makeup users, ranging in age from 21 to 60. Here is what they had to say;
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Attached Screenshots from a Chat with Shalom Aiyanna - UGC Makeup Creator and brand influencer. Age: 21
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Attached Screenshots from a Chat with Shalom Aiyanna - UGC Makeup Creator and brand influencer.
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a chat with Khosie, Fashion model and Makeup Enthusiast - Age 22, lives in Lagos Nigeria
Transcribed Conversation from her voice message.
“Roseline, the makeup space is so wild that what’s trending on one store shelf isn’t what’s trending on the next. Mostly, I’m into FX, face paint, and eyeshadow more than the normal contemporary makeup. I like very matte, full-coverage foundations, and I prefer Nigerian brands because I’m sure I’m buying original products. With imported brands, I’m never sure if they’re genuine or unadulterated, and they’re pricey. I saw one for 80,000 and another for 150,000 naira—I ran away from the page! I am really scared of adulteration. If you go to the average makeup store in Nigeria, you’ll find foreign products, but I can bet you that the companies that made these foreign products aren’t even aware of the products on those shelves. The only people I trust are the bougie stores in Lagos or Abuja because they’re servicing big madams, and they won’t sell fake products. But the issue is the price. So , I go for Nigerian brands like Beauty by AD, Zikel, and Avour. These are good, well-priced Nigerian brands, costing about 15,000 to 20,000 naira. However, when it comes to application, the difference is very clear.”
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a chat with Khosie, Fashion model and Makeup Enthusiast - Age 22, lives in Lagos Nigeria
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a chat with Khosie, Fashion model and Makeup Enthusiast - Age 22, lives in Lagos Nigeria
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Had a friend who lives in Lagos ask makeup artists in her area these questions. These are Makeup artists without stores yet, who mostly do home service or have people come to their space. Without the side hustle of makeup artistry they are beauty enthusiasts. Age: 27 & 32 respectively. Got a run down via phone calls and here is my gathering/ conclusion from their submissions.
Q: When it comes to makeup in Nigeria how are brands categorized?
A: They can be grouped into
Value Brands are super affordable and made for the mass market. Think of names like Zaron, Tara, and Classic Makeup.
Luxury Brands are at the high end, with premium pricing and that global appeal—like MAC, Fenty Beauty, and Huda Beauty.
Then there are Mid-Tier/Accessible Premium Brands, which offer great quality without breaking the bank, like Maybelline and Milani.
Finally, there are Indigenous or Niche Brands, which are locally crafted, like Nuban Beauty, arguably designed with Nigerian skin tones in mind.
Q: Where do you or your clients actually buy makeup in Nigeria?
A: It’s a mix of in-person and online shopping. For physical stores, supermarkets like Shoprite or Ebeano, beauty retailers, and open markets like Balogun or Trade Fair are big players. Online, there’s Jumia and Konga. Plus, social media platforms, especially Instagram and WhatsApp, are massive for direct sales, often through influencers.
Q: What do you think is trending right now?
People are really into skinimalism—lightweight products and barely-there foundations. Multi-use products, like lip and cheek stains, powder palettes are also a hit. On the marketing side, brands are leaning into bold, vibrant packaging and showcasing foundation and powder ranges for a wider range of skin tones. Seasonal gift sets and discounted bundles (think foundation, concealer, and setting powders) are a huge thing too.
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Had a friend who lives in Lagos ask makeup artists in her area these questions. These are Makeup artists without stores yet, who mostly do home service or have people come to their space. Without the side hustle of makeup artistry they are beauty enthusiasts. Age: 27 & 32 respectively. Got a run down via phone calls and here is my gathering/ conclusion from their submissions.
Q: Where do you or your clients actually buy makeup in Nigeria?
A: It is both in-person and online shopping. For physical stores, supermarkets like Ebeano, Shoprite, big shopping malls or, beauty retailers, and open markets like Balogun or during Trade-fairs where makeup products are on a discount and the companies direct sales rep are present. Online, there’s Jumia and Konga., social media platforms, especially Instagram and WhatsApp, are massive for direct sales, often through influencers.
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voice Message conversation with two sisters in their 30’s living in Abuja. Both sisters are content creators. Let’s call them Z & E
Takeaways from the chat: It is the branding that is done online that determines what is trending in stores. Pricing is what moves the market and Luxury brands are simply international brands. Listen to three minute audio conversation here: https://drive.google.com/file/d/1rxBcmXIMSFpXNlfVNsQqrK42FAr5Wg5T/view?usp=drivesdk
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Transcription from phone call with everyday make up user- woman, Age 35
“I think value is subjective and I buy Nigerian Brands because they are cheaper. What I find cheap, another person may not find cheap. I typically use Avour. Sometimes when I want the premium feel I go for products like Dabota Lawson & Beauty by AD, the high end Nigerian Brands. If I have money to splurge, I’ll definitely buy international brands, maybe Fenty.
Transcription from phone call with everyday makeup user- woman, Age 23
“For me Skincare is makeup & truth is price affects Nigerians.because when we see that the price is high we think it’s good quality because of price. I feel like most young people buy online and this is because of access to the products, especially in the east, I visit cosmetics stores and I cannot see some products I want. Last time I went to makeup stores, discovered products like Marykay are quite popular in stores. As for what is trending in stores, I don’t think it’s one universal thing, the only places I have seen that have an organized system where only certain products are pushed is when the makeup shop is based on a particular brand, like Zara stores now selling their entire Zara makeup line. But Nigerians tend to mix, it’s not like abroad where a fenty store will say only Fenty things, even the Zara Makeup store in Enugu where I stay sells other makeup products.
Word for word from physical conversation with two women - Age 60 & 56
“I buy any product regardless of price, so far as it works. I think it’s application that matters.I usually ask the store owners to recommend something that will make me look Good and is of high quality. I majorly spend my money on foundation and lip gloss. I’ll show you my makeup stash but I mostly buy foreign brands, because when I say high quality this is what they bring out. I have used Mary Kay, Maybelline, L’Oréal, down to Zikel etc” - 56 year old woman.
“Me I just need a good foundation and good eye pencil and I am good. I don’t care the brand of the foundation, so long as my daughter, she likes makeup, says it’s good. When I have a serious place to be, I pay a Makeup artist to do the job.” - Woman 60 says.
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Make up stash 56 year old
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Make up stash 56 year old
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Mac cosmetics is an international brand huge in Nigeria and its because of a number of factors ranging from its global appeal, shade inclusivity, Social Media influencers and its involvement in cultural events and fashion shows.
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L’Oréal has a huge presence in Nigerian & operates a multi-brand strategy, catering to different market segments, from mass-market to luxury. Key makeup brands under L’Oréal include:
• Maybelline: A mid-tier, accessible brand known for iconic products like the Fit Me Foundation, Colossal Mascara, and Super Stay Matte Ink Lipstick.
• Lancôme: A luxury brand offering premium makeup products like the Teint Idole Ultra Wear Foundation and L’Absolu Rouge lipsticks.
• Urban Decay: Focused on bold and edgy products like the Naked Eyeshadow Palettes and All Nighter Setting Spray.
• NYX Professional Makeup: Trendy and affordable, known for its vibrant lipsticks and setting sprays.
Watch here, talked about the undertones you get with this and other features:
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More International Brands with a huge presence in Nigeria.
Maybelline has a standalone stores in Lagos Nigeria. Position themselves as a Mid-tier brand. Entered under the umbrella of L’Oréal which already has a strong presence in the beauty industry in Nigeria. Key products are their FIT Me Foundation, Matte + Poreless Foundation, their colossal mascara & Kajal. Introduced Nigeria Afrobeats singer Ayra Starr as face of the brand.
Watch here:
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International indie brands also dominate the Nigerian Makeup market. Some of them are:
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I visited two large makeup stores in my city recently, and as soon as I walked in, the store owners asked about my budget. When I said I wanted something affordable, the first recommendation was Zikel foundation. Curious, I asked why Zikel was mentioned first, even though there were other budget-friendly options. They explained it’s because Zikel is top of mind—it’s a popular choice and considered a great foundation. Now, I’m really dark-skinned, so finding the perfect shade was a challenge. Some brands in the store didn’t even carry my shade, and for the ones that did, there was another issue: no testers. Instead, they pumped directly from sealed products in stock after I assured them I’d buy a foundation. It felt like such an awkward process. Even with Zikel, they struggled to pump or open the sealed bottle without ruining the packaging, which made it impossible to test properly. The store owner suggested I do a “blind buy,” telling me that many customers do it and it works. But I couldn’t bring myself to risk it. So, I tried Avour instead and finally found something close to my shade. The experience got me thinking about the lack of inclusivity in the Nigerian makeup market. International brands seem to offer a broader shade range, which makes a big difference. When I asked the sales rep what someone darker than me would do if I was already struggling, she replied, “There’s nobody I’ve seen that’s darker than you.” That response really stuck with me—it says so much about the gaps in the market.
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What the shelves in store look like
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What the shelves in store look like NB:: you can see like a Zaron Makeup Fridge. In it contains only Zaron products and it is very visible once you walk into the store. I have seen this in about two stores. Sometimes these brands provide retailers / wholesalers with this makeup fridge/ showcase and it automatically helps with promotion and makes it seem like the products are more special than the others. Also gives the store a premium feel.
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Nigerian Brands have evolved and are of good quality.
However there is sufficient complain on social media about quality dropping after product launches. So consumers buy the same product but get different experiences, also most undertones are yellow, attention needs to be paid to having more undertones as most makeup artists have to mix two or more foundations to get the perfect shade for certain clients. Many lack comprehensive shade ranges, particularly for very dark and very light skin tones. This limits options for a significant portion of the population. Some Nigerian brands have inconsistencies in product quality, especially across batches. This creates a trust issue among consumers. Also packaging is a huge thing. Class bottles feel more luxurious, not a lot of Nigerian brands have class bottles.
Watch Dimma Umeh do a breakdown on some Nigerian Brands Here:
Products she is loving: powders from flawless Ivy, Dabota grill Blush Palette, Zaron makeup Blushes & spray , Nuban beauty concealers ( although it dries down fast) lash glue by Yango beauty, highlighters from RLG cosmetics, etc.
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Reviews of Nigerian Makeup Brands
@glam_by_bibii
51.9k views here
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Reviews of Nigerian Makeup Brands
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Colour theory, shade matches & undertones are a thing in Nigeria
@Y0syyy
9.8k views here
@b.e.a.u.t.i.f.i.e.d
4.9k views here
@Dimma Umeh
24k views here
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Makeup hacks / Routines
The usual clickbait and dramatized videos are replaced with practical advice
In Nigeria’s hot and humid climate, makeup tends to melt or fade quickly. Using setting spray after each step helps combat sweat and oil, ensuring a long-lasting, flawless finish. Makeup artists and beauty influencers use this hack generally.
@ithamar-b
400.1k views
Blessing Omagbemi, known as Bibyonce, is a prominent Nigerian makeup artist celebrated for her innovative techniques. She popularized using lipstick as eyeshadow, makeup hack. This hack involves applying lipstick to the eyelids as a substitute for traditional eyeshadow, allowing for a cohesive and vibrant look using a single product.
@magnificent-signature
31.8k views
Correct dark circles with blushes
In the absence of color correctors use a red or orange blush.
@Shalomaiyanna 8.1k views
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Value Brands
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Mass Market brands
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Luxury / High End Market brands
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Creators & Influencers
@enioluwaofficial - is an influencer, public speaker, media specialist and writer. Brand partnerships Mac & fenty beauty.
@Denolagrey is a Model, Fashion Consultant and media personnel. Face of fenty beauty UK.
@Iamdodos & @dartistebydodos is a beauty and style influencer, makeup artist and digital creator.
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@DimmaUmeh is a beauty, fashion, and lifestyle blogger
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Make-up Artists
Layeefa Ebitomo -@@layeefabeauty
Is a Makeup Artist, Beauty Influencer, YouTuber and Co-Founder of Merak.
Blessing Omagbemi- @bibyonce
Is a Makeup Artist and Beauty Entrepreneur.
@Jideofstola is a makeup artist, fashion expert, and creative director
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Makeup Artists
Banke Meshida Lawal - @Banksbmpro is a Nigerian make-up artist and the founder and CEO of BMPro Makeup Group, a make-up and cosmetology firm in Nigeria.
@T.alamodebeauty is a Makeup Artist, beauty educator and influencer
@Revysbeauty is a bridal and beauty artist and beauty educator
Adeola Adeyemi - @Diiadem is the founder of Beauty by AD. She is a Makeup, Fashion and lifestyle influencer.
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