‘Look At Me, I Want Your Business'

There are two Nigerian cosmetic brands – Zaron and House of Tara – that are fast inducting many more young entrepreneurs into the business of beauty and creating jobs across West Africa. The Nigerian women behind these brands are revolutionaries in Africa.

- Victor Mamora

In West Africa, religion and tradition are strictly adhered to. In this environment, a woman choosing a career as a beautician would be frowned upon and castigated two decades ago. But that was then; we now have millionaire beauty experts in Africa and many promising young women emerging in the beauty industry around the continent.

This is an element of the big shift in Africa’s business sphere. Businesses now operate in a society with young, self-conscious and independent consumers. Cosmetics and makeover artists are thriving amid this attitude of young people.

The presence of this younger generation on social media, with features such as ‘Like’ and ‘Share’ and selfies, are evidence of their “look at me” attitude. Businesses are thriving on this need for attention by young consumers.