Setting up a make-up business in Nigeria is one of the most profitable ventures in the beauty industry because make-up services are in high demand across the country. Students, brides, celebrities, working professionals and many other Nigerians spend so much on looking good.
To build a successful make-up business in Nigeria, either full-time or as a side hustle, skills, critical planning and an understanding of the business environment are vital.
This article provides a step-by-step practical guide on how to successfully build and establish a make-up business in Nigeria.
Steps to Start a Make-up Business in Nigeria
Step 1: Learn Make-up Skills
To excel in the make-up business, it is not enough for you to be good at what you do; you need to be professionally good. Nigerians are interested in getting value for money they spend, so they will never return to you if your work is not up to standard.
The first step in attempting to set up a make-up business is to enrol for formal training. Look around for make-up schools and review previous works from their students to be sure they are a good option. This training offers you the privilege to learn the proper techniques for several skin types, grasp the use of basic and professional tools, and understand how to manage clients. As an added advantage, the training also often comes with a certificate; this will come in handy when trying to register your brand, giving it credibility.
During and after the training, you need to practise consistently. You can use your family and friends as your models and practise on different face shapes and skin colours. And after the training, you need to stay updated because trends in the make-up space change very fast. Consistently check out international and local artists to stay updated on the latest trends and master the new techniques. Your skill is the product you sell, so keep learning.
Step 2: Define your niche.
Before you invest in the make-up industry, you need to create time to study the industry and find your area of specialisation. The make-up industry in Nigeria is broad; to avoid being confused or pulled in all directions, decide on your make-up niche. It could be bridal make-up, celebrity make-up, photoshoot make-up, casual make-up or even selling make-up products. This allows you to gain expertise in that chosen niche and build a strong reputation with clients.
Your niche will influence everything from your pricing to your marketing. Bridal make-up, for instance, is a huge market in Nigeria but requires high patience and exceptional skills for long-lasting looks. Start with one or two niches and expand as your business grows. Understanding your audience helps you know what services to focus on, how to price, and where to market your make-up business.
Step 3: Create a Simple Business Plan
To thrive in the business world, you need to draft out a simple business plan. It doesn’t have to be anything complicated. For beginners, you can ask yourself questions like, ‘How much do I need to start?’ How much will I charge for each session? How do I get clients? Who are my ideal clients?
And as you advance in the business world, you might need to restrategise by asking yourself other questions on how to scale up. Having answers to these questions gives your make-up business direction and puts you on the right path to success.
After draughting out your business plan, you need to raise start-up capital. Interestingly, you don’t need to have millions in your account; you can start small. With as little as 50,000 naira in Nigeria, you can start your makeup business; it should be able to get you basic makeup products and tools to begin with, and as the business grows, you scale up.
Step 4: Buy the Right Make-up Tools and Products
You don’t need to start with very expensive products. You can begin with essential products such as powder, lipsticks, eyeshadows, brushes, eyeliners, lashes, paah glue, gels, sponges and other essential products. You can purchase them from trusted vendors, both online and in the physical markets like Balogun market in Lagos or Wuse market in Abuja.
As you purchase these products, avoid counterfeit products. Fake products are everywhere in the market, and they can damage your clients’ skin, which can damage your reputation. Ensure you only buy products that are approved by NAFDAC.
Step 5: Register Your Make-up Business
Registering your make-up business gives your brand credibility and makes you look more professional. This is not necessarily important at the onset of the business, but as the business grows, it becomes very important to register your business with the Corporate Affairs Commission (CAC). This builds trust when dealing with corporate clients and allows you access to business opportunities.
The first step in registering with CAC is to get a brand name, one that is catchy and resonates with what your brand represents. However, you need to ensure that name is not being used by another person or brand.
After registering your business name with CAC, you need to create a brand identity. This is how clients can recognise you. Have a simple logo designed with consistent font and colours for your social media handles. Registering your business with CAC is a very simple procedure which you can do yourself or with the help of an agent. It is relatively affordable and can be done online.
Another thing is to register with the Federal Inland Revenue Service (FIRS); this gives your business a Tax Identification Number (TIN), which is important for formal business operations.
Step 5: Build Your Portfolio
For people to trust you, they need to see your work. Your portfolio is your CV in this industry. Offer your services to friends and family at a discounted price or for free. Ensure to use people with different skin tones ranging from light-skinned to dark-skinned, so potential clients will trust you to be able to handle their make-up, no matter their skin tone. Take pictures with a good smartphone or a camera with good lighting.
You can also collaborate with photographers, hairstylists or models who are also trying to build their portfolios. You offer your services to them for free and get high-quality pictures in return. This is known as Time For Print (TFP).
Step 6: Market Your Services Effectively
After building your portfolio, the next step in building your make-up business is showcasing your work to get people to notice you.
One of the best ways to do this is leveraging social media. Take advantage of the various social media: Instagram, Facebook and TikTok. Post high-quality photos and videos on your social media handles.
Engage with other make-up artists and potential clients; comment on their posts, and follow wedding pages and photography media pages. This will help in enhancing your visibility, exposing you to potential clients.
Another very effective method of marketing your services is by encouraging satisfied customers to recommend you. Offer discounts to them when they refer someone to you. You can also offer discounts during festive seasons like graduations, Christmas or Sallah celebrations.
Step 7: Start Small and Scale Gradually
While attempting to set up a make-up business, it is wise to start small, within your means. You can begin with home service, going to clients’ homes or event venues. This helps save money and builds your customer base.
As your business grows and income is steady, you can set up a small studio and scale up as you grow.
Step 8: Think About Product Sales
Beyond offering services, there are other income streams in the make-up business. You can buy and resell make-up products to your clients and followers. You can buy and resell make-up products from popular brands. This is a common way to start a make-up business in Nigeria.
You can sell to your clients and followers, or you can also decide to create your own branded products. However, all these products must be registered and approved by the National Agency for Food and Drug Administration and Control (NAFDAC). This shows the credibility and safety of your products.
Step 9: Manage Your Finances Wisely
Financial discipline will sustain your make-up business and keep it running effectively. Once your business is registered, open a corporate bank account and record your daily expenses and income. Avoid mixing personal and business money. This will aid you in tracking your profit and prevent running at a loss.
Don’t mix personal and business money. Open a separate account for your make-up business and record every expense and income. This will help you track profit and avoid running at a loss.
Also, as you keep making profits from your business, reinvest a certain percentage of the profit back into the business. Channel it into upgrading your equipment or your studio or to buy more professional products that you can resell.
Conclusion
Starting a make-up business in Nigeria is not as hard and complicated as it appears. You don’t need a large amount of capital to begin; with the adequate skills, the right mindset and these practical steps, you can grow your business into a well-established, thriving beauty brand.
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