Over the years, Nigeria’s makeup industry has expanded rapidly, going from a basic beauty service to a developed sector. This progress was made through a lot of effort from pioneers who continuously developed and improved the craft.

Through their inventiveness and commitment, they have made a lasting impression on the international scene and elevated Nigerian makeup artistry beyond national boundaries.

Because of the pioneers who set the groundwork, the sector now functions as a thriving ecosystem that combines cultural diversity with modern trends.

One of these pioneers is the well-known Nigerian beauty icon Bimpe Onakoya. She graduated from the University of Lagos, where she started her career in makeup by giving students free makeovers. Her passion and skill developed over time, and she eventually established Elite Beauty Pro, a company where she provides beauty services to individuals and organisations. She is the Artistic Director for Maybelline NY Nigeria. Bimpe has had a huge impact on the industry throughout her long career, motivating many aspiring artists with her achievements, such as being the first makeup artist from Africa to work at New York Fashion Week.

In this interview with THEWILL DOWNTOWN’s Dorcas Akintoye, Bimpe Onakoya discusses her journey to becoming a makeup icon, her work with Maybelline Nigeria, the vision behind Elite Makeup Pro, and her thoughts on the evolving beauty landscape in Nigeria.

What initially inspired you to pursue a career in makeup artistry?

My initial inspiration to pursue a career in makeup artistry came from my fascination with the transformative power of makeup and the way it can enhance a person’s features and express individuality. In the early nineties, after my secondary school education, I started paying keen attention to magazines like Ebony and kept watching musical videos of Tony Braxton, Whitney Houston, etc, with my attention solely focused on their makeup and hair. It was a new world for me, almost like Alice in Makeup Land; I wanted to be part of that world so badly. From OAU Ife to Unilag, I kept practising with my friends, and it got easier when I became a makeup apprentice; watching makeup tutorials online and seeing how artists could create stunning looks sparked my creativity and made me realise that makeup is not just a tool, but an art form.

Additionally, I was inspired by the confidence that makeup can bring to people. I loved the idea of helping others feel beautiful and empowered, whether for special occasions or everyday life. This combination of creativity and the ability to uplift others truly motivated me to embark on this journey in makeup artistry.

What was it like being the first African-based makeup artist at New York Fashion Week?

Being the first African-based makeup artist at New York Fashion Week was a truly groundbreaking moment for me. It felt like stepping onto a global stage where I could not only showcase my skills but also share the rich beauty traditions of my culture. There was a mix of excitement and pressure, knowing that I was representing not just myself but also countless talented artists back home and also my brand that trusted absolutely. The experience allowed me to connect with artists and models from diverse backgrounds, fostering a collaborative environment that celebrated creativity. Additionally, the support from fellow artists was invaluable. Many reached out to encourage me, and I felt a sense of camaraderie that transcended borders. This experience not only solidified my passion for makeup artistry but also motivated me to advocate for more African representation in fashion. It became clear that my presence at such a prestigious event was not just about me; it was about inspiring the next generation of artists and proving that talent knows no geographical boundaries. Overall, it was a pivotal moment in my career that I will always cherish.

How has working with renowned designers and celebrities impacted your artistic vision?

Working with renowned designers and celebrities has profoundly impacted my artistic vision as a makeup artist.

Collaborating with such influential figures exposes me to diverse styles, innovative techniques, and unique perspectives on beauty. Each designer has their aesthetic, which challenges me to think outside the box and adapt my skills to fit their vision, ultimately enhancing my versatility.

Interacting with celebrities also provides insight into how makeup can transform not just appearance but also confidence and presence. Seeing how they own their look on the red carpet or during a photoshoot inspires me to push boundaries and experiment with bold choices. This exposure has encouraged me to incorporate more daring colours and unconventional styles into my work, allowing me to develop a signature approach that reflects my style and contemporary trends. Moreover, these experiences have taught me the importance of storytelling through makeup. Each project becomes an opportunity to convey a narrative, whether it’s through a high-fashion editorial or a celebrity’s style. This focus on storytelling has enriched my artistic vision, leading me to create looks that are not only beautiful but also meaningful. Ultimately, working with renowned designers and celebrities has broadened my horizons, deepening my understanding of the fashion world and shaping my identity as an artist. It has instilled a sense of confidence in my abilities and reinforced my commitment to celebrating diversity and creativity in every makeup look I create.

Can you describe the challenges you faced early on in your career and how you overcame them?

Early in my career as a makeup artist, I faced several challenges that tested my resilience and determination. One of the most significant hurdles was making people understand that I was no longer doing it for fun and that it had become a business for me. They wanted everything free! As a newcomer, securing opportunities and building a portfolio was difficult. To overcome this, I focused on networking and building relationships with local photographers, models, and designers. Collaborating on creative projects helped me showcase my skills and gain visibility. Another challenge was access to high-quality products and resources. In the beginning, I had to make do with limited supplies, which often meant getting creative with what I had. I learned to adapt techniques and experiment with different products to achieve the desired looks. This resourcefulness not only improved my skills but also taught me the importance of innovation in makeup artistry.

Additionally, I encountered scepticism about my abilities. Those days, I used to look like a Tom Boy with no makeup on my face, nothing to really show them what I was capable of. I guess God was on my side because somehow, despite it all, they still allowed me to do my thing and most of the time, those sessions always ended well with them being amazed! Lastly, balancing the demands of the job with the need to maintain my unique artistic voice was challenging. In a world that often emphasises commercial appeal, I had to stay true to my vision while meeting client expectations. I learned to communicate effectively with clients, ensuring that my creative input was valued while also being open to collaboration. Through perseverance, networking, and a dedication to honing my craft, I was able to navigate these challenges and carve out a space for myself in the industry. Each obstacle taught me valuable lessons that shaped my journey as an artist, reinforcing my passion for makeup and my commitment to authenticity in my work.

What has been one of your most fulfilling moments as a makeup artist?

There have been too many moments at different times in my career! When I was signed on as the Artistic Director for Maybelline NY Nigeria, I met and worked with different people from around the world, people like Naomi Campbell, Alek Wek, and so many more. I was the head Artist to two of the biggest fashion weeks in Nigeria and was made a Key Artist at NYFW. There are so many more. I’m just grateful to the God of the universe!

What inspired you to start Elite Makeup Pro, and how has the company evolved over the years?

The inspiration to start Bimpe Elite Makeup Pro came from my own experiences navigating the beauty industry. I saw firsthand how challenging it could be for emerging artists, particularly those from impoverished backgrounds, to access quality training and mentorship. I wanted to create a space where talent could be nurtured and where individuals could learn not only the technical skills required for makeup artistry but also the business acumen necessary for success. My goal was to empower others to pursue their dreams in a supportive and inclusive environment. But currently, that aspect of the business is struggling because of the financial challenges we face today. Ultimately, our mission remains the same: to empower and uplift aspiring makeup artists, fostering a vibrant community that celebrates creativity, diversity, and the transformative power of beauty.

What sets the Bimpe Onakoya brand apart from other makeup service providers in Nigeria?

The Bimpe Onakoya brand stands out from other makeup service providers in Nigeria for several key reasons. Our approach combines traditional techniques with contemporary trends, allowing us to create looks that are not only stylish but also culturally resonant. We celebrate the rich beauty heritage of Nigeria while integrating modern aesthetics, ensuring our clients feel both beautiful and authentic. We prioritise personalisation, tailoring our services to meet the specific needs and preferences of each client. Whether it’s for weddings, events, or editorial work, we take the time to understand our clients’ visions and work collaboratively to achieve their desired looks.

Beyond providing makeup services, my brand is dedicated to empowering others through education. We offer workshops and training sessions that equip aspiring makeup artists with the skills and knowledge they need to excel in the industry. This commitment to education helps foster a community of talented artists and elevates the overall standard of makeup artistry in Nigeria. We celebrate diversity in beauty by embracing and highlighting various skin tones and features.

Our team is trained to work with a wide range of complexions, ensuring that every client feels represented and catered to. We only use toptier products that are suitable for various skin types and climates, ensuring long-lasting and flawless results. Our commitment to quality reflects our dedication to client satisfaction and professionalism. We pride ourselves on providing a memorable and enjoyable experience for our clients. From the initial consultation to the final look, our focus on excellent customer service sets us apart and fosters lasting relationships. Overall, the Bimpe Onakoya brand merges artistry, education, and community engagement in a way that distinguishes us in Nigeria’s vibrant beauty market, making us a go-to choice for clients seeking exceptional service and a meaningful connection to their beauty journey.

As someone who has worked on international projects, how do you bring global beauty trends to your everyday clients?

As a makeup artist with experience in international projects, I strive to bring global beauty trends to my everyday clients by adapting them to suit individual styles, preferences, and local contexts. I start by encouraging open communication with my clients about their preferences and comfort levels. This collaborative approach allows me to introduce new trends in a way that feels authentic and aligned with their style. Knowing fully that every client is unique, I tailor global trends to fit their features and preferences. For instance, if a trend emphasises bold colours or unique textures, I consider how these elements can enhance my client’s natural beauty while ensuring they feel comfortable and confident. I also incorporate techniques from international projects into my everyday work.

For example, if I learn a specific contouring method or application style that enhances facial features, I can adapt that to various skin types and tones for my clients. I often recommend products that embody global trends while also catering to the needs of my clients. By curating a selection of both local and international brands, I can offer options that reflect trending styles without compromising on quality or suitability.

In essence, my goal is to bridge the gap between global beauty trends and the unique preferences of my everyday clients, creating looks that are both fashionable and personally meaningful. This approach not only keeps my artistry fresh and relevant but also ensures that my clients always feel their best.

What are the main responsibilities you handle as Artistic Director for Maybelline Nigeria?

As the Artistic Director for Maybelline Nigeria, my main responsibilities encompass a range of creative and strategic tasks that help shape the brand’s presence in the market. I lead the artistic vision for Maybelline’s campaigns, ensuring that our messaging and visuals resonate with our target audience. This involves conceptualising makeup looks, overseeing photoshoots, and collaborating with photographers, models, and stylists to bring our vision to life. I stay attuned to global beauty trends and consumer preferences, analysing how they can be adapted to the Nigerian market. This helps in developing relevant products and marketing strategies that align with local beauty standards and cultural influences. I assist the product development team in providing insights on new products and formulations that cater to the needs of Nigerian consumers.

This includes testing products, providing feedback, and ensuring that they meet the high standards of quality and performance expected from Maybelline. I conduct training sessions for makeup artists and brand ambassadors, sharing techniques and best practices to ensure they represent the brand effectively. This also involves mentoring emerging talent within the beauty community.

I oversee the execution of marketing campaigns, ensuring that all elements— from social media to in-store promotions— align with our overall artistic direction. This includes coordinating with various teams to maintain a cohesive brand image. I work to build relationships with beauty influencers, artists, and consumers, fostering a sense of community around the brand. This engagement helps in understanding consumer feedback and adapting our strategies accordingly. I contribute to the overall brand strategy, aligning our artistic goals with business objectives. This involves analysing market performance and adjusting our approach to maximise impact and reach. My role as Artistic Director for Maybelline Nigeria combines creativity, strategy, and community engagement, all aimed at elevating the brand’s presence and ensuring it resonates with a diverse audience. My focus is on celebrating beauty in all its forms while driving innovation and excellence within the brand.

What is the most rewarding aspect of representing Maybelline in Nigeria?

The most rewarding aspect of representing Maybelline in Nigeria is the opportunity to inspire and empower individuals through beauty. Being associated with such a globally recognised brand allows me to connect with a diverse audience and celebrate the unique beauty of Nigerian women. Working with Maybelline allows me to engage with local communities through workshops, events, and collaborations. Sharing knowledge and skills with aspiring makeup artists and beauty enthusiasts is fulfilling, as it helps nurture the next generation of talent in the industry. Overall, representing Maybelline in Nigeria is not just about the products; it’s about making a meaningful impact in people’s lives, promoting diversity, and fostering a community where beauty can be celebrated in all its forms.

How has the makeup industry in Nigeria evolved since you first started?

The makeup industry in Nigeria has undergone significant evolution since I first started, marked by several key developments. Firstly, I would say, increased awareness and education. When I began my career, there was limited access to professional makeup education and resources. Over the years, there has been a surge in beauty schools, workshops, and online tutorials that provide aspiring artists with the skills they need. This has led to a more informed and skilled community of makeup artists.

Secondly, I would say the growth of local brands. The rise of local beauty brands has transformed the landscape. Many Nigerian entrepreneurs have launched makeup lines that cater specifically to the diverse skin tones and preferences of Nigerians, creating products that reflect local culture and beauty standards. This has increased competition and innovation within the industry. Also, the industry has become more inclusive, with brands recognising the importance of catering to a wide range of skin tones. There is now a stronger emphasis on developing products that suit various complexions, which has helped many individuals feel represented and valued. Social media platforms have played a pivotal role in the growth of the makeup industry.

Influencers and beauty content creators have emerged, using platforms like Instagram and TikTok to showcase their artistry, share tutorials, and connect with audiences. This has democratised beauty and allowed for the rapid spread of trends and techniques. Nowadays, makeup has become more accepted in everyday life, moving beyond special occasions. Many women now incorporate makeup into their daily routines, driven by the influence of beauty influencers and the desire for self-expression. The industry has seen a rise in professionalism, with makeup artists adopting best practices and higher standards. This includes better hygiene practices, more sophisticated techniques, and an emphasis on client consultation and satisfaction. There is now a greater sense of community among makeup artists, with more opportunities for collaboration and networking.

Events, trade shows, and beauty fairs have become platforms for artists to connect, share knowledge, and showcase their work. The Nigerian makeup industry is gaining international recognition, with local artists participating in global beauty events and collaborating with international brands. This exposure has put Nigerian talent on the map and has fostered a sense of pride within the community. The evolution of the makeup industry in Nigeria reflects a broader cultural shift towards embracing beauty, diversity, and self-expression. It’s an exciting time to be part of this industry, and I’m proud to witness and contribute to its growth.

What changes would you like to see in the Nigerian beauty industry in the next decade?

In the next decade, I would like to see several transformative changes in the Nigerian beauty industry that would further elevate its growth and inclusivity, the establishment of more comprehensive beauty schools and training programs that emphasise both practical skills and business acumen. This would empower aspiring makeup artists with the knowledge they need to thrive in a competitive environment, including courses on marketing, branding, and entrepreneurship. I hope that Nigerian beauty brands gain more visibility and recognition on international platforms. This could involve collaborations with global beauty influencers and participation in international beauty events, showcasing the richness of Nigerian beauty to a wider audience. I envision a beauty industry that celebrates a broader spectrum of beauty standards, embracing all skin tones, body types, and cultural backgrounds. This includes more diverse representation in advertising, product offerings, and brand narratives, ensuring that everyone feels represented, and I would like to see ongoing innovation in product development specifically tailored to the unique needs of Nigerian consumers. This includes more products designed for the local climate and diverse skin tones. I would also like to see advancements in technology integrated into the beauty industry.

How do you feel about the rising popularity of beauty influencers and their impact on the industry?

The rising popularity of beauty influencers has had a profound and multifaceted impact on the beauty industry, and I view this phenomenon positively for several reasons.

Beauty influencers are now playing a crucial role in democratising beauty by making it more accessible. They often share tips, tutorials, and product reviews that empower everyday individuals to experiment with makeup and skincare, regardless of their level of expertise. This shift has encouraged more people to engage with beauty. Many beauty influencers build their brands on authenticity and relatability. Their genuine experiences and recommendations resonate with audiences, creating a sense of trust.

This connection often influences purchasing decisions, as consumers feel more aligned with influencers who share their values. I believe that the rising popularity of beauty influencers has enriched the beauty industry in many ways.

They have introduced diverse perspectives and created new opportunities for engagement and collaboration. As the industry continues to evolve, it’s essential for both influencers and brands to prioritise authenticity and responsibility, ensuring that the beauty narrative remains inclusive and empowering for all.

Dorcas Akintoye
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Dorcas Akintoye is a versatile writer with a passion for beauty, fashion, relationships, and culinary delight. With a keen eye for detail and a passion for storytelling, she adds a touch of elegance to every topic she explores. She is a writer at THEWILL DOWNTOWN.