Posted on 15 December, 2014

Gbemisola Ademola Adebayo, CEO, Hegai & Esther Makeup Solutions, has a differ­ent approach to deal­ing with competition in business. She focuses on being different from the rest and carving a niche for herself. She told KATE HALIM that her dream is to build a brand that will outlive her; one that will be internationally competitive.

You studied Sociology and Anthropology in school, how does that relate to what you do today?

In many ways it does, just like it does in every other enterprise. At Hegai & Esther, we are trying to build a brand that transcends us, a brand that is competitive with any successful brand worldwide. Being artistic alone isn’t enough to get us achieve this vision, a lot more in terms of structure, operations, systems, etc is required; and in no little way does applied sociology influence these areas of business.

Many times, I have had to apply a number of sociological theories in many areas of my business, especially in decision making, research and human resources. A lot of people think Sociology is all academic and has no relevance to work life, this is a misconception, and I hope a lot of our young people taking the course will take time out to see the many career opportunities therein.

What do you do at Hegai & Esther Makeup Solutions?

At Hegai & Esther, our goal is to create a total makeup brand, by providing proudly Nigerian makeup products and the tools for its application. In the few years we started, we have been able to make great strides particularly in the area of providing makeup tools and accessories that Nigerian makeup artists can make use of. particularly in the area of providing makeup tools and

Hegai & Esther is also a campaigner for proper hygiene practices among professional makeup artists and enthusiasts. Using education and the availability of our range of hygiene essentials and speaking engagements, we have been able to teach on the risk of cross-contamination and diseases which are caused by bad hygiene practice. This has helped the culture of makeup hygiene among Nigerian makeup professionals to grow in leaps and bounds.

How did the idea to set up this business come about?

Let’s just say having started off as a makeup artistry firm we were quick to identify the many challenges that professional makeup artists and makeup enthusiasts deal with. Challenges like accessibility of tools and products that address the peculiar needs of Nigerian woman.

What attracted you to the beauty industry?

The beauty industry wasn’t in my list of career options until in my last year in school when a friend taught me how to sculpt my eyebrows. One thing led to another, I started practising with eye shadows and other products, both on myself and friends. One day, a friend suggested to me that I could make a living from it, and introduced me to Tara Fela-Durotoye. Till today, she remains my mentor. That was how I started.

In your opinion, what truly makes a woman beautiful?

It’s simply less is more! Discover your highlights and lowlights. Then accentuate your highlights, and detract as much as possible from your lowlights. And I’m saying this not just in terms of makeup but also in terms of the inner beauty.

How best can women maintain their beauty no matter their age?

It’s funny that young girls wear makeup to look older while older women wear makeup to look younger. I would advise women not to put all the attention on using makeup to enhance their beauty. A healthy combination of a healthy lifestyle like exercising, healthy eating, resting and makeup/skin care will give an enduring beauty.

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