Stella Ndekile comes across as thoroughly steeped in the business of beauty. She’s almost certainly needed that passion for making pretty faces; it’s just one requirement for growing a popular beauty brand from scratch, in a country like Nigeria.
This brand, Nuban Beauty, has raced up the ladder of prominence in an increasingly crowded market for beauty products and is currently one of the more recognizable names in a significantly fragmented industry. Its lipsticks, eye shadows, lashes and range of makeup tools are sought after by makeup artists and women who are extra concerned about the way they look.
Ndekile’s apparent penchant for meticulousness would have aided her previous occupation. Until fairly recently, she was a laboratory attendant at the University of Lagos. These days, she doesn’t exactly speak about labware and specimen handling equipment; but she does go on about applying makeup properly, and changing one’s pillowcase often in order to improve their face’s smoothness.
We might safely assume that she’s brought the same sort of attention to detail to Nuban Beauty; the brand’s performance since its official launch in 2017 may testify to this. But she says she’s also had help from persons experienced in the industry as well. She speaks of collaboration with Jane Ogu, who runs the beauty outfit Flawless Faces by Jane, as being key to the initial progress of the Nuban Beauty brand.
But it’s the quality of the company’s product that draws in the buyers and makes fans out of them. Beauty bloggers and vloggers have given positive reviews of Nuban’s products, and many buyers appear to be satisfied with what they’ve obtained from its shelves.
If you’re in Lagos, you could get Nuban’s products from their Surulere centre. And like practically every other significant beauty products business these days, you can order them online instead and have what you’ve purchased delivered to you wherever you are in Nigeria. Whether it’s lip glosses or eyeshadow palettes, concealers, lashes or brushes, you’ll very likely find the makeup material you’re looking for on Nuban’s online store.
A fairly well-known product of Nuban’s is its Intensified Shadow Palette, which has 25 colours; each hue has been given female names common with Nigeria’s ethnic groups, to reflect the fact that the product- as well as the brand –exists to the country’s diversity and the individual beauty of its customers.
Other offerings from Nuban Beauty include its liquid skin concealer, available in ten shades; mini lipsticks and glosses of various colours; makeup brush sets; and highlighters branded ‘D’glow’, which comes along with the promise of enhancing its user’s beauty, whether they’re using other makeup material or not.
Going forward, Nuban Beauty could be expanding its range of products to include new items, in order to meet the need of a growing customer base and serve a market that’s becoming smarter and choosy with its makeup. At the moment, it’s consolidating its position in the market, and reaching out to more women with an emphasis on choice and affordability.
Featured image source: Nuban Beauty
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