Why I Shut Down My Beauty Brand: My Story.

Hey beauties, I never talked about why I shut down my beauty brand 6 years later. Here goes my story … It’s been 434 weeks (8.32 years) since I launched our first collection at Beauty Essentials by Nsure (BEN) in Nigeria, at first, it was a clear makeup pouch, bag, and eventually expanded into hygiene products which was the formulation of our very first Brush cleaner which has since become a staple in Makeup kit. I still have the images of the samples and remember how I couldn’t sleep due to anxiety and excitement before the launch at the Lagos Makeup Fair 2015 in Ikeja, Lagos.

How did I start Beauty Essentials by Nsure ?

Surprisingly, it was from seeing a problem, being a makeup artist, I didn’t want to carry a bulky makeup box that already weighs a tonne around, not to mention setting up in client location and trying to prevent messing up my client’s expensive furniture. I was burdened with how to make life easier for makeup professionals/makeup lovers. It started with organizational tools, then hygiene because I disliked the sight of dirty, crusty makeup brushes. I knew it could spread bacteria if not properly cleaned and disinfected.

Meanwhile note that I was a successful and experienced freelance makeup artist and had worked with many local and international brands e.g. MAC, Maybelline, Lancôme and so on this helped my confidence and urge to start my brand.

It wasn’t easy but all in all worth it. Here is what I would advise you while planning to move to a new location.

Lesson 1: Sell the Products and Myself

The products are the area of focus, make sure the product developed meets a need and is affordable. Eventually, people saw how successful the brand was and wanted beauty business consultation with me which was a different market and I should have explored. Occasionally, I consulted in beauty and various unconnected industries. If I were to go back, I would become a consultant too. Knowledge and expertise make you money and can be done anywhere via consulting.

Lesson 2: Exploring other sectors in the beauty industry (Hygiene, tools and accessories)

There were categories in the beauty industry that were lucrative with little competition, and sustainable. I went all out manufacturing locally in Nigeria, I started with organization tools, pouches, etc, and Brush cleaner spray as I saw the need. The idea of developing a product to solve problems was exciting. Though being a makeup artist is highly competitive and slightly saturated in Nigeria, Bridal makeup artistry pays the highest because all that is required is your artistry skill but owning a makeup brand/retailer will task you. The sustainable way to remain in business is to make sure you cater to makeup artists’ needs and also to end users thus you have enough customers to service.

Besides, I should have taken my online store more seriously than I did, it’s important, that the Direct To Consumer (DTC) business model helped with feedback, connecting, educating, and improving our product offering. to have control over distribution channels and attending makeup fairs were great platforms for reducing how quickly our products were copied and meeting new clients.

Lesson 3: The pain in weathering the unexpected health concerns

When I started, we were a team of 5. My loving husband helped me with everything and anything, not too long after I got pregnant and I had to stop business due to health challenges and COVID-19 happened in 2020. I urgently had to travel out of the country for medical care. The unexpected move made me take a break Hence, quickly consolidated and valued the business and sold it off or handed it over to a trusted employee to continue.

Lesson 4. Work on my Career goals and Develop myself

While I was living in Nigeria, I was more interested in Sales and Research. I had just two business training and that was it. The knowledge I got was useful and helped me make better business decisions and direction. I wasn’t thinking about the international market just then.

In the meantime, I concentrated on growing my career and took some International Certification in Luxury – Retail & Customer Experience in 2022 and Creation & Branding, Operations & Supply Chain 2023 (Inside LVMH Certificate), and Master’s in Business Management and Commerce (UK). And Global Sustainability and Innovation (Australia) before I get my global role.

There was no way to continue as my core customers were in Nigeria and faced new realities I had to adjust.

What now?

My love and passion for the beauty industry are still alive despite living abroad, I have attended  Beauty Expo Australia too. My advice is to keep improving and getting better and preparing for the perfect fit in the global market (AMEN). I have refused to be stagnant and found other ways to evolve and remain relevant without feeling unproductive.

There are times I wish I could share the knowledge I know with fellow brand owners and makeup artists and brainstorm how to move the African Beauty Industry forward I guess I will start blogging more on that here.  If you don’t know how to start take baby steps by subscribing to Beauty industry Newsletter, Cosmetics News, Beauty Matter, etc

These are my honest emotions and I don’t know if anyone can relate, I do not have any regrets, it was a phase of my life in which I gave my best and had fun doing so. I thank God for his mercies and grace for without him, it would not have been possible.  Running my business opened me up to great friendships and opportunities. It’s an emotional roller coaster being away from the routine of doing what you love, thank God for technology helping us keep in touch with lovely family and friends. great emotional support system. My Keyword right now is intentional living, I am much more aware of my time and picked up new hobbies such as gardening, cooking, writing, and exploring the city I live in.

Do you find it easy to settle into a new location or it takes time, kindly share with me in the comment.

Until next time.

Misykona.