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By Bianca Iboma-Emefu
Faith Akanimoh Raymond is one of the rising figures in the beauty and creative enterprise. As the visionary behind Deemmy’s Beauty and the Beauty & Fashion Academy, she has turned her passion into a platform that nurtures talent, refines potential, and uplifts entrepreneurs through initiatives like the Beauty & Fashion Summit.
Born and raised in Lagos, Faith’s journey began at Ajara Grammar School and continued at Ekiti State University, where she earned a B.Sc. in Computer Science Education. But beyond the classroom, her true calling was found in brushes, palettes, and the transformative power of artistry.
While expressing her views on some of the challenges facing young people today, Akanimoh said that many young people struggle primarily with a lack of opportunities and support. Although, there is much untapped talent, but without access to platforms, mentorship, or the right networks, it is difficult for them to flourish.
She pointed out financial constraints as one of are another major barrier and said that even when young people have great ideas or skills, securing the capital to start or sustain a business can be tough. She said, beyond that, societal pressure to “make it fast” often leads to discouragement or shortcuts, while constant comparisons on social media can damage confidence. However, with proper mentorship, encouragement, and self-belief, I have seen many young people rise above these obstacles and build meaningful, sustainable careers.
In this interview with Daily Sun, Akanimoh also hares an insight into her passion for beauty, her journey, and the next big thing on the horizon.
What line of business are you involved in, and what inspired you to choose that path?
My inspiration came from realising that beauty and fashion go far beyond appearances — they shape confidence, identity, and economic opportunity. I saw that many talented young people in our society lacked the right platforms, mentorship, and visibility to turn their creativity into sustainable businesses. That passion to empower others, redefine beauty standards, and build a thriving ecosystem is what drives me. For me, this is not just a business; it is a movement to transform lives, build capacity, and position African creativity on the global stage.
When and how did your journey in the beauty industry begin, and where did you start from? Have you received any notable recognition or awards along the way?
I began my beauty journey over six years ago in Imo State, driven purely by passion, determination, and a vision to redefine how women experience beauty. With very limited resources but a big dream, I started as a self-taught artist, gradually investing in training, tools, and experience as my brand grew step by step. From offering home services to opening a studio and now running Deemmy’s Beauty and the Beauty & Fashion Academy, the journey has been one of growth, grace, and resilience. Over the years, my work has earned me recognition as a top bridal makeup artist and as an industry trainer who has empowered more than a thousand students across the globe. I have also received many awards.
Breaking into the beauty market can be tough. What were your early challenges, and how long did it take before your brand gained real traction?
Penetrating the market certainly came with its own challenges. The beauty and fashion industry is highly competitive, and standing out requires far more than skill; it demands consistency, branding, and trust. In the early months, visibility was a real struggle. However, by offering excellent service, leveraging word-of-mouth referrals, and creating a distinctive client experience, I gradually built my reputation. It took about a year of steady effort, persistence, and client satisfaction to truly break into the market and establish a loyal customer base.
Looking back, what experience from your early years stands out as truly unforgettable while building your brand?
One experience I will never forget was a period when I had very little by way of resources but still had to show up for clients with excellence. There were days when I worked with limited tools, borrowed items, or improvised just to meet expectations. What stood out most was the joy and confidence my clients expressed after their transformations; it reminded me that my passion and skill were greater than my struggles. That ability to turn “little” into “much” became a defining moment that strengthened my resolve to build something lasting.
What breakthrough moment reassured you that you were on the right path and motivated you to keep going?
My first major breakthrough came when I booked my very first big bridal client. It was not merely about the job itself but about the trust she placed in me to make her shine on one of the most important days of her life. The feedback, referrals, and confidence that followed opened doors and reassured me that I was on the right path. Another milestone was being interviewed on NTA International and other platforms. Sharing my story and my craft at that level gave me visibility I never imagined at that stage, proving that my brand was making an impact beyond my immediate circle. Those experiences strengthened my belief that every effort counts and that persistence always pays off.
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What are some of the unique challenges you face as a business owner operating in Nigeria today?
Running a business in Nigeria certainly comes with unique hurdles. Unstable power supply and poor infrastructure often increase operational costs, while sourcing quality products and tools locally can be inconsistent. The beauty industry itself is highly competitive, which means one must constantly innovate and invest in marketing to stay relevant. Beyond these, building and maintaining client trust in a fast-paced, price-sensitive market can be tough. Yet, these challenges have taught me resilience, adaptability, and the importance of delivering excellence consistently.
From your experience, what are the best ways to maintain healthy skin and hair?
When it comes to skincare, cleansing twice daily to remove dirt, sweat, and makeup is essential. Hydration is equally important — both by using the right moisturiser for your skin type and by drinking plenty of water. Protecting the skin with sunscreen and eating a diet rich in fruits, vegetables, and vitamins helps keep it youthful and radiant.
For hair care, I recommend regular washing with a mild shampoo to prevent product build-up, followed by conditioning to keep the hair soft and manageable. Natural oils such as coconut, argan, or shea butter help prevent dryness, while avoiding excessive heat and chemicals preserves growth and health. Protective styles can also help the hair thrive naturally.
In your view, what are the biggest challenges facing young people today?
Many young people struggle primarily with a lack of opportunities and support. There is so much untapped talent, but without access to platforms, mentorship, or the right networks, it is difficult for them to flourish. Financial constraints are another major barrier. Even when young people have great ideas or skills, securing the capital to start or sustain a business can be tough. Beyond that, societal pressure to “make it fast” often leads to discouragement or shortcuts, while constant comparisons on social media can damage confidence. However, with proper mentorship, encouragement, and self-belief, I have seen many young people rise above these obstacles and build meaningful, sustainable careers.
As someone deeply rooted in the beauty industry, what are some common myths or misconceptions people should stop believing?
One of the most common myths is that beauty is simply about makeup and looking good. In truth, it is an entire ecosystem of artistry, science, wellness, and business that helps build confidence and self-worth. Another misconception is that makeup ruins the skin, when in fact, it is poor skincare habits and improper hygiene that cause problems. With the right products and routine, the skin can remain perfectly healthy. There is also the mistaken belief that beauty is for women alone, yet men today are thriving as makeup artists, hairstylists, skincare specialists, and investors. Finally, many still view beauty as a hobby rather than a serious career. In reality, it is a multi-billion-pound global industry that creates employment, wealth, and opportunities. Beauty is powerful — it boosts confidence, creates impact, and transforms lives.
What inspires and motivates you to keep pursuing your vision?
My greatest motivation has always been transformation and empowerment. Makeup, to me, is not just about colours and brushes; it is about giving women confidence, helping them feel beautiful, and creating opportunities for others to thrive. Beyond serving brides and clients, I wanted to build a platform where young people could learn, earn, and change their stories. That desire to combine creativity with impact continues to fuel my passion every single day.
Was funding a challenge when you started out, and how did you manage to overcome it?
Yes, sourcing capital was certainly a challenge in the beginning. Like many entrepreneurs, I had no financial backing or major funding. What I did have was passion, creativity, and faith in the value of my craft. I started small, working from home and reinvesting every earning back into the business. Over time, consistency, referrals, and client trust helped me grow. I also built partnerships, offered training sessions, and developed value-driven services that generated income I could reinvest. Gradually, this approach helped me overcome the challenge of capital without waiting for a large lump sum to appear.
Finally, tell us about the forthcoming Beauty & Fashion Summit. What should people expect from this year’s edition?
The Beauty & Fashion Summit 2025 is a transformative convergence designed to inspire, educate, and empower individuals within the creative, beauty, and fashion industries across Nigeria and beyond. The maiden edition, themed “Beauty Redefined”, is more than an event; it is a movement dedicated to reshaping perceptions, promoting innovation, and celebrating excellence. The summit provides a vibrant platform for industry leaders, entrepreneurs, brand owners, students, and enthusiasts to connect, collaborate, and contribute to the growth of Africa’s beauty and fashion ecosystem. It bridges creativity with commerce, equipping participants with knowledge, mentorship, and opportunities that spark long-term impact.
