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Founder of Beauty in the Motherland, Beatrice Nnadili Eneh, has called for a change in societal attitudes towards beauty professionals, warning that the continued undervaluation of hairdressers, makeup artists, barbers and other industry operators is limiting economic opportunities.
She said professions widely considered insignificant in some African societies are recognised as valuable commercial activities in other parts of the world.
“For a long time in Africa, individuals with roles such as hair dressing, barbering, makeup artistry are undermined by fellow Africans. The irony is that same individuals go outside Africa and respect individuals with same positions,” she said.
Eneh argued that such perceptions have contributed to inadequate institutional investment and the exclusion of beauty businesses from important economic development conversations.
She referenced First Lady Senator Oluremi Tinubu’s message on the significance of the “little things”, saying it reinforced her commitment to supporting enterprises with strong but often overlooked growth potential.
According to her, this commitment informed the expansion of her entrepreneurial investment support from 24 to 72 individuals.
Eneh’s industry assessment estimates Africa’s beauty and personal care market at $66 billion, with Nigeria accounting for approximately $10.3 billion.
She maintained that the sector provides opportunities for women’s economic empowerment, skills development, employment and local manufacturing.
“We are the lion in the jungle, yet we are not given the attention we deserve,” she said.
She urged governments and financial institutions to recognise beauty-related professions as viable businesses deserving of investment, formalisation and policy support.
