The Woman Behind the Brand: Leading with Heart in a Competitive Industry – Omolola Akinboade

By Omolola Akinboade

Every brand has a face, but not every face has a story. For me, LolaExpress Hair didn’t start as a grand business idea. It started as a need, a curiosity, and a spark of courage I didn’t even know I had. What began as a small step, taken with borrowed capital and big dreams, has grown into something much larger than I ever imagined. But beyond the numbers, products, and social media pages, there’s something else that has sustained it all, heart.

The truth is, the beauty industry can be tough. It’s glamorous on the outside but demanding behind the scenes. You have to constantly adapt, evolve, and stay inspired. You have to be creative and business-minded at the same time. Some days, you feel like you’re running a marathon in heels. And yet, despite the pressure, I’ve found that the one thing that keeps me grounded is remembering why I started.

I started because I loved transformation, not just physical makeovers but the emotional kind. I loved watching how a simple hairstyle could change how a woman saw herself. I loved being part of that moment when confidence bloomed. Over time, that passion became a calling, to build a brand that wasn’t just about hair, but about empowerment.

Leading a brand in a competitive space has taught me that you can’t fake authenticity. People can tell when your intentions are genuine. They can feel when a business is run with love. That’s why every part of LolaExpress Hair, from how we treat clients to how we train our team, carries that same spirit of sincerity. It’s not about being perfect; it’s about being human.

There’s a tendency in entrepreneurship to separate emotion from leadership, as if caring too much makes you weak. But I’ve learned that heart-led leadership is not weakness, it’s strength with empathy. It’s what keeps your business relatable, your team loyal, and your clients connected.

My team knows that while I’m a perfectionist, I’m also a nurturer. I correct with care. I push for excellence but never forget to appreciate effort. I believe the best leaders don’t just manage people, they grow them. I want everyone who works with me to leave better than they came, whether they stay for a season or a decade.

And as for competition, I don’t see it as a threat. There’s room for everyone who brings authenticity to the table. I don’t believe in gatekeeping knowledge. I believe in growing together. That’s why I train, mentor, and share freely, because helping others rise doesn’t dim your own light. It multiplies it.

Behind every photo, launch, and award, there are late nights, doubts, and lessons. There are moments of fear, but also moments of grace. There are failures that taught me more than success ever could. And if there’s one thing I’ve learned from all of it, it’s that success without soul feels empty.

At the end of the day, being “the woman behind the brand” means more than owning a company. It means standing for something. It means using your story to inspire others. It means understanding that leadership is service, not spotlight.

I lead with heart because I know what it feels like to start from scratch. I remember what it felt like to sell that first product, to hope it works, to pray someone gives you a chance. That memory keeps me humble. It reminds me to keep pouring kindness into the work, because I never want to forget the woman who started it all.

So when people ask what keeps LolaExpress Hair going, I tell them it’s not just business. It’s belief. It’s heart. It’s the understanding that you can be successful and still be sincere, strong and still soft, competitive and still compassionate.

That’s the woman behind the brand, not perfect, not untouchable, but purposeful. And in this industry, purpose is what always outlasts competition.

Omolola Akinboade is the Founder and Creative Lead of LolaExpress Hair, a leading African luxury hair brand redefining beauty through craftsmanship, innovation, and empowerment.

Omolola Akinboade also leads LEH Academy and LEH Empowerment, initiatives training and supporting women across Africa to build sustainable careers in the beauty industry.