Eni Balogun is the lady behind Lise make-up brand. The mother of three grew up observing her father’s involvement in his men’s grooming business. The daddy’s pet later toed her father’s step as she did part-time jobs with cosmetic companies like MAC, Fashion Fair while she was studying abroad. The graduate of Investment Banking later returned to the country to follow her passion. She speaks with Adetutu Audu.
YOU decided to relocate back to Nigeria to start your business, Lise Beauty. What informed this decision?
I wanted to add change to the make-up industry in Nigeria because when I came for vacation in 2005 there was not really anything on ground. I did test the waters for a bit, the response was not bad. I secured my studio in Ikoyi, Lagos.
Did you set out to be a make-up artist?
My father owned a cosmetic business in Nigeria, Groom Away Gray (men’s hair grooming business), and as a child, I observed him closely, travelled with him as he juggled between two countries and continents (USA & Nigeria). I knew I would someday mirror his footsteps. I started with hair, but I have always had a passion for make-up. Even as a teenager, I never got it out of my system. I have always liked arts and anything that has to do with arts. When I was in the college, most of my part-time jobs were with cosmetic companies like MAC, Fashion Fair and so on. I worked in those companies for some years. So, when I later realised my passion for make-up, I decided to go for make-up courses in So Line Beauty School in New York. Apart from this, I also did some jobs with notable photographers and fashion designers to enhance my skills. I also went to Bureau College in New York and I had my master’s degree in Investment Banking. But make-up was something I wanted to do because I prefer to be a make-up artist.
Can you recall your first client?
I started with friends and family. I still do friends, family plus client referrals.
What were some of your initial challenges you faced in getting your beauty business up and running?
I didn’t have many friends here in Nigeria and getting around to meeting new ones was out of my way. Getting the supplies and everything I need was hard getting someone to construct anything. So I had to ship most of my things from the States (US). But the electricity issues still makes my skin crawl because makeup and heat aren’t friends, especially foundations and glosses. So we have to run the generator 24/7. At first, people can be so loyal to international brands. But I don’t do much talking, though once you see my product on me or once it’s tested on the client, it simply speaks for itself.
Initially, women who wear make-up are seen as prostitutes. Now it seems the fad has been taken over by everybody. What is your take?
It is looking very professionally applied and the fact that Nigerian women are getting oriented about the importance of makeup is a plus. If you are not in tune with the latest makeup trends you are not in. Basically, Nigerian women have embraced makeup, the application process and the glam that come with the package.
Across the globe, cosmetics and specifically makeup is big business. Do you think Nigerians have really keyed into making this a lucrative business?
It just takes a lot of guts to convince Nigerians to go for a product. But the fact that we try and are still recognised for it is a big step. We have over hundreds of makeup brands to choose from. Brides respect our craft more because they appreciate the artistry services we create on their special day.
We can’t talk makeup without talking skincare. The problem of skin bleaching is increasing among our women and some of our men, and the issue of expiry products. Have you had to deal with this in your line of work yet?
It’s something we weren’t taught in makeup schools but you get to discover yourself. But then if you learnt special effects, it’s an addition you’ll be glad you learnt. I just believe if you don’t love yourself on the inside, you can’t love that person on the outside. But again then if gain that confidence. Some people prefer to cut cost by buying expired products all in the name of discounts and end up ruining their skin. I have seen a lot of expired makeup, fake brand name makeup. I just pray hard for the people that know about it but choose to ignore it.
You are one of the founders of Professional and Certified Make-up Artists of Nigeria, PCMAN. Why do you think you need the body?
We have had an overwhelming response so far due to creating a body and a good support system for makeup artists so that we can be recognised and heard.
You were also part of the Association of Practitioners of Spa and Medical Aesthetics of Nigeria (APSMAN), at what point did you decide spa?
I went into spa because of my skin problem. It is the process of trying to solve the problem. People should learn to take proper care of their skin. That is the largest organ. Spa is growing every day in Nigeria, it is a multi-billion dollar business in the world and we want to be among the place where the international world stands and we can only achieve that by first coming together as an association and regulating our activities.
We also want to ensure that spa owners are properly licensed and insured to carry out their business. The association is poised to help people appreciate the essence of beauty, hence they have decided to train and license people.
For instance, there are many products out there that are presented to people. Clients need pay attention and do their research to decide whether a product is really necessary for the health of their skin or it’s potentially harmful.
How was your growing up?
I was a daddy’s girl, and I am still a daddy’s girl. I had my way all the time. But since I grew up, I cannot do all those things anymore. Growing up for me was fun. I grew up partly in Nigeria and partly in New York and Brooklyn. I had the best of those worlds. I used to ride my bicycle around the streets and I really do miss doing that now. Because of this, everybody in my neighbourhood knew me.
You are a wife, mother and businesswoman. So, how do you juggle the three?
I would say I am a superwoman. My husband calls me a superwoman because I work very hard. This is because I am someone who tries to please everyone. But I have realised that you cannot please everyone. In America, people appreciate you when you try to do your best for them. But here in Nigeria, it is very hard. When you are trying so hard, some people would shout at you and some would try to pull you down because they know you are better than they are. I have to continue to do my best and not really look at the way things are going around me. I just set my goals and I work towards reaching my goal.
How supportive is your husband?
My husband supports me in everything I do and I thank God for giving him to me. I also thank God for my three kids. He is very funny and he could be naughty. He is a very fashionable person. He is always particular about what looks best and what does not.
Describe your style and beauty secret
I love to go casual at all times. I love jeans and I have over a hundred pairs of jeans. It is a part of my life. And because I love to wear jeans, I hate to work in a bank. I had to look corporate all the time, but I didn’t like that. My beauty secret is that I have a husband to keep me in tune and I have my children to chase after; so, it helps me to keep the weight off. I do not have to go to the gym. All I need is to run around the house with my kids. But I do a lot of other exercises at home as well. I also dance a lot and I do my aerobic at home. When I put on my music, I really do try to shed as much weight as I can. I know I have the tendency to be fat, so I try very hard to keep the fat off. I like my physique. I am not over weight or skinny. I am just okay like this and I feel comfortable with my size.
