Standing out as an Entrepreneur in a seemingly saturated market
Recently, a good number of people have reached out to me about wanting to start businesses and something I hear so often is “everyone is pretty much already doing everything, so how do I stand out?”. If you find yourself asking this question often then this should be a great read for you.
There are so many Industries that you could be thinking of starting a profitable business in ranging from fashion and design consultancy to financial services and recruitment. So I decided to interview small business owners in various industries who are doing great work and have made a lot of growth in their businesses.
An industry that seems to be saturated and (to be frank), that a lot of people do not take seriously is the beauty industry but fun fact, the global cosmetic products market was valued at USD 532.43 billion in 2017…..that is US DOLLARS and that's 2017. So, I decided to start this series of interviews with a Make-Up Artiste that has grown so much since I've known her, Eberechukwu Laura Kanayochukwu
Ebere is a Pharmacy student who is also a really good make-up artist. She started doing makeup professionally in 2017. She specializes in Bridal make-up, birthday glam and general event glam.
Hi Ebere, I’m sure you get asked this all the time but I’m gonna ask you again, How do you balance being a pharmacy student with makeup? Because a lot of people think that actually balancing these things is like impossible.
I can understand why they would think it’s impossible, but impossible isn’t the word I’ll use. It’s difficult, very difficult. Most especially because pharmacy hardly ever gives me time for anything else. I have labs every other day that are compulsory, I mean if I miss a lab, I’m probably missing 10% of my total score. So I have to attend all. I also have clinical classes that require reports which will take me hours to write. So basically, there’s little or no time to “attend a makeup class” or spend so much time on the internet if you’re “self-taught” as my case is. So for me, time management and allocation are what I live by. Sincerely, at a point, while approaching the end of a semester, I have to leave everything makeup and focus solely on pharmacy. When I have a little more time, say, at the beginning of the semester, I can go all out on makeup.
How do you constantly improve? Your work seems to be getting better every day, so are there like training or courses you recommend?
Haha, I’ll say it’s hard work, I try to keep up with makeup trends and also watch my favourite makeup artists work every time. I wouldn’t call them “courses” or “trainings” because as I mentioned I do not have that luxury of time, but watching them always keeps me in check.
The beauty market in Nigeria seems saturated but somehow you manage to stand out. How do you do it?
Honestly, I just try to stay true to my craft and focus on giving my clients the best beat at all times. The beauty market is saturated, but so is the finance market, the movie market and as many as we can think of. So I’ll say giving my best at every point in time makes me stand out.
Are you currently accepting students? Maybe some people can come and learn how to give clients the beat of all times.
No, not yet. I’ll definitely make the information public once I am.
What are your fees like and how did you come up with the rates?
Hahaha, I’ll say my fees are affordable. And coming up with the rates weren’t really easy for me because I use really good products, and trust me when I say they’re not cheap. Neither are the devices or makeup tools. I had to put my environment into consideration, at the same time not being limited by it. Right now I don’t have a “specific rate” for each job because my rate depends on the location of the job, the time I’ll need to be there and the number of hours I’ll work for. Currently, for an event makeup it ranges between 15,000–20,000 NGN and for bridal makeup, it ranges between 50,000–70,000 NGN. These rates are not fixed and vary based on a lot of factors. The location, the number of hours I’ll spend there, If there will be a stylist or a gele artist, the number of outfit changes and a whole other factors.
What would you say are the biggest challenges that you've faced trying to stand out and grow in the beauty industry?
One of the biggest challenges I’ve had is the time factor. As a student, I don’t have the luxury of time. There’s also the fact that you have to keep up with each trend. If you think matte eyeshadows are in now before you blink, it’s neon pigments, and just before you blink again, you start hearing of chunky glitters and Lower Lashes. Lol. So sometimes it can be hard and very capital intensive keeping up. Learning and unlearning techniques is also a big challenge, but I put my mind to it and I try to make sure I exceed my goal every time.
What tips would you give someone who is reading for someone who is reading this in the hope of learning how to stand out in the beauty industry?
Okay, first of all, this is not a drill or something “people just say so people think they should be identified as Christians”. You need God. I’m basically nothing without Him. And truthfully there are dark days, days where you will lack inspiration, days you’re given a pretty face as a canvas and you don’t know what to do. He is my backbone and so on days like that, I’m at peace knowing I have Him.
Also, you need a good support system. Friends you can call at any time to help you when you feel stuck. I’m blessed to have a handful of those.
Just Incase nobody told you,(I don’t want you to be ignorant like me), makeup is one of the most capital intensive businesses in the world. Whether medium end or high-end products and makeup tools, it’s very expensive.Especially because you keep buying and buying and buying!!! Lol. So please be prepared for that.
This is extra obvious, you need to work hard, to keep learning every day, because sincerely, the technique that is the bomb today can become obsolete in a few days. So learning and unlearning should be constant for you. Attend makeup classes if you can afford them, but if you can’t, spend a lot of time learning on the internet, and keep practising as all the classes in the world won’t make a difference if you don’t practice. Follow the right people. For me, when I realized my makeup style, I mean the style that I love, I looked for people who are great at it and followed them. I’ll drop a few handles:
So find out the kind of makeup you love to do, follow people who are great at it. Don’t stop practising, you will see improvements each time. And each time you give your best, trust me if that’s not standing out, I don’t know what is.
This has been an amazing interview, where is the best place readers can connect with you for other enquiries?
Instagram — @glam.hut
