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How I made my first million on Instagram — Debbiebarbie
Deborah Iwakun Edileola is the CEO Debbiebarbie skincare line. In this interview with ROTIMI IGE, she talks about the industry and how she aims to change perceptions as regards skincare.
How did you get into the beauty business?
I started a few years back when I had issues with my skin. I had tried many things and they weren’t working, so I had to start reading and researching myself. I made some products for myself and it worked like magic. People would come up to compliment my skin and ask what I used. That was when I realised that I liked giving people skin advice. I have been in business for about four years now.
What would you say your success rate has been like?
It has been great. When I started, I was making products at home and selling online. Later, we were able to expand and get a better space. We have built a good customer base both in Nigeria and all around the world.
COVID-19 pandemic affected a lot of businesses. Did it affect your sales too, since people were not going out much?
The fun part is that during the lockdown, I made more sales than ever because I made people see reasons to care for their skin. People had less stress to contend with and I advised them to try out our products. It was the perfect time for the skincare business. Many wanted to look good when they resume work after the lockdown is over. So truly, for my own business, the lockdown was favourable. Now that the economy is opening up though, people are a little more prudent with their spending.
A lot of people are quite sceptical about products in Nigeria, how do you reassure people?
Our products are safe. We sent them to certified laboratories for analysis and all we are expecting now is the NAFDAC number and the process is already on, including NAFDAC inspections. The truth is that if our products are not safe, I won’t want to register it. I know it’s safe, hence my confidence. If a client is scared to buy online, they can simply walk into our store.
Some people don’t use the right products and they conclude that the products aren’t working when they are the ones that aren’t using the right thing for their skin type. The fact that a product worked on one person does not mean it will work on another person. I counsel and ask questions to understand each client’s
Have you ever gotten a skin type you could not handle or bad reactions?
No. The basic thing is knowing how to handle clients. There are situations where a client would try our product and they might break out initially. I let them understand that when you change your skincare product at times, your skin might purge. That doesn’t mean it is bad; it’s just that your skin is trying to cleanse itself and get used to the new product you are introducing to it. Skin purging doesn’t last for more than three to four weeks. So when you explain, they are patient.
Some people still believe they can employ makeup to cover flaws. What’s your take on that?
Makeup should not always be the solution because sometimes your skin just needs to breathe. If it doesn’t breathe, you will break out. In this part of the world, we don’t read the ingredients on our products. There are some products that when you use them on your skin, based on the kind of skin you have and the ingredients, you will break out. By reading labels, you become familiar with these things.
As a young woman in business, what are the lessons you have learnt so far?
Make your mistakes your own way. There’s nothing wrong with starting small with trial and error; just don’t give up. If it is your dream, stay focused. Beginnings are never rosy, but along the line, you see things and learn from your mistakes. Those experiences make you better.
Have you ever been at the receiving end of any stereotype?
Once you are in the skincare business, people believe you are bleaching. People attack me quite a bit on social media, and I used to feel bad. Now, I just reply and block them. You can’t make me feel less than I am anymore. This business has also made me realise that there are demand and supply; whether you supply it or not, someone else will do it, so why don’t you do it. Skincare is not bleaching. However, when you get to a certain point in your life when you start living well, there is no way you won’t glow. You’ll look more beautiful. Everyone wants to brighten up a bit and glow and we have products that are safe, approved all over the world, and natural that would give you that result. It’s just that in Nigeria, people are very judgemental, so you have to stand your ground and understand the place of your business and know that there is demand.
Some people don’t believe in putting their business on social media as a result of backlash and criticism. What’s your take on that?
Are you kidding me? Why would you not put your business on social media, especially Instagram? Trust me, billions of dollars flies on Instagram every day, you just have to know your way around it. I made my first million on Instagram. So, my advice is that people should put their business online, especially with the situation of the world now. Things are changing now and the world is going online. E-commerce is taking over traditional commerce; you just have to maintain a physical store for those who still need to walk in. No one would come from the UK to buy products in Nigeria, but social media changes that. All my international clients got to know me through my social media handles.
How profitable is the business?
I don’t have any other business, this is all I have for now and it pays the bills. We expanded and we now do facials and other skin treatments. We have a spa too. The fun thing about this business is that if you know how to go about it, there is a lot of money on it. Virtually every woman wants to look good. People want to bathe, I sell soap, cream… you can’t run out of business when it comes to beauty.
How affordable are your products though?
In business terms, you need to realise that your target clients must be able to afford you. My target clients are working-class ladies. Still, we are quite affordable.
Was this your dream career?
No. The plan was to be an air hostess. But life puts you in situations where your dreams change. I lost my father at some point. I’m grateful for my mum because after my father passed on, she worked hard to put us through university. I never wanted to work for someone else because I knew I could never get the kind of money I want. My mother didn’t like it when I ventured into this, but I explained to her and reminded her that she was able to care for us because she was also in business and not working for someone.
TINUBU IS THE WISEST MAN EARTH -PROPHET IKURU.
by Collins Nkwocha
Nigerian prophet, prophet Godwin Ikuru of Jehovah Eye Salvation Ministry, Lagos magnetized everyone’s attention when he referred to the president, Bola Ahmed Tinubu as the wisest man on earth regarding the appointment of Daniel Bwala as special Adviser on policy communications.
Speaking to reporters today in Lagos,
Prophet Ikuru applauded the president for choosing him and enunciated that he’s capable of delivering effectively and marketing the Renewed Hope Agenda of the president and urged Nigerians to stop the criticism because of what he said in the past “I’m personally happy with his appointment and I urge Nigerians to forget about the past, forget about what he must have said about the president some years ago which people are now disseminating on the social and taunting him a betrayal that lacks integrity, Nigerians should forget his past because he’s the best choice”.
Prophet Ikuru insisted that Bwala saw the sincerity and genuity of the president’s Renewed Hope Agenda and he decided to partake in it “even if he criticized the president, it was in the past, he saw the sincerity in the Renewed Hope Agenda and decided to join in nation building ,the president is ready to unite everyone in order to build Nigeria,that’s why someone like Wike is in his government,Bwala has what it’s required to be successful under Mr.president, as a wise man, the president saw it and decided to harness it ”
Finally, he praised Tinubu and referred to him as a great leader who is ready to involve everyone in his government, he maintained that his wisdom is magnanimous ,Baba is truly the wisest man on earth.
U.S. Courtroom Shock: Funke Ashekun, Husband Collapse as MFM Wins
Had FFK Faced Mehdi Hassan, Nigeria Would Have Spoken With Fire
By Mohammed Bello Doka
In politics, timing is everything. In diplomacy, character is everything. And in moments of national importance, leadership must be entrusted to individuals who possess not only experience but courage, intellect and an unshakable commitment to the nation they represent.
It is for this reason that the appointment of Chief Femi Fani-Kayode as Nigeria’s Ambassador to a foreign nation stands out as one of the most consequential diplomatic decisions in recent years.
Chief Femi Fani-Kayode, better known in the South as “FFK” and in the North as “Sadauki”, is one of the most brilliant, experienced, accomplished, vocal, respected, educated, profound, intellectual, patriotic, disciplined, well-read, historically literate, versatile, forceful, persuasive, sophisticated, cosmopolitan, charming, eloquent, courageous and resilient men in Nigerian politics and he has paid his dues and proved his worth over the last 35 years in politics and political discourse.
In each role he has played he has excelled and succeeded even when he was in opposition.
His friends value him as a great and loyal defender and his traducers and political adversaries fear and respect him because when he goes to war he is utterly relentless, takes no prisoners and literally spits fire.
How I wish it was him that was interviewed by Mehdi Hassan of Al Jazeera and not the young and inexperienced Daniel Bwala because he would have not only humbled Hassan but also done Nigeria proud.
He played Bwala’s present role in the Presidential Villa 23 years ago as President Olusegun Obasanjo’s spokesman and not only brought the then President’s domestic enemies to their knees but also had a series of very hot exchanges with foreign Government officials like America’s Under-Secreatary of State for Africa Jendaye Fraser and the White House over the Charles Taylor issue and Liberia.
Tinubu decision to appoint him as an Ambassador for our nation was a wise one because he will fight for and protect the interests of Nigeria and the Nigerian community whetever he goes and will never sell his soul or bow to foreign imperialist interests.
His appointment is not about just rewarding loyalty for the key role he played in Tinubu’s presidentiel campaign organisation as Director of New Media and Special Operations in 2023 and the staunch support he has given the President over the last three years but also about putting a square peg in a square hole.
If you want to put Nigeria first Sadauki is the one to do it.
If he runs the Nigerian Mission in the country that he is sent to in the same way he ran the Ministry of Culture and Tourism and the Ministry of Aviation when he was Minister to each of them one after the other twenty years ago he will do very well and both our nation and whichever nation he is posted to itself will benefit from his efforts.
History teaches that diplomacy is most effective when nations deploy individuals who possess both intellect and courage.
As the American statesman Henry Kissinger once noted, “Diplomacy is the art of restraining power.”
To do so successfully requires deep historical awareness and strategic clarity—qualities that have long defined Fani-Kayode’s political career.
Sending a politically seasoned voice like FFK to any nation that is a key partner to Nigeria signals that Bola Ahmed Tinubu intends to strengthen Nigeria’s diplomatic posture with confidence.
Throughout more than three decades in the political arena, Fani-Kayode has remained one of the most resilient and outspoken figures in Nigerian public life despite numerous challenges which would have broken and destroyed lesser men.
Regardless of all that was thrown at him he continues to pull through and come out victorious which is why many refer to him as the “Akanda Eledumare” and the “Ayanfe Oluwa” which mean “the strange one of God” and “the beloved of the Lord”.
There appears to be a divine dimension to his life that makes him unstoppable and irrepressible even though his enemies are legion.
One wonders what sets him apart and makes him so different.
There is no doubt that his education played a part in it and this set him apart from most.
He never went to school in Nigeria but was educated from the age of eight in England starting off at Holmewood House School in Kent, one of the UK’s best and most famous Preparatory schools, after which he attended the famous Harrow School just outside London which is, together with Eton College, an institution that is the exclusive preserve of high society in the UK, one of the two best private schools in that country where only the ruling elite, the rich, the well-to-do, the famous and only a tiny proportion of those in British high society can afford or even qualify to attend.
No less than eight British Prime Ministers, including the great Sir Winston Churchill, and countless British cabinet ministers attended Harrow and so did many leaders, diplomats and top politicians from many foreign countries.
After finishing at Harrow he attended some of the top universities in the world, including London University (SOAS) and Cambridge University (Pembroke College) where he did so well.
As a matter of fact his great grandfather, Rev. Emmanuel Adelabi Kayode, attended Furrough Bay College which at that time was part of Durham University and graduated with an MA (Hons.) in Theology in 1893. His grandfather Justice Adedapo Kayode attended Cambridge University (Selwyn College) where he studied law and graduated in 1922. His father Chief Remilekun Fani-Kayode attended Cambridge University (Downing College) where he studied law and graduated in 1943. Sadauki himself graduated in law at Cambridge University (Pembroke College) in 1984 whilst his daughter Folake Fani-Kayode graduated from Durham University in 2009.
No African family has an uninterrupted streak of 116 years of Oxbridge-level university graduates except for the Fani-Kayode’s which is something that both his family and every patriotic Nigerian should be proud of.
It therefore makes perfect sense that a man from such a distinguished pedigree and intimidating lineage and that has such an extraordinary intellectual heritage should represent Nigeria on the international stage.
There is also his role in the debate on Gaza which made him a hero in the eyes of millions of people in the Global South both amongst Christians and Muslims.
He spoke out consistently about what he described as the genocide being committed against the Palestinians and he was prepared to put his life and career on the line for this cause even though most Nigerian leaders and politicians refused to say what he was saying publicly out of fear of the Zionist lobby and the Jewish state.
His sense of patriotism is unquestionable and nothing reflects this better than his series of essays written against Kemi Badenoch, the leader of the British Opposition Conservative Party and his write up against one Ben Llewelyn-Jones, who at that time was the Deputy British High Commissioner to Nigeria, when the former consistently sought to insult and denigrate Nigeria and the Nigerian people and the latter attempted to interfere in our internal affairs by making statements in support of Peter Obi and his Obidients in the 2023 presidential elections.
Sadauki successfully put them both in their place and when American Senator Ted Cruz, President Donald Trump, Congressman Tim Riley and other American politicians began to peddle the false narrative and fake gospel of Christian genocide and persecution in Nigeria Sadauki, a devout Christian himself, rose to the challenge and more than any other Nigerian wrote about the issue in a series of essays pointing out the fact that as many Muslims were being killed as Christians by the terrorists in our country and that Christians were not being persecuted by our Government and are in fact faring better when it comes to positions in the security apparatus and governance under Tinubu than they did in the previous administration.
He also spoke out boldly against President Trump and his administration when they accused the Government of South Africa of indulging in genocide against the white minority population in their country and pointed out the fact that South Africa, like Brazil, was a shining example of a successful multi-ethnic, multi-religious and multi-cultural nation that was treating its white minority population with the greatest respect. Few Africans said a word to defend South Africa at the time even though they knew that Trump was wrong but Sadauki did so without thinking twice.
He is clearly a strong Pan-Africanist and a believer in the importance of the African Union, African solidarity, the BRICS coalition and the Global South alliance comprising of China, Russia, South Africa, India, Saudi Arabia, Turkey and other emerging world powers.
This is commendable and it reflects his courage and disdain for those that display ignorance, disdain and contempt for our nation and people and that seek to denigrate and misrepresent us.
Sadauki is not the type that bows and quivers before Westerners like so many other Nigerian leaders and politicians but rather takes pride in his Nigerian culture, race, heritage and identity and is prepared to defend us and speak for us no matter whose ox is gored and who is involved.
In an increasingly competitive global environment, Nigeria requires diplomats capable not only of negotiation but also of defending national interests with conviction.
If the energy, eloquence and intellectual fire that have defined Fani-Kayode’s political life accompany him to the country to which he has been posted, his tenure may well become one of the most consequential chapters in Nigeria’s modern diplomatic engagements.
I wish him well and I thank God that he is back in the saddle of public office after so many years.
What more could any of us ask of this great and noble son of Nigeria?
This is undoubtedly the quality of personnel and leaders that we need on the international stage.
I hope and pray that in his endeavours and during the course of his work he meets with Mehdi Hassan in a debate and prove to him and the rest of the world that Nigeria still has men that can not only match them but that can also remove their trousers in any verbal encounter. Bwala put us to shame but FFK can redeem us before the eyes of the world.
(Mohammed Bello Doka, the author of this essay, is the publisher of Abuja Network News and can be reached via [email protected])
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