With the increasing number of women in Africa, especially middle class women spending more on personal beauty products and services, the beauty industry has fast become a promising sector that has boosted the economy in Africa. Entrepreneurs and companies now invest majorly in the booming beauty industry, and we can see evidence of all this around us –  from the rise of beauty influencers, to international beauty brands launching new products in the country regularly – it is safe to see that these trends are here to stay.

According to Borgen Magazine, with the vast investments into Africa in the beauty industry, the personal care and beauty markets of Nigeria and South Africa have reached $1.2 billion and $2.1 billion, respectively.

One key player in the Nigerian beauty market that is making a great impact is millennial queen boss, Ezinne Alfa of Beauty In Lagos.

Ezinne Alfa is an award winning beauty blogger, influencer and  entrepreneur. She is the founder of www.beautyinlagos.com – an online destination for all things beauty, in Nigeria. It comprises of a blog, a beauty directory (BeautyDirectoryNG) and a subscription-only discount service (BeautyClubNG). The website was launched in January 2012 as a blog positioned to share all that the city of Lagos had to offer in terms of beauty but now,  Beauty In Lagos has evolved into being the number 1 online destination for beauty in Nigeria.

When she first returned to Nigeria from the UK, Ezinne said it took her a while to know where to get beauty products and services that she needed. As she made inquiries and researched, she decided to share her information with others through her blog. In her words, “Beauty blogging is vast, it is about sharing knowledge about beauty in any form the person finds comfortable”.

Over the years, Beauty In Lagos has worked on collaborations and partnerships with a host of distinguished international and local brands such as: Carolina Herrera, M.A.C, INGLOT, Shea Moisture, Orly, Le Chat, Beauty Africa Exhibition, Maybelline New York , House of Tara, Zaron and Montaigne Place, etc. In March 2017, Beauty In Lagos was listed by Invicta Africa & SME100 Nigeria as one of the “100 Most Innovative Female-Owned Businesses in Nigeria”.

Ezinne Alfa is totally millennial queen boss goals. Slay on mama!