Intro
The history of makeup and its implications in modern society are a subject of fascination for women all over the world. Beauty standards may have changed throughout the years, but the importance of beauty in self-image has remained the same.
It is no secret that Tara Fela-Durotoye helped build the makeup industry in Nigeria from the ground up, as she founded Africa’s first indigenous makeup brand over two decades ago while empowering about 15,000 women to own their beauty businesses.
Do you know?
In a bid to carve a niche and create a name for herself, Tara attended several courses to give her desire and passion direction. She read many books, which helped her craft a mission statement for her company and create structures and systems. House of Tara has grown into a franchise with three main lines: the makeup studio, the makeup school, and the TARA product line, which features beauty products and professional kits.
House of Tara currently has 24 studios, with plans to open studios across other locations in Nigeria and Africa at large. The company now boasts over 4,000 beauty reps across West Africa.
Achievements
House of Tara established many “firsts” in the Nigerian beauty industry. Tara launched the first bridal directory in Nigeria in 1999, facilitated the first-ever series of bridal seminars in 2000, and set up the first makeup studio in 2004. She also established the country’s first makeup school in 2005, launched the Tara Product Line, and hosted Nigeria’s first Makeup Conference in 2014. One of her products, Be Inspired, is Nigeria’s first homegrown fragrance
The organizational structure is solid, combining creative, commercial, and operational divisions, resulting in a truly innovative corporation. The company’s sound philosophy is reflected in all aspects of its business, from research & development to marketing principles, and has inspired many followers and believers in its cause.
Lessons
What can entrepreneurs learn from House of Tara? Transforming ideas into a sustainable brand requires multiple strategies and efforts. A few lessons to look out for are
- First-mover Advantage: Don’t be afraid to start and grow a business in uncharted territory. If you are a pioneer in an industry, take advantage of your first-mover advantage and optimize it before the market becomes saturated.
- Create a business that transcends you: Change your perspective of your business from being merely a means of self-sustenance to one that develops micro-entrepreneurs who go on to have successful businesses and employ other people.
- Branding: From the onset, ensure you build a brand aligned with global standards and international best practices.
- People: The people involved in building a business from the ground up are very important. You must be strategic in recruiting the right set of people who buy into the vision and have the technical expertise to implement it. The most successful entrepreneurs are those who have built good teams and strong relationships with the individuals around them. In House of Tara’s case, the team consisted of a Chinese business partner, a general manager, a business consultant, a sales and marketing team, and a group of beauty representatives.
- Power of partnership: While Tara had the makeup skills and knowledge, her partnership with people knowledgeable in business development and a financier for her makeup product line was pivotal to the expansion of the business. The formation of alliances and networks is an important aspect of securing resources needed to compete in any industry.
- Respond to the market needs: Consistently develop your brand to align with trends your customers want to see.
- Structure: Build a strong business brand with a solid structure that enables the business to survive independently of the owner.
In doing all these things, you will be able to stay competitive and continue to thrive. House of Tara’s creative approach to business has garnered unprecedented success in Africa’s thriving economic market and continues to retain its status as a dominant trailblazer in retail, distribution channel management, and education in the beauty industry.
