If you’re reading this, you probably searched for “How to start a makeup business in Nigeria” or something similar on Google. You’re not alone, it’s a common search query on the Internet. This shows, among other things, how popular the makeup business has become in recent years. This isn’t surprising. 

Besides being easy to learn and start, the makeup business has proven to be a lucrative trade, whether as a side hustle or a full-time venture. As the saying goes, looking good is good business. This is especially true for makeup business owners, especially given the thriving Nigerian beauty market with diverse potential customers who want to look their best for different occasions.

With an average growth rate of 14.94% expected to continue through 2028, the cosmetics market in Nigeria generated up to $1.94 billion in 2024. Yet, to seize this lucrative opportunity, you must lay the right foundation for your business. 

This nine-step guide on how to start a makeup business in Nigeria will help. I’ve also included a free comprehensive checklist of makeup artist tools and a business plan template. 

What is a makeup business?

A makeup business provides beauty services in exchange for payment. Some makeup studios go beyond services by training aspiring makeup artists and offering a range of products, from cosmetics to accessories, for sale or distribution.  

What are cosmetics?

Cosmetics refer to a wide range of beauty products applied to the body to enhance or alter a person’s appearance. 

These products can include:

• Skincare products. These include serums, cleansers, toners, moisturisers, masks, exfoliators, and sunscreen. They are designed to nourish the skin and tackle concerns like dryness, acne, ageing, pigmentation, and sensitivity.
• Fragrances. They add pleasant scents to the body. Examples include perfumes, colognes, body mists, and scented oils or lotions.
• Hair care products. They are formulated to cleanse, nourish, style, and protect the hair. Examples include shampoos, conditioners, hair masks, serums, oils, gels, mousses, and sprays.
• Personal Hygiene. They are used for cleanliness and odour control, and examples include soaps, body washes, deodorants, antiperspirants, and feminine hygiene products — sanitary pads, tampons, and pantyliners.
• Makeup. Used to enhance facial features and create a variety of looks. Examples include foundation, concealer, powder, blush, eyeshadow, eyeliner, mascara, lipstick, and lip gloss.

How does makeup differ from cosmetics?

Makeup is a subcategory of cosmetics that focuses specifically on products that enhance facial features. Cosmetics, on the other hand, encompass a broader range, including makeup, fragrances, skincare, hair care, and personal hygiene products.

How to start a makeup business in Nigeria in 9 simple steps

If you’re a beauty business owner or makeup artist looking to venture into the Nigerian beauty industry, here’s how to start a successful makeup business:

Step 1: Acquire makeup skills

If you’re starting as a novice, your first step should be equipping yourself with the necessary skills. You can apprentice in an established makeup studio or attend a makeup training school near you. A YouTube course like this one can also come in handy. 

For expert makeup artists and business owners looking to hire professionals, ongoing training is vital to equip employees to satisfy customers and stay relevant in the industry.

Step 2: Handle regulation requirements

To do business in Nigeria, you must first fulfil some legal obligations. Otherwise, your young business can face avoidable government interference. 

Comply by doing the following: 

I. Register makeup business

Once you pick a name for your makeup business, register it with the Corporate Affairs Commission (CAC). The regulator will issue you a certificate afterwards to make things official. 

Register your business before you launch. That way, you can enjoy benefits like obtaining loans, qualifying for grants, opening a corporate account, and gaining credibility with investors or customers. 

See our step-by-step guide on how to register your makeup business in Nigeria.

II. Obtain TIN from the FIRS

Your Taxpayer Identification Number (TIN) is a unique number assigned to registered businesses by the Federal Inland Revenue Service (FIRS) for tax purposes. Once you complete your business registration, acquire your TIN to fulfil your tax obligations. Defaulting can lead to paying heavy fines.

III. Buy only NAFDAC-approved products

Ensure all the makeup products you use, sell, or recommend are approved by the National Agency for Food and Drug Administration and Control (NAFDAC), which regulates and controls the manufacturing, importation, exportation, advertisement, distribution, sale, and use of cosmetics. 

Always verify product authenticity with NAFDAC or patronise a trusted supplier.

Step 3: Draft a business plan

A business plan is vital at the start of your makeup business and even after. While makeup studios may succeed without a business plan, several studies reveal that following a strategic plan will increase that.

A written plan allows you to consider all aspects of your business, from setting clear objectives and outlining how to achieve them to identifying potential obstacles and defining strategies to surmount them. Simply put, a business plan gives your business a roadmap to follow.

Moreover, a business plan helps to communicate ideas clearly with stakeholders like investors and financial institutions. 

Download the Splice Makeup Business Plan Template below to get started. 

Step 4: Raise start-up capital

Like any business, you need money to set up a makeup business. So, the next step is to get the capital to fund it. Ideally, you should already get an estimate from your business plan. 

Some sources of capital you can explore include:

• Personal savings. 
• Cash gifts from loved ones. 
• Grants from the government or private organisations.
• Loans from sanctioned financial institutions (avoid suspicious and dodgy loan platforms).

Additionally, you can pitch to investors interested in funding small businesses. But to do that, you’d need a well-written, strategic plan to convince them. The business plan template above will get you started. 

Step 5: Get a makeup studio

Many small makeup business owners, such as freelance makeup artists, start by working from home. Then, after growing their clientele and business for a while, they move into a studio. 

Location is critical to the success of your business. You want to be in an area dominated by young women — the primary market for makeup products and services. In addition, it should have high foot traffic, experience little to no traffic congestion, and be easily accessible to customers, staff, and suppliers. 

In the beginning, at least, avoid setting up shop too close to competitors. Your makeup shop needs time to gain ground. 

Step 6: Buy products and tools

First, ensure the ventilation, plumbing, and lighting are set. 

Then, bring in your furniture, including a table and chair for the reception area, shelves for retail makeup products, makeup mirrors, and makeup stations. 

Next, stock up on makeup products like foundation, concealer, powder, blush, eyeshadow, eyeliner, mascara, lipstick, and lip gloss. Also, get supplies, such as makeup removers, shadow shields, alcohol wipes, and cotton pads. It’s advisable to partner with a wholesale supplier to get products and supplies at discounted prices. 

You’ll also need makeup tools like tweezers, brushes, eyelash curlers, tool belts, and q tips. A standby generator is a must-have in most parts of Nigeria. 

Download our Makeup Equipment Checklist above to get started. 

Utilise management software

Get management tools to help you streamline salon operations, handle appointment booking with automated reminders, manage customers and staff, process payments, and provide insight into your salon. 

Splice, an all-in-one management tool, will save you precious time to focus on satisfying your customers. See the image below: 

Step 7. Outline offerings

Create a service menu for your customers to access your offers easily. 

First, you have to decide on the services your makeup studio will offer. They can include bridal makeup, editorial makeup, glam makeup, no-makeup makeup look, etc. 

To determine your services, consider your expertise and find out which makeup offerings are in high demand among your target customers or in the area where you’ve set up shop. It’ll give you an idea of where to start your offerings. 

Setting your prices can be challenging at first as a new makeup business. A good starting point is researching what other makeup artists and studios charge for the same service. Make sure your service is excellent and your pricing is competitive. 

Design a service menu, complete with prices. Share a digital copy across your online channels and put physical copies around your salon for your customers.

Diversify your revenue streams

Consider adding makeup retailing and professional training to your offers if you’re a makeup artist to diversify your revenue streams. 

Check the section on the common types of makeup businesses above to see other things you can add. 

Step 8. Hire other professionals

You may be able to attend to all your customers by yourself at the start of your makeup business. However, you’ll need to hire more hands to help as your business grows and expands. 

Hire as many staff as necessary. To build a highly motivated and engaged team, go for skilled, driven, and personable makeup artists. Ensure you compensate them adequately. And enforce strict professionalism. 

Also, consider running an ongoing apprenticeship program to equip the next generation of makeup artists and train much-needed studio assistants. 

Step 9: Develop a marketing strategy

Whether you’re a freelance makeup artist, a manager at a makeup studio, or an owner of a makeup business, you need a marketing strategy to promote your business. It’s how you find your clients and ensure potential customers can find you. 

Here are a few approaches to create one: 

• Start with local publicity. Install a signboard in front of your studio and put up banners in strategic spots in the neighbourhood. Share flyers around your area and leave some in busy business centres like hair salons, malls, pharmacies, and supermarkets. 
• Get on social media. Sign up on relevant social media platforms like Instagram, TikTok, Facebook, and YouTube. Plan to post often and engage your audience, who could be potential customers — reply to comments and respond to direct messages (DMs). 
• Utilise SEO. If you have a website, use search engine optimisation (SEO) to target keywords your potential customers might be searching. Set up your Google Business Profile and optimise it to take advantage of local SEO. 
• Invest in paid ads: Run targeted ads on all the social media platforms you’re on. Do Google ads too. 
• Try influencer marketing: Recruit people — preferably in the beauty niche — with large social media followings to promote your business offerings. 
• Attend local events. Register for and attend trade fairs and exhibitions to acquire new customers. 

Whatever approach you employ, ensure your messaging and delivery address the pain points of your target audience. Also, reach them on platforms they spend time on.  

What are some makeup businesses you can start in Nigeria?

Now that you know how to start a makeup business in Nigeria, let’s see some lucrative aspects you should consider: 

1. Makeup services

You’d have to first train as a makeup artist to offer makeup services to a diverse customer base, including office workers, celebrities, brides, interviewees, and eventgoers, to mention a few. Also, you can add consultancy services. For example, you can recommend products for each client. 

2. Sales and distribution

It entails buying makeup products and accessories directly from the manufacturers or wholesalers at discounted prices and then reselling at retail prices. Your customers can include makeup artists and end-consumers. 

3. Makeup training

Here, you can equip the next generation of makeup artists with the skills to render professional services. Depending on your model, it can be an ongoing apprenticeship program or special training sessions.

4. Face and body painting

It involves using makeup products, paints and other special effects to create fantastical, magical, and sometimes, horror looks on the body. You’ll typically find these makeup artists at movie sets, parties, and carnivals. 

5. Influencing 

As a beauty influencer, the first step is to grow an online presence by getting a huge following on social media, significant traffic on your blog, plenty of newsletter subscribers, etc. Then, work with makeup brands to recommend their products to your audience. 

You can combine several of these businesses. For example, as a makeup artist, you can train other professionals and sell retail makeup products. Next, let’s see how to start a successful makeup business in Nigeria once you’ve decided on the niche.

Conclusion

The makeup business presents a vast and exciting opportunity if you’re looking to tap into the Nigerian beauty market. Between the diverse range of potential customers and the thriving market, you’re sure to make a living from it. 

Follow our how-to-start-a-makeup-business guide above to launch your cosmetics business in Nigeria and position it for unprecedented profits and growth.

Let Splice help you automate your business operations as you embark on your makeup business journey.