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Tara Fela-Durotoye - The startup story of a home-grown Nigerian make-up brand that sparked a revolution
Melanie Hawken
More than ten years ago, House of Tara founder Tara Fela-Durotoye, sparked a revolution that reverberated across Nigeria, creating a powerful corporate brand, a range of interesting makeup and skincare lines aimed at women of colour, and setting up Nigeria’s first make-up school.
Tara Fela-Durotoye is a Nigerian makeup artist and lawyer. A pioneer in the bridal makeup profession in Nigeria, she launched the first bridal directory in 1999, followed by the establishment of an international standard makeup studio, and the launch of the first makeup school in Nigeria.
Over the past 16 years, Tara has been dedicated to realising her vision of building a globally respected beauty company of African origin. She is the founder and current CEO of House of Tara International; the creator of the Tara Orekelewa Beauty range, Inspired Perfume and the H.I.P Beauty range; and a highly respected mentor for make-up artists and small business owners. She is a genuine powerhouse and gamechanger in the cosmetics industry in Nigeria and an inspiration for the rest of Africa.
'Creating a business that impacts and generates income, developing micr
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Tara Fela-Durotoye’s name is synonymous with make-up in Nigeria, being a pioneer in the make-up business at a time it was not recognized as a major source of income. She started out as a professional wedding make-up artist while still an undergraduate at the Lagos State University (LASU). There she opened the first House of Tara (HOT) make-up studio in 1998, which has grown to include no less than 20 studios across the country. Now she is sharing her trade secrets with younger women in order to inspire and empower them to succeed as well.
Through her make-up school – there are about 14 of them across the country – Tara is teaching young women the art and business of make-up with the hope that they go on to establish their own businesses.
“… young women in their 20s and 30s are being taught that makeup artistry can be their passport to self-confidence, independence, and a business of their own,” CNN said of her enterprise.
Tara Fela-Durotoye was born at St. Nicholas Hospital, Lagos, the daughter of Mr John Ejegi Sagay, a commissioner at the Federal Civil Service, Nigeria and Mrs Felicia Omaghomi. The Couple separated when She was eight months old; born into a polygamous home, she was brought up by her father’s wife Mrs Modupe Agnes Sagay. She started her