Beauty industry more than just lip gloss – experts - The Namibian

2022-09-10 10:26:04 By : Ms. Zoe Jiang

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WOMEN entrepreneurs have advocated the formalisation of the local beauty and make-up industry, because they believe it is a legitimate business but its informal status holds local business people back.

WOMEN entrepreneurs have advocated the formalisation of the local beauty and make-up industry, because they believe it is a legitimate business but its informal status holds local business people back.

The CEO of Ada's Creation, Ada Auala, is a self-taught bridal and hair make-up artist, who did the make-up of First Lady Monica Geingos on her wedding day.

She said there is a need for informal salon staff and owners to be groomed and mentored in order to grow.

“Coaching is very important. I am dealing with young girls every day. Customer service is a problem, and work ethic is the biggest problem, but they don't know that because they do not come from a corporate background. They need guidance,” she said.

Auala was one of the panellists of the 'Run It, Like You Own It' panel discussion at the Women in Finance and Insurance Hybrid Summit, held over two days last week.

Auala began her business informally, while studying in Cyprus, where she was first exposed to the sophisticated beauty industry.

“Until today, the make-up industry is still not really respected as a career in our countries, but do you know how many billions it is worth in Africa?

“I was looking at the statistics of Ghana and Nigeria, when it comes to the beauty industry, they don't import make-up, they make their own.”

She encouraged local make-up artists to “slide into the DMs” of people they look up to in South Africa, which is what she did.

It lead to her collaborating with one of the leading make-up artists in South Africa on a luxurious Nigerian wedding in Sandton.

“I have learned to make Instagram work for me. The other thing is that I have found ways that work for my business. I have started a payment plan for my clients, and we agreed that instead of paying me N$5 000, they can pay N$1 000 monthly,” she said.

Another panellist, Roxanne Laher, who studied overseas and earned a number of qualifications, including Swiss accreditation, also stressed that there is an inherent cultural belief that the beauty industry is not a career, yet everyone does their nails, applies lip balm, sunscreen or hand lotion.

Laher, the founder of the Beauty Therapy Institute, who worked in a traditional salon first, said she was driven to establish her own business because there was just not that “oomph” and sophistication that she witnessed outside Namibia.

She has also met and worked with Sandy Fuhr, who has been in the beauty industry since the 80s, as the founder of the Beauty Therapy Institute Group, which has over 10 institutions across Africa.

“Lack of education is part of the reason this industry is not seen as a career, people are not educated enough, especially when it comes to health and safety. There are a lot of things that are not regulated in Namibia and that is something that really needs to change. That's what we are working towards as an institution.” – unWrap.online

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