As of 2022, the makeup industry boasts an annual worth of over $80 billion globally, with Africa contributing over $8.4 billion to this figure.
Geraldine Iheme, a lawyer, initiated her makeup brand, Face Coat, in 2020 during the COVID-19 pandemic while residing in Houston due to maternity reasons. Despite the uncertainties posed by the pandemic, the accessibility of the internet enabled her to sustain sales and cater to clients worldwide.
Initially targeting the Nigerian market, Iheme later expanded Face Coat ‘s reach to other African countries such as Ghana, Tanzania, Kenya, South Africa, and Togo. To facilitate sales in these regions, she appointed country representatives. Face Coat offers a diverse product range with 40 shades tailored to different skin tones.
Geraldine, acknowledges the challenges of entering Nigeria’s saturated makeup industry but underscores the importance of differentiation through problem-solving. She learned firsthand about stock shortages due to small-scale production, prompting her to seek additional financing. By openly expressing her need for investors, she garnered support, predominantly from women, which enabled her to scale up production.
For Geraldine, success for women extends beyond financial achievements to include adeptly balancing career, family, and personal life. She advocates for changing mindsets and encouraging women to pursue leadership roles, particularly in political spheres where they remain underrepresented despite their numerical strength.
Geraldine Iheme’s journey with Face Coat exemplifies resilience, adaptability, and the importance of community support in navigating challenges and achieving success in entrepreneurship.
