We don’t meet people by accident. I am a firm believer that every person that crosses our path has an impact on our life.
Tara Fela-Durotoye is among those persons who learned how to master the art of positive thinking, and so, if you are lucky enough to cross her path, chances are she will make a positive impact on your life!

Pioneer And Grow Slowly But Surely

Tara is the founder of House of Tara, Africa’s leading beauty brand. She started her venture back in 1998 offering bridal makeup while still an undergraduate studying law. In the context of today’s extremely sexy and bullish beauty industry, and knowing that weddings are a big part of the Nigerian culture, her move may seem wise; however back then, her choice was definitely a bold one, a very unusual choice in a very conservative society.
As the Nigerian mindset evolved and became more and more influenced by globalization, Tara extended her portfolio of services into 3 business units: makeup school, product line, distribution channel.
Today, House of Tara, counts 5 branches, over 5,000 sales representatives and over 150 employees with presence in most major cities across Nigeria and distribution channels in Kenya and Rwanda.

Turn Obstacles Into Opportunities

The keystone of House of Tara’s success has been Tara’s ability to overcome one of Africa’s most challenging obstacles: the lack of strong distribution channels. Tara managed to build a distribution channel of her own that enabled her to develop her product line and that also worked as a marketing tool. A major achievement that did not escape the interest of L’Oréal as they approached Tara to distribute Maybelline through her network.

Empower And Train A New Generation Of Leaders

Most importantly, her distribution channel is not just about making money. Beyond financial success, Tara thinks of constantly making an impact (remember her mindset I told you about!). Her distribution network is made up of women micro entrepeneurs who look up to her and who she trains to follow in her footsteps and continue her legacy. Today Tara is mainly nurturing her network by conducting motivational conferences and workshops about successfully building a business.

 

In the following extract of our interview, Tara Fela-Durotoye gives her insights into the African beauty industry: what trends are observed, how House of Tara is adapting and what innovations to consider.

Ever since I met Tara, she has become a true inspiration!
Once you’ve had a chance to watch, I’d love to hear from you. What’s that one insight that can help you move forward or understand better the African market?
Leave a comment below, and let us know.

Kenza is an entrepreneur, business coach and communication expert. She started her career as a Private Equity analyst and took the plunge of entrepreneurship back in 2011 when she founded an innovative beauty e-commerce and a beauty brand. From her experience, Kenza has a deep understanding of doing business in Morocco and South-North trade.

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