Beatrice Nnadili Eneh, the founder of the Beauty in the Motherland initiative, has urged African leaders to stop undervaluing beauty professionals, warning that the persistent dismissal of hairdressers, makeup artists, barbers and related operators is curbing economic opportunities across the continent.
Eneh said that “for a long time in Africa, individuals with roles such as hair dressing, barbering, makeup artistry are undermined by fellow Africans. The irony is that same individuals go outside Africa and respect individuals with same positions,” highlighting a stark contrast between local attitudes and the respect these professions receive abroad.
She argued that such perceptions have led to inadequate institutional investment and the exclusion of beauty businesses from key economic‑development discussions. Referencing First Lady Senator Oluremi Tinubu’s recent message on the importance of “the little things,” Eneh said the endorsement reinforced her commitment to back enterprises with strong yet overlooked growth potential.
According to Eneh’s industry assessment, Africa’s beauty and personal‑care market is worth about $66 billion, with Nigeria contributing roughly $10.3 billion. She noted that the sector “provides opportunities for women’s economic empowerment, skills development, employment and local manufacturing,” and added, “We are the lion in the jungle, yet we are not given the attention we deserve.”
Eneh called on governments and financial institutions to recognise beauty‑related professions as viable businesses deserving of investment, formalisation and policy support. She said this appeal is reflected in her own programme, which has expanded its entrepreneurial investment support from 24 to 72 individuals, aiming to unlock the sector’s latent potential.
<small>Source: The Sun Nigeria — read the original story there.</small>
