Omobolaji Mogaji, founder of Rubellite Cosmetics, has, over the years, shaped the future of Africa’s beauty Economy. In this interview with NGOZI OKPALAKUNNE, she spoke on the challenges facing Africa’s beauty industry and the urgent need to build a strong local ecosystem. Excerpts:
What motivated you to enter the beauty industry?
My journey into beauty started from a genuine interest in how beauty influences confidence and self-expression. With my background in Cosmetic Science, I became interested in creating products that didn’t just enhance beauty but actually solved problems for women, particularly women with melanin-rich skin. That led to the creation of Rubellite Cosmetics in 2018, which started with just two products: Premium Lashes and Velvet Matte Lipstain. Today, we have grown into a broader beauty brand with products across different categories. What continues to motivate me is seeing women use our products and feel more confident. For me, beauty is ultimately about confidence, self-expression and helping women feel comfortable in their own skin.
The beauty industry in Nigeria is highly competitive. What makes your products unique from others?
For Rubellite, our difference is that we don’t just want to sell beauty products; we want to understand the African woman and create products around her reality. Our products are developed with melanin-rich skin and the Nigerian climate in mind. We pay attention to pigmentation, undertones, texture, longevity and how products perform in our heat and humidity. Products like our Undercover Soft Matte Concealer, Bake Me Setting Powder, and Noir Glide Eyeliner are designed around performance and everyday usability. But beyond the products, we listen to our customers. Rubellite has evolved because we pay attention to what women need and what is missing in the market.
We are building a brand where African women feel seen, represented and confident in their beauty.
What are the major challenges facing the beauty industry in Nigeria, and what is the way out?
Some of the biggest challenges are access to capital, unstable foreign exchange, high production costs, dependence on imported raw materials and packaging, counterfeiting and limited manufacturing infrastructure. For beauty businesses, the cost goes beyond the product itself. There is research and development, raw materials, packaging, testing, manufacturing, regulatory compliance, logistics and marketing.
The way forward is to treat beauty as a serious economic sector. We need more investment in local manufacturing, research and development, technical training and affordable financing.
Nigeria has a huge consumer market and incredible creative talent. If we build the right ecosystem, Nigerian beauty brands can move from simply importing products to developing, manufacturing and exporting products made for Africa and the world.
In what ways do you think government can support the industry?
Government can support the industry by making it easier for beauty businesses to manufacture and scale locally. We need affordable funding, tax incentives, support for local manufacturing, reduced duties on essential production inputs and investment in skills and research. Regulation is also important. We want regulators to protect consumers while creating an environment where legitimate Nigerian businesses can thrive. Ultimately, I would like to see a Nigerian beauty entrepreneur being able to develop a product here, manufacture it here, employ people here and eventually export it from Nigeria. That is the kind of ecosystem I want Rubellite to contribute to.
A lot of Nigerian women use skin-lightening products. What do you think are the implications, and what is your advice to users?
I think we need to have an honest conversation about this because it goes beyond skincare. It is also about how we have been taught to perceive beauty and our skin colour. Some skin-lightening products, particularly unregulated ones or those containing harmful ingredients, can have serious consequences for the skin and overall Health. My advice to women is to understand what is in the products they are using and not choose something simply because it promises to make them lighter.
At Rubellite, our philosophy is not about changing who you are. It is about enhancing and caring for what you already have. African women should be able to look at their skin and see beauty, not something that needs to be corrected.
How have issues like naira fluctuations, import duties and the rising cost of raw materials affected your production and pricing?
They have had a significant impact. Beauty manufacturing is sensitive to foreign exchange because many raw materials, packaging components and production inputs are still imported. When the naira fluctuates, it affects everything from production and inventory planning to pricing and logistics. As a business, we have had to become more strategic with procurement, supplier negotiations, inventory and product planning.
The challenge is balancing sustainability as a business with affordability for the consumer. We don’t want to compromise quality simply to reduce price, but we also understand that consumers are dealing with increased costs. So, we continue to look for ways to improve efficiency while maintaining the quality customers expect from Rubellite Cosmetics.
BBL surgery is trending despite the risk associated with it. What is your take on this as a beauty expert?
I think we need to separate the desire to look good from the pressure to conform to a particular body ideal. There is nothing wrong with someone wanting to change something about their body, but any cosmetic procedure should be approached as a medical decision, not a beauty trend.
My concern is when women make permanent decisions about their bodies because of social media trends without fully understanding the risks.
If someone is considering a procedure, they should consult a properly qualified medical professional, understand the risks and make an informed decision.
Beauty should give you confidence, not pressure you into putting your life…
