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Enioluwa: The Genz Superstar Paving The Way Through Beauty And Fashion

By Oluwatomiwa Ogunniyi
02 October 2022   |   8:24 am
Enioluwa Adeoluwa, also known as "Lip-gloss Boy" or "Beauty Boy," is a multi-talented individual who has positions as a writer, host, media expert, influencer, and public speaker. Adeoluwa's climb has been unmatched since 2020; he is well-known for his videos in which he can be seen putting on lip gloss and making observations about his…

Enioluwa Adeoluwa, also known as “Lip-gloss Boy” or “Beauty Boy,” is a multi-talented individual who has positions as a writer, host, media expert, influencer, and public speaker. Adeoluwa’s climb has been unmatched since 2020; he is well-known for his videos in which he can be seen putting on lip gloss and making observations about his daily life in Lagos.

As one of the few Nigerian guys working in the cosmetics and beauty sector, Adeoluwa is not only expressing himself online like every other influencer, but he is also breaking barriers. He discusses his upbringing, influences, and how he overcame the stigma associated with being femme in Nigeria in an interview with Guardian Life.

What was your childhood like?

My childhood was pretty interesting. As a pastor’s child, I was a church boy, and it was a lot of fun. Aside from the fact that I did some quite interesting activities, like playing with friends, I lived in a very close-knit community in Akure. 

When did you get into the beauty industry and why lip-gloss?

I think I started making beauty-influencing videos in 2019. I don’t think lip-gloss boy as a character really relate to beauty influencing. When I do make-up and skincare videos, it’s when I do beauty influencing. That is what I started with. One day, I was making a makeup video and then I used my lip gloss and ranted and it blew up. I wish I could say “Oh, this is the reason why it was lip-gloss and this is what makes it special,” but there isn’t any of that, it just fell on lip-gloss and that is how it became lip-gloss. Beauty influencing has always been my love. I learned how to take care of my skin by seeing my mother when I was a child. I think I am reaping the benefits now. 

You are one of the few male beauty influencers in Nigeria. In your experience, what do you think is responsible for the stigma surrounding male makeup?

Being one of the few male beauty influencers is exciting. It is such a good opportunity that I am one of the first to do it, but there are new people doing it as well. I feel like there is just this feeling of fulfilment. When I started, a lot of people talked about the stigma, but I am glad it was different for me. I understand the stigma directed towards it, but I feel like that is changing and that is what representation does. Once we hear more success stories related to beauty male influencers, then people will start to become more accepting of it.

What is your definition of self-care?

Self-care is what you make of it; it doesn’t feel like work; it feels like care, because you are caring for yourself. Saying to yourself, I am going to find love, going for a massage or manicure are all forms of self-care, and watching Netflix with family is another form of self-care. That moment where you are feeling relaxed, you are feeling better and you just feel like it isn’t stressful to do, i believe that moment will define self-care for you.

Ever since you have been in the public eye, you have continuously used your platform to advocate, especially for femme men. With Nigeria being a conservative country, how do you navigate through the negativity and what message are you hoping to pass across?

No matter what you do, people are always going to talk, so I don’t see the negativity. Rather, I focus on positivity and I know it is a sort of protection. The message I want to pass across really is representation and what you look like or who you are doesn’t define you. I try to avoid interviews where people ask “femme this and that”. Why don’t you ask me about how you were able to achieve first class at 19 or finish your master’s degree or get signed with brands? One thing that is very important to me is to not let my life be based on one thing. It doesn’t matter if you are femme because it is also being different. Just telling yourself “I can be successful” is fine as long as you aren’t hurting anybody and as long as you are working on it. 

Content creation is something everyone is doing now, but looking at your journey, you have done very impressive things with your brand deals. What has been your strategy to stand out in the influencer market?

Again, I would say it isn’t for everyone. Yes, it is a flooded industry right now because people see that it is a successful industry where you can make money. But if you are still trying to get into it, make a name for yourself and work towards that name, then ask yourself, “what are you bringing that is different?”

With influencer marketing, there is also a strategy. You have to also understand that it is business and be kind. I think people love kind people to the extent that even if they haven’t met you, they can just tell that you are a loving and kind person. That is something about me that stands out.

One fact no one knows about you?

I recently got a dog. Her name is Princess.