Founder of Ida Beauty, Idowu Damilola Adepeju, has reaffirmed her commitment to helping women glow and grow confidently through beauty, innovation, and empowerment. She made this known during the official launch of Ida Beauty in Lekki, Lagos.

Adepeju, who successfully established her brand in the United Arab Emirates and the United States before returning to Nigeria, said her entrepreneurial journey began in 2020 when a short vacation to Dubai turned into an extended stay due to the COVID-19 lockdown.

Rather than stay idle, she ventured into drop-shipping, selling clothes and hand-delivering orders across the UAE.

Her interactions with models during that period introduced her to the world of fashion and modeling, but the financial instability she faced pushed her to explore real estate.

With no connections or prior experience, she worked hard and sold six properties within two years, an achievement that gave her the financial stability and courage to pursue her dream of launching a beauty brand.

“With the courage and capital I built, I launched Ida Beauty in September 2023 from scratch,” she said. “The results were mind-blowing as our products quickly became the preferred choice of many beauty enthusiasts.”

In just one year, Ida Beauty launched 12 products, each with unique variants.

According to Adepeju, the brand focuses on producing affordable yet luxurious, eco-friendly beauty products, including foundation, powder, and concealer.

Speaking on her inspiration, Adepeju shared how her childhood experiences shaped her mission. “My story began not in a beauty studio, but in a broken home where survival came before dreams. From a young age, I found joy in helping others feel confident and beautiful,” she said.

“Although the trauma of my childhood left scars, it also shaped my mission. I know what it feels like to be silenced, so I made it my life’s work to help women step into their confidence and independence.”

She recalled being discouraged from pursuing her passion for makeup, as it was seen as rebellion. “But I saw something different — transformation, confidence, and healing,” she said.

Now a real estate entrepreneur and founder of a growing cosmetics brand, Adepeju said her journey is driven by vision, purpose, and impact.

“Whether it’s developing high-performance beauty products or curating luxury real estate holiday homes, my goal is to lead with intention, innovate with integrity, and inspire through action,” she said.

According to her, success is not only about financial growth but also about creating lasting impact. “My work is guided by a single principle: build what lasts. In beauty, I focus on innovation and impact; in real estate, I focus on strategy and value creation,” she added.

Adepeju said her mission remains to help women “glow up confidently” through beauty that inspires and transforms, while building a brand that celebrates diversity, inclusivity, and empowerment.