Beauty Entrepreneur Onome Ezekiel on Falling in Love With Makeup & Building Her Business From Scratch – Smart Money Africa

Her work has been featured in high profile publications like Dazed Digital Magazine but for Onome Ezekiel (Founder @MerakibyOnome), it’s been a journey paved with a lot of dedication and sacrifice. “I took on a number of unpaid jobs in order to build my clientele. Some of these jobs were in locations quite distant from me, these were sacrifices I was willing to make because I had personal goals”. Looking back at how she started the business, her inspirations and lessons learnt so far, Onome reflects on how she started her journey as a creative entrepreneur. “I was still figuring out what I wanted as I just got back from NYSC and I was still trying to get another job as I wasn’t sure if makeup was what I wanted to do full time or if it could even pay my bills at the time” she recollects as she talks about how she founded Meraki by Onome in 2016, joining a long wave of entrepreneurs staking claim to Africa’s beauty industry. 

I always knew I was a creative but I just didn’t know makeup was going to be the way to express my art but I am so happy it is

 

Speaking on her relationship with beauty, she passionately narrates how her family sparked her interest with make up; “My Mum and her sisters loved wearing makeup, they used to glam up every time we had a party or they were set to go out. I used to watch my mom sometimes apply her makeup. I also remember shaving half my eyebrows off because I had seen my mom shave hers but she was clearly a pro and I wasn’t” she said laughing as she remembers her first attempt experimenting at shaping eyebrows. Even though her first experience went badly, she continued practicing and finding influences that sparked her creativity. “I bought my first lip gloss at age 13 if I remember correctly.I also enjoyed looking at magazines as my Dad used to bring back loads of those for my mom which in turn lead me to collecting magazines and just being so amazed by how glamorous women looked. Also watching a lot of tv shows (Hollywood and Nollywood inclusive) and fashion shows intrigued me so much, I was consuming a lot of beauty content one way or another, I always knew I was a creative but I just didn’t know makeup was going to be the way to express my art but I am so happy it is”. 

Meraki by Onome’s looks are fierce and more than impressive but this isn’t the sole reason for her break into the industry, she credits working with other creatives as the ultimate tool that helped her earn her big break; “It was from great collaboration with photographers, stylists etc that led them to booking me for jobs and I started to get some recognition in the beauty industry and that’s how I kept getting booked till date.” In terms of her influences, she credits a long line of makeup power houses like Pat McGrath and Danessa Myricks, movies like Cleopatra, Marie Antoinette , Death Becomes Her , Coming to America, Girlfriends, Burlesque, Queen of the Damned, and a long list is a long list of idols like Vanessa Evelyn , Kevyn Aucoin, Joey Mills, Sam Fine, Kilprity and Michela Wariebi.

“A close friend and client of mine said to me; Be authentic, always focus on yourself and your lane Onome, don’t get distracted, learn to filter the noise out what’s meant for you will be for you just keep working hard and smart and always remember to save.”  Those words have kept her going since she established her brand but when asked what her advice would be for aspiring makeup artists she says; “Hard work and determination is really important and you should never give up if you really want to do makeup. Collaborate well , always try to keep learning and updating your knowledge on makeup, and other stuff that interests you. Sometimes getting a head start into the industry isn’t always easy so I would always suggest offering to assist Makeup artists you admire their work and learn from them, Practice, practice , practice and Lastly approach this profession with love and passion not for fame.”

The Sub-Saharan beauty industry is expected to reach record breaking heights in the coming years. The African market was estimated at €9.2 billion in 2017 and approximately reached €12 billion in 2020 according to a report by Deloitte. Entrepreneurs like Onome Ezekiel are impacting these figures on a progressive scale and securing a spot for beauty next to other top selling businesses in Africa and around the World. 

Lead Image Credits

Makeup done by me @merakibyonome
Creative Direction @rimouuune
Styled by @pat_ada_eze
Photography by @scrdofme