She is one of the leading ladies in Nigeria’s beauty business. A former Miss Nigeria UK, Dabota Lawson, speaks with IVORY UKONU about her beauty business and how she has evolved over the years. Excerpts:
You seem to be withdrawn from the spotlight and focused on your beauty business. What is responsible for this new Dabota Lawson?
Thank you for acknowledging my focus on beauty business. The decision to withdraw from the spotlight and channel my attention into my business was a deliberate and strategic choice. There are several reasons behind this new direction which includes my passion for my business. As the owner of a beauty business, my true passion lies in the work itself. I find immense fulfillment in creating innovative beauty solutions, improving existing products, and providing exceptional services to my customers. Directing my energy towards the business allows me to fully immerse myself in what I love. Secondly it’s as a result of personal growth. Over time, I realized that my personal growth and professional success are intertwined. By dedicating myself to my business, I have the opportunity to continually learn, develop new skills, and expand my knowledge within the beauty industry. This not only benefits my business but also allows me to better serve those seeking solutions for their beauty problems. It also has a lot to do with my intent to impact and help others. I am deeply committed to making a positive impact in people’s lives by addressing their beauty concerns. By focusing on my business, I can dedicate more time, resources, and attention to developing innovative products and services that cater to a wide range of beauty needs. This allows me to provide effective solutions and enhance the confidence and well-being of individuals facing beauty challenges. Another core reason is for its competitive advantage. The beauty industry is highly dynamic and ever evolving. By devoting my efforts to my business, I can stay ahead of the curve, monitor market trends, and adapt to changing consumer demands. This ensures that my solutions remain relevant, effective, and sought after by those facing beauty problems. It’s important to note that while I have withdrawn from the spotlight, my commitment to helping individuals with beauty problems remains unwavering. I firmly believe that there are people out there who are seeking solutions, and my business is dedicated to providing them with innovative, reliable, and transformative beauty solutions.
Why are you really in the beauty business? Are you satisfying a passion or is it a means to an end?
I’m in the beauty business because I’m passionately smitten with all things beauty since a young age. It’s a marriage of my business expertise and my deep love for making people look and feel fabulous. So, it’s both my dream realized and a dazzling means to an end.
Is there something about growing up that triggered your love for makeup?
I can relate to your question. Growing up, my love for makeup was indeed triggered by a combination of factors, including my personal experience with bad acne during my teenage years. Having struggled with acne myself, I understand firsthand the impact it can have on one’s self-esteem and confidence. Makeup became a powerful tool for me to not only enhance my features but also to address and conceal my skin imperfections. It allowed me to express my creativity, experiment with different looks, and ultimately feel more confident in my own skin. My personal journey with acne fueled my passion for helping others overcome similar challenges. It inspired me to delve deeper into the world of beauty and skincare, to educate myself on effective products and techniques, and to provide solutions that would empower individuals to feel beautiful and comfortable in their own skin. So, while my love for makeup was indeed triggered by my personal experience with acne, it has evolved into a genuine passion for empowering and uplifting others through the transformative power of beauty.
Why should anyone settle for Dabota products out of all the Nigerian beauty brands struggling for acceptance?
Dabota Cosmetics stands out among Nigerian beauty brands for several reasons. Firstly, our brand prioritizes skin health by formulating products that genuinely care for your skin. Secondly, we guarantee high quality in all our offerings, ensuring that customers receive exceptional products. Thirdly, our cosmetics have been rigorously tested and approved by renowned makeup artists across the globe. Additionally, our commitment to non-toxic formulations, paraben-free ingredients, allergy testing, and fragrance-free products sets us apart, ensuring a safe and enjoyable beauty experience for all.
Your latest offering from your brand ‘The Grail’, has a distinct ring to the name. What exactly ‘The Grail’?
‘The Grail’, is a 12-in-1 full coverage high-definition powder, bronzer, and highlight palette that was launched in 2020. What sets this palette apart is its versatile range of shades, carefully curated to suit a wide range of skin tones and provide flawless coverage. The name ‘The Grail’ was chosen to convey the idea that this palette is the ultimate holy grail of beauty products, offering everything one needs for a flawless and radiant complexion in a single compact.
What is the idea behind having a cross section of celebrities, including other makeup entrepreneurs, sit on your makeup chair while you apply makeup on them for free?
It serves a multiple purpose cause. Firstly, it provides us with valuable exposure and publicity. Secondly, featuring makeup entrepreneurs acknowledges their accomplishments in building successful businesses. It recognizes their contribution to the beauty industry and grants them well- deserved accolades. By selecting individuals who are relevant and have worked towards their own ventures, we highlight their entrepreneurial spirit and inspire others. In summary, having a diverse range of celebrities and makeup entrepreneurs on our makeup chair enhances our reputation, recognizes their achievements, and cultivates beneficial connections within the industry.
What is your staying power?
Its longevity can be attributed to two key factors; the brand’s commitment to authenticity and its ability to adapt and meet evolving beauty trends.
What are the things you are happy about in the beauty industry, the things you would rather see go away and the things you want to see take shape in the industry?
I’ve witnessed the remarkable evolution of the beauty industry over the past six years. There are several things that bring me joy. First, the industry’s growth into a multibillion-naira sector reflects its immense potential and the increasing demand for beauty products and services. It’s gratifying to be part of an industry that offers such significant opportunities for entrepreneurs like myself.
However, there are certain aspects I would prefer to see change. One of them is the lack of diversity and inclusivity in beauty standards. I believe beauty should be celebrated in all its forms, and the industry should embrace and represent a wider range of ages, body types, skin tones, and cultural backgrounds. Promoting inclusivity not only fosters a more positive self-image but also expands the market and allows more people to feel represented and valued. Looking ahead, I would like to see further advancements in sustainable and eco-friendly practices within the industry.
As the world becomes increasingly conscious of environmental issues, it is crucial for beauty brands to prioritize sustainable sourcing, packaging, and production methods. By adopting such practices, we can contribute to a healthier planet and meet the changing expectations of socially and environmentally responsible consumers.
Overall, I’m pleased with the growth and potential of the beauty industry, but there’s always room for improvement.
As a makeup brand founder, what are the most important prerequisites for one to own a makeup brand?
Deep passion for makeup and a solid understanding of the industry is essential. Being knowledgeable about the latest trends, techniques, and ingredients will help you create products that resonate with your target audience. You will also need to develop a distinctive brand identity, this is very important. Define your brand’s values, aesthetic, and target market, differentiate yourself by offering something unique, whether it’s in product formulation, packaging, or brand messaging and try as much as possible to stand out.
Research! Research! Research! Develop a sound business plan, including budgeting, marketing strategies, and distribution channels, very important. Remember, owning a makeup brand requires continuous learning, adaptability, and staying ahead of industry trends to remain competitive makeup.
Are you personally involved in the formulation of your products?
I am actively involved in the development of our products and work closely with our team of expert cosmetologists and manufacturers. I trust and collaborate with our highly skilled cosmetologists and manufacturers who have undergone extensive training and hold relevant certifications in the field. Together, we ensure that our products meet the highest quality standards and deliver exceptional results.
Where do you get them formulated?
They are formulated in Canada and Europe to ensure the highest quality standards. We prioritize quality and performance, and we have found reliable partners in these regions who meet our strict requirements.
Why not formulate them in Nigeria?
While I appreciate the potential benefits of formulating products in Nigeria, I haven’t explored that option extensively at this time. I believe in utilizing the expertise and resources available in different countries to deliver exceptional products to our customers. Regarding cost, it’s challenging to provide a definitive answer without conducting a thorough analysis. Factors such as raw material availability, production scale, infrastructure, and regulatory requirements can significantly impact the cost of formulation. It’s important to consider these factors when evaluating the cost-effectiveness of local production.
What is one popular ingredient that is used in formulating makeup and its exact use?
One popular ingredient used in formulating makeup that may surprise many is charcoal. Charcoal is known for its detoxifying properties and is often used in cosmetics to help purify the skin, absorb excess oil, and minimize pores.
Nigerians are beginning to see more men venture into the beauty industry as it is obtainable overseas. While a few see it as a welcome development, the majority believe it is an industry strictly for women. What is your opinion on this trend?
Well, gender should not determine one’s ability or suitability to work in any industry. The beauty industry, like any other, should be open to all individuals based on their skills, passion, and qualifications.
Nowadays we see more men wearing makeup, from the subtle to the outrageous. Is this something that should be embraced or do you think men should remain masculine?
I would say that men wearing makeup is a personal choice and a form of self-expression. It is important to embrace diversity and respect individuality in the beauty industry, allowing everyone to express themselves authentically.
What has been your greatest challenge running your business?
That would be narrowing down and identifying a niche for myself in the beauty industry. With a wide array of competitors and diverse customer preferences, it was crucial to find a unique selling proposition that would set my brand apart. Another significant challenge I faced was keeping up with regulations. The beauty industry is heavily regulated, with various guidelines and restrictions imposed by health and safety authorities. Ensuring compliance with these regulations required diligent attention to detail and a commitment to maintaining high-quality standards. Furthermore, the brand initially started as an online venture, setting up an e-commerce store presented its own set of challenges. From building a user-friendly website to integrating secure payment gateways and managing logistics, the process required a deep understanding of e-commerce operations and technologies. Overcoming these challenges involved collaborating with web developers, digital marketers to create a seamless online shopping experience for customers, ultimately establishing a strong online presence for Dabota Cosmetics.
What would you say has been your greatest achievement running it?
Successfully breaking into the market and gaining widespread acceptance.
You once owned an event management company called Diamond Inc. What happened to the company, why did you abandon that venture?
While it is true that I had a venture called Diamond Inc., which was an event management company, the decision to transition away from that venture was due to a strategic shift in my business focus. As an entrepreneur, it is essential to constantly evaluate market trends and seize new opportunities. In this case, I recognized an emerging demand in the beauty industry that aligned more closely with my passion and expertise. Consequently, I made the decision to redirect my efforts toward establishing and growing my current beauty business, which has been flourishing ever since. It’s important for entrepreneurs to adapt and evolve to meet the changing needs of the market, and that’s precisely what I did.
Is it something you want to revive in the near future?
Well, I am always open to exploring new avenues and keeping an eye on the evolving market trends. Who knows what exciting ventures may lie ahead? It’s all part of the entrepreneurial spirit, embracing new challenges, and making the most of opportunities that come my way.
You attended school in London, but chose to return to Nigeria when many others would have preferred to stay back. What was the lure back home for you then?
The lure back home for me was the vibrant beauty market in Nigeria and the opportunity to make a meaningful impact in my own country. Bringing my business to Nigeria allowed me to tap into a growing industry and contribute to its development while connecting with my roots and serving my fellow Nigerians.
With ‘Japa’ syndrome on the rise again, has it ever crossed your mind to give it all up and return to England?
No, it has not crossed my mind to give up and relocate. I am passionate about my beauty business and committed to its success. Although I have the urge to travel more often, I believe I can find a balance between my business and personal desires.
Besides running Dabota cosmetics, what else do you do?
I rock the mom game like a boss, making sure my daughter shines as bright as my highlighter.
How will you describe yourself?
I would describe myself as a visionary leader, blending creativity and business acumen to curate exceptional experiences that celebrate individual beauty.
What would you say must have significantly shaped you to be who you are today?
The experiences of overcoming self-doubt and embracing my uniqueness have significantly shaped me. Learning to trust my instincts, embracing creativity, and embracing the power of self-expression have been pivotal in becoming the person I am today. And let’s not forget the unwavering presence of God’s will in my life.
You have a small portfolio of real estate, your mall. Are you looking at expanding this area of interest, seeing that it is the in-thing?
I constantly evaluate opportunities for expansion. While the real estate market may be enticing, my primary focus currently remains on enhancing and expanding my Beauty business to provide exceptional experiences to my customers.
You were once married. Are you thinking of giving marriage another shot or are you just content with raising your daughter?
I have found great joy and fulfillment in raising my daughter. While I appreciate the beauty of marriage and the companionship it can bring, at this moment in my life, I am focusing on cherishing the bond with my daughter and pursuing my professional aspirations. However, I am always open to the possibility of love and companionship in the future, as life has a way of surprising us with beautiful opportunities.
If you were to give marriage another shot, what would you be looking out for in your ideal man?
In my ideal man, I seek a partner who shares my passion for beauty and understands the demands of running a business. I long for someone who values open communication, mutual respect, and supports my personal and professional growth. Above all, I desire a man with whom I can share a deep spiritual connection, someone I can pray with and strengthen our faith together. Together, we’ll create a loving and supportive partnership that inspires each other’s dreams.
How do you unwind?
Jetting off to exotic destinations of my dreams. Reality keeps me grounded. So, I unleash my stress in style: karaoke nights with friends, dance parties in my living room, and epic spa sessions at home. I have got to keep the beauty boss vibes strong, even when wanderlust strikes.
