Ebele Ugochukwu is a medical doctor, and the Managing Director of Sleek Studio Limited. She tells OGHENOVO EGODO-MICHAEL about her career
What was the inspiration behind setting up your company?
Upon completing my diploma programme in Practical Dermatology, the opportunity to be the Nigerian representative of Sleek International (a beauty company) came up. The opportunity also came right after I had decided to go into cosmetic dermatology.
The brands and its products have been in the Nigerian market for some time. How have you been able to keep up and adjust to new beauty trends?
I have had a lot of help. Social media is not a language my generation speaks, but I got the younger generation to teach me. In today’s world, a business cannot survive without social media.
What has been the most challenging part of being a beauty entrepreneur?
Human resource management is one of our most significant challenges, followed by infrastructure. How much can one reasonably charge for a facial when one has to run one’s generator at the current ridiculous price of diesel?
Is make-up for everyone, or are there some people that shouldn’t wear make-up?
Make-up is body care, and it is for everyone. For example, is there anyone who should not use a body moisturiser? No! One needs to find a product that works for one’s skin type, and the climate of one’s environment. The same goes for make-up. There is no one formulation for everyone.
What is your opinion about the increasing participation of men in the beauty industry?
It is not surprising. In the creative arts, men have been using make-up for centuries. What we are currently experiencing is a rise in creative energy on the planet. And, it is an energy that is translating into everyday habits that were not so commonplace in the past.
How do you handle criticism?
Hopefully, with grace. It is not always easy though, but one needs not to take oneself too seriously, so that one’s ego would not be in control. I feel that the biggest problem of humanity has to do with ego.
Some people are of the opinion that regular use of make-up is harmful to the skin. What’s your take on that?
That is certainly not true. Using make-up is not more harmful than the regular use of body lotion, powder, hair cream or other beauty products. The way one strives to be intentional about putting the right things in and onto one’s body is the same way one should be intentional about one make-up choices. Problems only arise if one has poor hygiene. Make-up should be carefully and thoroughly removed every night before going to bed.
Why did you choose to study Medicine?
For as long as I can remember, I had always wanted to be a doctor. For this reason, I dedicated myself in secondary school to only the subjects I needed to study Medicine. However, halfway through medical school, I asked myself, ‘Why am I doing this’? I love the logical and sequential nature of the medical sciences, but I did not enjoy working as a doctor. It made me realise the importance of trying different things when one is young, so one would know what one’s passion is, and not just stick to a specific path for whatever initial reason.
What was the highlight of your time as a diploma student in Practical Dermatology at the University of Wales, Cardiff?
It was an interesting period, but the highlight was passing the final exam.
What brand building and promotion strategies work for you?
The most important is building strategic alliances; a sort of trade by barter. I offer value, and the other party also brings something I don’t have to the table. Together, we can go further and grow faster.
From your experience, what is the most common mistake when applying make-up?
That will probably be thinking the more one piles it (make-up) on one’s face, the better it looks. Nothing could be farther from the truth.
What is your most memorable childhood experience?
There are too many of them, but one that stands out was from when I was about nine years old. I got a new pair of shoes that I loved dearly. I particularly remember how much the smell of new leather stuck out to me as I slept with the shoes by my side. Sometimes, I wonder if that sparked my lifelong obsession with leather goods.
If you were to be in a dessert with only three items, what items would you take?
I would take a wide-brim sun hat, the biggest bottle of water I can carry, and, if allowed, my cell phone.
What advice do you have to others out there that would love to go into the beauty business?
Sell what you know. As women, we have a significant advantage because we can sample our products and services. Also, you should use what you sell, and know it entirely. If you then like the product, you can sell it.
How do you unwind?
I love watching television. I can lose myself for hours in a good show with an engaging storyline. I hate reality TV, though. I watch TV to be told stories; not to see how other ordinary people are living their everyday lives.
