In a statement sent to The PUNCH, the firm added that it was dedicated to opening up the world of beauty and wellness to different sections of society.
It read in part, “In such a fast-paced world, we have witnessed a change in every industry, particularly in the beauty sector. With the rise of the ‘new normal’, the cosmetics industry is now open towards a wider audience. An industry that once served a mainly European audience now has eyes on everyone who has an interest in it—regardless of ethnicity, gender or belief. In the last decade, we have seen an increased demand for gender-neutral make-up, and inclusion in the industry.
“This change has created spaces for people such as Ajide Daniels. Starting in 2017, the beauty curator made a name for himself as a make-up artist—gradually becoming a standout name in the beauty and fashion industry. Not only does he use make-up to present his view of beauty to the world, he also draws attention as he promotes the culture of male grooming within the African beauty industry. His trailblazing path aligns with the innovativeness and boldness of the Sleek brand, making him the ideal candidate for the brand’s first creative ambassador.”
The statement added that Daniels’ originality and passion for beauty had paved a way for him in the industry.
As the brand’s ambassador, it was stated that he will spend the next few months working with the cosmetics firm to create content across its different marketing channels, attending events on behalf of the organisation, and showcasing his prowess in campaigns and masterclasses.
On his part, Daniels was noted to have said that he attributes his success to his consistency, hard work, attention to detail, and prioritising creativity when creating make-up looks. According to him, his goal is not to create beauty with the use of make-up but to use it to ‘amplify the beauty we already all possess’.
The company’s founder, Ebele Ugochukwu, also asserted that make-up should ‘enhance and not transform’ people’s (facial) features. He added that the firm’s new collection of products celebrate individuality.
The statement continued, “This standout collection and collaboration will attract the attention of different generations of makeup users alike. Ajide’s presence in the Sleek Pro family speaks to the essence of the brand’s values, which celebrate individuality and quality.”
When asked about his favourite product in the collection, Daniel stated that the cream-to-powder finish foundation was sure to win over the masses.
It should be noted that the fashionista has worked with renowned figures such as Naomi Campbell, Denola Grey, Mayorkun and Ayra Starr. He has also been featured on several media platforms, including Vogue Magazine, Vogue Brazil, and Essence Magazine.
