By Josephine Agbonkhese

Nigeria’s first makeup and beauty tradeshow, The Makeup Fair Series, TMUFS, recently celebrated 12 years of transforming the beauty industry.

The organisation, which began out of a desire to address the absence of makeup and beauty tradeshows in Nigeria, has, over the years, blossomed into a dedicated platform where beauty entrepreneurs, makeup and beauty brands, enthusiasts and professionals converge, collaborate and thrive.

Speaking in Lagos in commemoration of the milestone anniversary, Omolola Faleye, Founder, TMUFS, said: “TMUFS has left an indelible mark, positively impacting numerous lives and businesses. In the last 12 years, we have successfully hosted 117 editions of beauty trade shows across 13 major cities.

“We have provided a platform for both emerging and established brands to drive sales, enhance visibility, and establish brand recognition, while also facilitating connections between beauty enthusiasts and their preferred products, fostering collaborations and much more.”

Expressing gratitude for the unwavering support of exhibitors, attendees, sponsors, well-wishers and team members, Faleye said their passion, commitment and steadfast support have been instrumental in driving the success of TMUFS.

Reiterating her dedication to her mission of empowering beauty entrepreneurs, fostering collaboration, and driving innovation in the years to come, Faleye highlighted some of the tradeshow’s contributions to the beauty industry.

These, she said, include extensive reach, empowerment of beauty entrepreneurs, establishment of a vibrant community and network where beauty entrepreneurs, major companies, enthusiasts and influencers converge to forge valuable partnerships, share ideas and explore limitless possibilities.

She noted that TMUFS has also empowered beauty entrepreneurs through CSR initiatives.

“TMUFS has also significantly contributed to the beauty industry through its CSR projects which includes Beauty Pitch Africa, BPA; and the Makeup Runway Africa, MURA.

“BPA offers makeup and beauty entrepreneurs the chance to pitch their business ideas for funding and mentorship, helping startups and existing businesses grow. MURA, on the other hand, promotes talented African makeup artists by allowing them to showcase their creativity on the runway and compete for prizes,” she said.

Faleye recalled that in 2020, amid the COVID-19 pandemic, TMUFS also successfully transitioned to a virtual platform, hosting Africa’s first virtual makeup fairs with over 90 beauty brands, 700,000 impressions and impactful workshops.

This, she said, helped showcase African beauty and provided a pivotal platform for both established and emerging brands to showcase their products to a worldwide audience.

Futher reflecting on the journey so far, she emphasised that TMUFS ‘s efforts in promoting innovation and excellence have played a crucial role in the success and growth of many beauty brands.

“Our numerous curated events, workshops and trainings have encouraged continuous learning and professional development among beauty professionals, ensuring they remain at the forefront of the latest trends, techniques and technologies,” Faleye asserted.