The beauty industry is driven by innovation and newness, a term that captures the essence of constant evolution in beauty products, trends, and consumer behaviors. To thrive in such a dynamic environment, beauty brands need not only innovation but also smart strategies to engage their audience and stay ahead. At Scrutiney, we had the pleasure of speaking with Olufunke-Tonye, the founder of Blot Beauty Cosmetics, to discuss her brand’s journey, the future of beauty marketing, and what’s working in the African beauty industry today.

Embracing Change: The Power of ‘Newness’ in Beauty

As Olufunke-Tonye puts it, “The beauty industry thrives on newness.” Whether it’s launching fresh products or staying current with the latest social media platforms, brands must constantly innovate to keep their customers engaged. For Blot Beauty, this meant starting small but thinking big.

Olufunke-Tonye’s entrepreneurial journey began humbly with just four bikes delivering makeup around town, but it quickly evolved into a brand that now leverages platforms like Instagram and website marketing to reach wider demographics. This journey teaches one of the most valuable lessons in beauty entrepreneurship; adapt or get left behind.

Leveraging TikTok: Blot Beauty’s Strategy for Digital Domination

TikTok, a platform that’s rapidly becoming the go-to space for beauty brands, holds immense potential for reaching young, engaged audiences. Olufunke-Tonye emphasizes,

“The future is TikTok. Beauty brands are already seeing massive traction, with some selling about 1 million Naira worth of products in a single day.”

Blot Beauty Cosmetics is currently focused on Instagram, using organic content and a “vibe-driven” marketing approach to engage its audience. By creating relatable, shareable posts, such as collaborating with influencers or featuring other brands’ products, they’ve built a strong community around the brand. As they plan to expand, they are looking to leverage TikTok to reach even more people.

One example Olufunke shared was the brand’s recent Instagram post showcasing a lip gloss. Thanks to a single user-generated post, Blot Beauty made 100k Naira in sales within 24 hours! It’s a clear sign that Instagram isn’t just for fun; it’s a powerful sales engine when used strategically.

The Importance of Data: Intentional List-Building

For any beauty brand looking to scale, data is critical. Olufunke’s approach is clear:

“Keep data, and build email lists with intention.”

Beyond the viral nature of TikTok and Instagram, Blot Beauty maintains a structured system of tracking customer preferences and leveraging email marketing.

By focusing on specific demographics and collecting relevant data, they’re able to craft targeted marketing strategies that yield results. For example, while many beauty brands primarily focus on women, Olufunke is encouraging more men to step into the beauty industry as brand owners. She’s noticed this emerging trend and believes it will bring fresh perspectives to the space. This insight has shaped Blot Beauty’s forward-thinking marketing approach, positioning the brand to engage a broader and more diverse audience.

Infusing Tech into Beauty: AI Integration and Routine Builders

The future of beauty is not only digital but also highly personalized. Blot Beauty is one of the few African brands experimenting with AI integration, creating tools like a “routine builder” that customizes skincare recommendations based on individual needs. Being featured on major tech platforms like TechCabal and Pulse has further solidified the brand’s position at the intersection of beauty and technology.

By tapping into beauty tech, Olufunke-Tonye is setting Blot Beauty apart from competitors and offering customers a more personalized, data-driven experience. This unique combination of beauty and technology promises to be a game-changer in the African market.

Driving Success Through Organic Content

One of the standout strategies that has helped Blot Beauty navigate different economic climates is its focus on organic content. Olufunke explains, “It’s all about creating a vibe.” Whether it’s collaborating with other brands for giveaways or featuring user-generated content, Blot Beauty has mastered the art of community engagement.

Their organic approach doesn’t just save on marketing costs; it also builds trust and loyalty among consumers. By being relatable and authentic in their content, they’ve cultivated a following that resonates deeply with their brand values.

Lessons for Aspiring Beauty Entrepreneurs

The journey of Blot Beauty Cosmetics offers several key takeaways for any beauty brand looking to make its mark:

• Leverage Newness: Whether it’s a product launch or a new social platform, staying fresh and current is essential for capturing attention.
• Focus on Data: Intentional list-building and keeping track of customer preferences are crucial for crafting targeted campaigns.
• Embrace TikTok: This platform is a game-changer for beauty brands, offering massive potential for organic reach and sales.
• Infuse Tech: The integration of AI and other tech innovations can set your brand apart in an increasingly competitive market.
• Organic Content Rules: Authentic, relatable content that builds community will always drive traction more than heavy-handed marketing.

The African Beauty Landscape: What’s Next?

As we wrapped up the interview, Olufunke-Tonye shared her excitement about the future of the African beauty industry. She believes that with more men joining the space as brand owners and the rise of tech-infused beauty solutions, the industry is poised for significant growth.

For beauty entrepreneurs in Africa, the message is clear: be bold, be innovative, and always stay relatable.