Oluremi Martins-Areola built her natural wig industry online and now has potentialities in nearly 70 countries


My Life In Tech is telling the tales of Africans making a distinction in the arena of tech.

As our interview drew to a shut I asked her what desires and targets she had. “Truly, I fair appropriate would in point of fact like to be relaxed…” This was how she started her reply.

The opposite portion of her reply that caught with me was her opinion to promote natural hair wigs to “murky girls folks in each build.”

With her industry Natural Girl Wigs, she now ships to murky girls folks in over 65 countries. 

We discuss rising up in Lagos and falling in esteem along with her hair. Her myth takes us from building a community on social media to later rising a a hit tech-enabled industry with that same community.

Her name is Oluremi Martins-Areola and here is her life in tech.

It’s all about hair. Black hair.

“I’ve continuously had a extremely attention-grabbing peek of my hair.”

Many Nigerian millennials keep in mind where they were when Agbani Darego won the Miss World Festival in 2001. I keep in mind a complete lot of rejoicing on my avenue when the announcer said “Miss Nigeria.”

For Oluremi, the festival was one factor to receive an interest by but Darego’s iconic hairdo steadily is the factor with the lasting impact.

“My father would indulge me all the plan by the weekends and snatch me to creep attain the Agbani Darego style,” she said. 

By Monday she had to come to regardless of haircut her secondary college had assigned. Nonetheless for those weekends, Oluremi’s hair could per chance moreover attain regardless of she valuable it to.

She went on to see history and diplomatic learn on the University of Lagos but for her, settling on what to see was no longer something she had bothered about too great. 

“It was in actual fact never about what I used to be going to see. I continuously knew that college would be a stepping stone to regardless of I valuable to lift out. I felt I used to be going to creep into some kind of media or doing a industry that had an affect so I felt like it was k to attain anything else in college.”

While on the university, she grew to become active on social media and commenced finding out about digital advertising and marketing by online courses. This could relief her land a job as a social media manager for a consulting company appropriate out of faculty.

She modified jobs a number of times earlier than in a roundabout plan working at Image Boosters, a digital company where she would initiating to carry out the premise for her industry.

“It was a non-public awakening for me because I had this beautiful natural hair and anytime I valuable to opt wigs or protective kinds it was continuously these European or Indian weaves.”

Oluremi’s industry started with an Instagram web page where she built a community of murky girls folks who valuable to esteem their hair but in addition opt up opt up admission to to wigs made fair appropriate for them.

“I belief, why shouldn’t I receive wigs that peep like my natural hair…”

She presently started selling wigs sometime in 2018 and in a roundabout plan left her job after six months of running the Instagram account. 

Searching encourage on her dedication to creep away paid employment and face her industry fleshy time, Oluremi tells me it was grand. She had fair appropriate gotten a promotion that came with extra money and deciding to creep away at that point felt provoking.

Nonetheless by the tip of her first yr, she had made revenue of up to six figures in bucks – and she or he hadn’t even recount up her web jam but. Her dream of reaching murky girls folks around the arena was slowly initiating to grab form.

Building Natural Girl Wigs

Sooner than the pandemic, Oluremi already ran a a ways-off crew. Save for the particular making of the wigs, there was no need for her crew to be bodily most fashionable for anything else. She counts this as one amongst the reasons the pandemic didn’t disrupt her industry too great.

Natural Girl Wigs is currently in its third yr. After making spectacular gross sales in the fundamental yr, it grew to become important for the corporate to receive its non-public alternatives on hand on an online jam and never only appropriate a social media account.

The industry now caters to murky hair in completely different techniques. Of its aspects, The Hair Quiz stands out. With the quiz, potentialities are succesful of answer to questions on their hair and are supplied with suggestions on hair care and merchandise.

The web jam also supplies hair tutorials and allege tailored to murky hair.

One of many toughest parts of running an e-commerce industry any place in the arena this day has to be logistics. To ease the strain of shipping to at least one amongst her biggest markets – the U.S. – Oluremi had to initiating manufacturing the wigs in the U.S. as successfully.

“Logistics is a extreme field we’ve confronted. We currently work with a Third celebration entity that handles transport for us.”

With Natural Girl Wigs now handing over to countries in some unspecified time in the future of the arena, Oluremi aspects out how a community was key to rising.

“The theme for the initial Instagram web page was fair appropriate me posting things around magnificence and lifestyle to a sizable community of those that could per chance well be attracted to the product I used to be going to originate.”

The community has persisted to grow and Natural Girl Wigs currently has shut to 60,000 electronic mail subscribers.

Searching to the long urge

For Oluremi, the long urge for Natural Girl Wigs involves scaling manufacturing. Plenty of the supplies being ragged are currently being imported from China and other countries.

“When I used to be doing my learn, I realised that loads of the producers of hair are Chinese or Asian and a future I would in point of fact like to explore is one where I receive a manufacturing facility where we construct hair from scratch in Africa.”

Away from work, there are some things Oluremi enjoys: hanging out along with her husband, going to arresting areas, attending events in Lagos. She hopes to proceed to attain this stuff that construct her relaxed.

She would also like to support folks realise the paths to their very non-public targets and desires.

Whether by her Instagram videos on rising your industry or any other medium she could per chance moreover merely utilize presently, Oluremi is excited about letting folks know that it’s never too leisurely to creep for the things they need because as she places it, “every time you choose up up is your morning.”