Tara Fela-Durotoye @ 43: Elegance, Etiquette, Excellence

By Augustine Adah

Tara Fela-Durotoye blazed the trail in the evolvement of Nigeria’s makeup industry and has as such taken her pride of place at the beginning of the century.

Though she studied law at the University of Lagos, but over time the elegance she saw in her step-mother inspired her towards a vocation in the makeup industry. In 1998, at the age of 20, and while still a student at the University of Lagos, she established the House of Tara.

Consistency, passion and having one of the country’s business activators as a husband have helped her to her pride of place at the top of the beauty entrepreneurship ladder.

The House of Tara now has at least 26 make up studios scattered around the country with at least 8,000 representatives. She also has affiliates in some African countries including Ghana, Benin and Senegal.

Mrs. Fela-Durutoye, founder of the House of Tara, launched the first bridal directory in 1999 and thereafter set up makeup studios comparable to the best in the world in Lagos. She has proceeded to act as a mentee to many other young ladies with her establishment of the first makeup school in Nigeria.

Born on March 6 1977 at St. Nicholas Hospital, Lagos to John Ejegi Sagay and Felicia Omaghomi, her contribution to the economy is also measured by the way she has used her business acumen to provide employment to many youths that would otherwise would have been laid aside by society.

She is also creator of the Tara Orekelewa Beauty range, Inspired Perfume and the H.I.P Beauty range.

She is considered a major force in the Nigerian female entrepreneurship community having created and empowered tens of thousands of beauty entrepreneurs through the “Tara Beauty Entrepreneur” initiative.

Awards

She has received several national and international awards for her contribution to the industry among which is the Most Outstanding Business Woman of the Year 2018 by the African Economy Builders Awards, Abidjan.

She received the African Makeup Icon as well as the Leadership Award  Entrepreneurship by Harvard Business School Association of Nigeria.

Also, in 2007, she was awarded the Africa SMME Award and the Entrepreneur award in South Africa

Just last year, Fela-Durutoye got the award of excellence for Social Impact and Job Creation, a National Recognition by the Vice President of Nigeria.

She is an alumnus of the of Lagos Business School Chief Executive Programme, the Stanford SEED Transformation Programme, and the Harvard Kennedy School having completed the Global Leadership and Public Policy in the 21st century.

She is a member of the France/Nigeria Investment club which was incorporated in 2018 by the French President Emmanuel Macron

Tara is married to Fela Durutoye a business strategist and corporate activator, chief executive officer of Visible Impact. They have three children.

Fela –Durutoye who turns 43 on March 6 would be celebrated for the elegance and beauty she has radiated not in business but also in the lives that have come her way.

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