Five Minutes With Dami Adewole from L.O.G. Cosmetics

Dami Adewole is the founder of L.O.G. COSMETICS which is a mineral makeup and hair care brand. She is a makeup artist and certified organic skin care formulator who kick started her brand by infusing natural oils, butters and fruit extracts to create products that nourish the skin. She took time out to tell us about L.O.G. COSMETICS.

What made you decide to set up your own beauty business?

Firstly, L.O.G COSMETICS began from a frustration on how little consumers know about the beauty and personal care products we buy and the refusal to accept that an average consumer does not care about the safety of these products that now form part of our daily lives. Secondly, in my case, I appear to have used business ownership differently, more as a trade-off between my endometriosis condition and other areas of my life. For most people, it can become difficult to separate your individual identity from the business or start-up you create and I’m no exception. However, what I have done is to connect my personal ordeal (due to pain, employers not being able to accommodate unplanned time off request) with my passion for beauty and health conscious cosmetics.

What is the concept behind L.O.G. COSMETICS?

It is a multi-channel concept, combining a wholesale distribution network with a temporary kiosk retail space strategy, e-commerce, and a consumer catalogue. Our mission is to create high quality products and strive to ensure that our cosmetic products are made with safe ingredients that heal, sooth and cleanse our customers. To educate our community that being beautiful can be achieved with safe cosmetics ingredients. To build a community of beauty lovers who want to be part of brand that is personally rewarding. Also to re-shape and influence the industry standard of beauty cosmetics products and its professional use.

What sort of research did you do to find out what sort of products your customers wanted to buy?

Our approach to customer research was a combination of structured and unstructured data. Our structured data were from focus groups and market reports (e.g. Mintel Reports, Niche Magazines etc.) about our target customer and the market we chose to exist. We then supported that with unstructured data, mainly inhouse knowledge of the market based on our experience in the beauty industry, social media, analytics from our websites and partner websites. For example, in 2015, we kicked off with our ‘Make-up Party’ concept in London and Nigeria, to get the perceptions of a mix of consumers, make-up artist and bloggers to test our proof of concept. 

How did you decide on the look and feel of the brand?

My initial thoughts were that I wanted the brand to depict certain qualities and the idea of the Swan logo perfectly suited that purpose. The Swan symbolises grace and beauty on many levels. So, we pride ourselves in maintaining the values of elegance, grace, inner beauty and, self-esteem as we believe every woman should be free to express these qualities and with lots of glamour.

In addition, the perceptions we got from a mix of consumers, makeup artist and bloggers to gauge what they are likely to consider first when purchasing a cosmetic product, one common view as the likely main attraction was packaging. We listened and this is helping us to shape and personalise every order our customers receive. We also attempt to have an inspirational undertone with our branding to boost our customer’s mood, self-image, and positivity about themselves.

What are your future plans for the brand?

Sometimes, I often think we are over ambitious but there is no harm in dreaming big after all. Our immediate plan is to plan a roadshow where we setup a temporary exhibition kiosk in shopping malls across several identified towns where customers can see, feel and test our products. The idea is that we want our customers to get to know us, like us, trust us and buy us. 

What are your favourite beauty products?

I will not leave my house without my brows properly done, so the first item will be brow pencil. I also always have time for quick foundation, nude lipstick and eyeliner. In my L.O.G. collections, my everyday picks are my Victoria C35 Foundation, Photo-Ready Mineral Veil Setting Powder, Bare Lipstick and Aisha Eyeshadow.

What advice do you have for anyone who wants to set up their own beauty business?

Where do I start from? Well firstly, one must recognise that the beauty market is a very competitive industry and this must reflect in your business plan and business model. Secondly, find out what makes you unique and build on it and don’t be afraid to express yourself with your client base because they will appreciate you for it. Thirdly, don’t be afraid to dream big but have a plan. Finally, make sure you try to enjoy the journey to success.

You can follow Dami on Twitter.