Tara Fela-Durotoye
Encyclopedia
Tara Fela-Durotoye is a Nigerian makeup artist
and lawyer
. A pioneer in the bridal makeup profession in Nigeria
, She launched the first bridal directory in 1999, set up international standard makeup studio, and established the first makeup school in Nigeria
.
She is the founder and current CEO of House of Tara International the creator of the Tara Orekelewa Beauty range, Inspired Perfume and the H.I.P Beauty range.
In 2007, She was awarded the Africa SMME Award and the Entrepreneur
award in South Africa
.
, the daughter of Mr John Ejegi Sagay, a commissioner at the Federal Civil Service
, Nigeria
and Mrs Felicia Omaghomi. The Couple separated when She was eight months old; born into a polygamous home, she was brought up by her father's wife Mrs Modupe Agnes Sagay. She started her education at Command Children School, Victoria Island
and proceeded to Nigeria Navy Secondary School, Ojo, where she was a boarder. In form 5, she was made the Sanitary and Welfare Prefect. She graduated from the Lagos State University
, with a degree in Law
and proceeded to fully establish the beauty Company, House of Tara International.
She is married to Fela Durotoye, a Prolific Business Strategist and Corporate Activator; Chief Executive Officer
of Visible Impact and blessed with three sons, Mobolurin, Demilade & Morolaoluwa.
n origin.
Tara is the Managing Director and Creative Director of HOUSE OF TARA INTERNATIONAL, a leading player in the make-up sector of Nigeria's beauty industry. The organisation has grown into a franchise enterprise
with three main lines of business namely The Make-up Studio
, The Makeup School and the TARA product line comprising beauty products and professional make-up kits.
Tara is widely considered as a veteran in the beauty industry, who has pioneered the bridal make up profession in Nigeria, starting her make-up business whilst an undergraduate in the Faculty of Law, Lagos State University
.
Tara is a trained and certified make-up artist of Charles Fox, Convent Garden, London. In a series of first, she launched her bridal make-up business in 1998. Thereafter, she launched the first Bridal directory in Nigeria in 1999. In 2000, Tara facilitated the first-ever series of Bridal seminars, drawing for the first time-ever in Nigeria celebrated professionals in the bridal industry to speak to brides.
She has franchise spread across Nigeria (branches in Lagos
, Ibadan
, Port-Harcourt and Abuja
) and with emerging footprint on the West African coastal countries of Cotonou
, Ghana
and Senegal
.
She established the country's first make up school in 2004, and also launched the TARA product line comprising a range of professional tool kits (such as make-up boxes, brushes and purses) for make-up artists and a wide range of
make-up products including eye shadows, eye liner
, lip gloss
, foundation and powder
s on a brand platform promoting ethics and ethnicity, by empowering young women for economic independence without moral compromise, just as it flies the proudly Nigerian flag.
In 2008, at a record-setting celebration of her tenth anniversary in Lagos, she surprised the nation with the launch of her first perfume fragrance aptly called "Be Inspired".
She is a highly sought after speaker at entrepreneurial platforms including conferences, TV programmes, newspaper and magazine publications and electronic media platforms. She is a favourite speaker at women business conferences
, youth empowerment seminars and faith-based
gatherings where she speaks on topics ranging from finding your purpose, identifying your talent, building and managing businesses, maintaining a successful career and marriage
.
She is also a mentor
for make-up artists and small business
owners. Through her make-up school, Tara has developed and trained about 300 make-up artists who are now active players in Nigerian beauty industry. She has also succeeded in empowering over 600young ladies (most of who are in the tertiary institutions) with the Tara Orekelewa beauty representatives' initiative that makes them financially independent, improving their self esteem while building their marketing
and entrepreneurial skills.
and international
awards include:
Under her leadership, House of Tara International has won several awards including
She is presently working on her book How to Turn Your Hobby into a Thriving Business.
Makeup artist
thumb|[[Michelle Camaclang]], an international-certified professional makeup artistthumb|Special effects makeup techniquesA Make-up artist is an artist whose medium is the human body, applying makeup and prosthetics for theatrical, television, film, fashion, magazines and other similar productions...
and lawyer
Lawyer
A lawyer, according to Black's Law Dictionary, is "a person learned in the law; as an attorney, counsel or solicitor; a person who is practicing law." Law is the system of rules of conduct established by the sovereign government of a society to correct wrongs, maintain the stability of political...
. A pioneer in the bridal makeup profession in Nigeria
Nigeria
Nigeria , officially the Federal Republic of Nigeria, is a federal constitutional republic comprising 36 states and its Federal Capital Territory, Abuja. The country is located in West Africa and shares land borders with the Republic of Benin in the west, Chad and Cameroon in the east, and Niger in...
, She launched the first bridal directory in 1999, set up international standard makeup studio, and established the first makeup school in Nigeria
Nigeria
Nigeria , officially the Federal Republic of Nigeria, is a federal constitutional republic comprising 36 states and its Federal Capital Territory, Abuja. The country is located in West Africa and shares land borders with the Republic of Benin in the west, Chad and Cameroon in the east, and Niger in...
.
She is the founder and current CEO of House of Tara International the creator of the Tara Orekelewa Beauty range, Inspired Perfume and the H.I.P Beauty range.
In 2007, She was awarded the Africa SMME Award and the Entrepreneur
Entrepreneur
An entrepreneur is an owner or manager of a business enterprise who makes money through risk and initiative.The term was originally a loanword from French and was first defined by the Irish-French economist Richard Cantillon. Entrepreneur in English is a term applied to a person who is willing to...
award in South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
.
Early life
Tara Fela-Durotoye was born at St. Nicholas Hospital, LagosLagos
Lagos is a port and the most populous conurbation in Nigeria. With a population of 7,937,932, it is currently the third most populous city in Africa after Cairo and Kinshasa, and currently estimated to be the second fastest growing city in Africa...
, the daughter of Mr John Ejegi Sagay, a commissioner at the Federal Civil Service
Civil Service F.C.
Civil Service F.C. is an English football club based in the city of London. The club originally played both association football and rugby football and the Civil Service, along with Blackheath F.C., is one of the two clubs that can claim to be a founder member of both the Football Association and...
, Nigeria
Nigeria
Nigeria , officially the Federal Republic of Nigeria, is a federal constitutional republic comprising 36 states and its Federal Capital Territory, Abuja. The country is located in West Africa and shares land borders with the Republic of Benin in the west, Chad and Cameroon in the east, and Niger in...
and Mrs Felicia Omaghomi. The Couple separated when She was eight months old; born into a polygamous home, she was brought up by her father's wife Mrs Modupe Agnes Sagay. She started her education at Command Children School, Victoria Island
Victoria Island (Nigeria)
Victoria Island is an affluent town that encompasses a former island of the same name that sits between Lagos Island and the Lekki Peninsula in the Lagos Lagoon. It is the main business and financial centre of Lagos, Nigeria. Victoria Island is one of the most exclusive and expensive areas to...
and proceeded to Nigeria Navy Secondary School, Ojo, where she was a boarder. In form 5, she was made the Sanitary and Welfare Prefect. She graduated from the Lagos State University
Lagos State University
The Lagos State University - also known as LASU - was established in 1983 by the enabling Law of Lagos State of Nigeria, for the advancement of learning and establishment of academic excellence. The university caters for a population of over 61,000, enrolled in full-time and part-time programmes at...
, with a degree in Law
Law
Law is a system of rules and guidelines which are enforced through social institutions to govern behavior, wherever possible. It shapes politics, economics and society in numerous ways and serves as a social mediator of relations between people. Contract law regulates everything from buying a bus...
and proceeded to fully establish the beauty Company, House of Tara International.
She is married to Fela Durotoye, a Prolific Business Strategist and Corporate Activator; Chief Executive Officer
Chief executive officer
A chief executive officer , managing director , Executive Director for non-profit organizations, or chief executive is the highest-ranking corporate officer or administrator in charge of total management of an organization...
of Visible Impact and blessed with three sons, Mobolurin, Demilade & Morolaoluwa.
Contributions & Achievements
Over the past 12 years, Mrs Tara Fela-Durotoye has been dedicated to realising her vision of building a globally respected beauty company of AfricaAfrica
Africa is the world's second largest and second most populous continent, after Asia. At about 30.2 million km² including adjacent islands, it covers 6% of the Earth's total surface area and 20.4% of the total land area...
n origin.
Tara is the Managing Director and Creative Director of HOUSE OF TARA INTERNATIONAL, a leading player in the make-up sector of Nigeria's beauty industry. The organisation has grown into a franchise enterprise
Franchising
Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....
with three main lines of business namely The Make-up Studio
Makeup artist
thumb|[[Michelle Camaclang]], an international-certified professional makeup artistthumb|Special effects makeup techniquesA Make-up artist is an artist whose medium is the human body, applying makeup and prosthetics for theatrical, television, film, fashion, magazines and other similar productions...
, The Makeup School and the TARA product line comprising beauty products and professional make-up kits.
Tara is widely considered as a veteran in the beauty industry, who has pioneered the bridal make up profession in Nigeria, starting her make-up business whilst an undergraduate in the Faculty of Law, Lagos State University
Lagos State University
The Lagos State University - also known as LASU - was established in 1983 by the enabling Law of Lagos State of Nigeria, for the advancement of learning and establishment of academic excellence. The university caters for a population of over 61,000, enrolled in full-time and part-time programmes at...
.
Tara is a trained and certified make-up artist of Charles Fox, Convent Garden, London. In a series of first, she launched her bridal make-up business in 1998. Thereafter, she launched the first Bridal directory in Nigeria in 1999. In 2000, Tara facilitated the first-ever series of Bridal seminars, drawing for the first time-ever in Nigeria celebrated professionals in the bridal industry to speak to brides.
She has franchise spread across Nigeria (branches in Lagos
Lagos
Lagos is a port and the most populous conurbation in Nigeria. With a population of 7,937,932, it is currently the third most populous city in Africa after Cairo and Kinshasa, and currently estimated to be the second fastest growing city in Africa...
, Ibadan
Ibadan
Ibadan is the capital city of Oyo State and the third largest metropolitan area in Nigeria, after Lagos and Kano, with a population of 1,338,659 according to the 2006 census. Ibadan is also the largest metropolitan geographical area...
, Port-Harcourt and Abuja
Abuja
Abuja is the capital city of Nigeria. It is located in the centre of Nigeria, within the Federal Capital Territory . Abuja is a planned city, and was built mainly in the 1980s. It officially became Nigeria's capital on 12 December 1991, replacing Lagos...
) and with emerging footprint on the West African coastal countries of Cotonou
Cotonou
-Demographics:*1979: 320,348 *1992: 536,827 *2002: 665,100 *2005: 690,584 The main languages spoken in Cotonou include the Fon language, Aja language, Yoruba language and French.-Transport:...
, Ghana
Ghana
Ghana , officially the Republic of Ghana, is a country located in West Africa. It is bordered by Côte d'Ivoire to the west, Burkina Faso to the north, Togo to the east, and the Gulf of Guinea to the south...
and Senegal
Senegal
Senegal , officially the Republic of Senegal , is a country in western Africa. It owes its name to the Sénégal River that borders it to the east and north...
.
She established the country's first make up school in 2004, and also launched the TARA product line comprising a range of professional tool kits (such as make-up boxes, brushes and purses) for make-up artists and a wide range of
make-up products including eye shadows, eye liner
Eye liner
Eye liner is a cosmetic used to define the eyes. It is applied around the contours of the eye to create a variety of aesthetic illusions. Although primarily aimed at females, it has broadened its appeal to the male market, known commonly by the portmanteau guyliner.-History:Eyeliner was first used...
, lip gloss
Lip gloss
Lip gloss is a product used primarily to give lips a glossy lustre and sometimes subtle color. It is distributed as a liquid or a soft solid...
, foundation and powder
Face powder
Face powder is a cosmetic powder applied to the face to set a foundation after application. It can also be reapplied throughout the day to minimize shininess caused by oily skin. There is translucent sheer powder, and there is pigmented powder. Certain types of pigmented facial powders are meant...
s on a brand platform promoting ethics and ethnicity, by empowering young women for economic independence without moral compromise, just as it flies the proudly Nigerian flag.
In 2008, at a record-setting celebration of her tenth anniversary in Lagos, she surprised the nation with the launch of her first perfume fragrance aptly called "Be Inspired".
She is a highly sought after speaker at entrepreneurial platforms including conferences, TV programmes, newspaper and magazine publications and electronic media platforms. She is a favourite speaker at women business conferences
Women's studies
Women's studies, also known as feminist studies, is an interdisciplinary academic field which explores politics, society and history from an intersectional, multicultural women's perspective...
, youth empowerment seminars and faith-based
Faith-based
The term faith-based is a neologism , mostly current in US English, to describe any organization or government idea or plan based on religious beliefs, specifically Christian beliefs....
gatherings where she speaks on topics ranging from finding your purpose, identifying your talent, building and managing businesses, maintaining a successful career and marriage
Marriage
Marriage is a social union or legal contract between people that creates kinship. It is an institution in which interpersonal relationships, usually intimate and sexual, are acknowledged in a variety of ways, depending on the culture or subculture in which it is found...
.
She is also a mentor
Mentor
In Greek mythology, Mentor was the son of Alcimus or Anchialus. In his old age Mentor was a friend of Odysseus who placed Mentor and Odysseus' foster-brother Eumaeus in charge of his son Telemachus, and of Odysseus' palace, when Odysseus left for the Trojan War.When Athena visited Telemachus she...
for make-up artists and small business
Small business
A small business is a business that is privately owned and operated, with a small number of employees and relatively low volume of sales. Small businesses are normally privately owned corporations, partnerships, or sole proprietorships...
owners. Through her make-up school, Tara has developed and trained about 300 make-up artists who are now active players in Nigerian beauty industry. She has also succeeded in empowering over 600young ladies (most of who are in the tertiary institutions) with the Tara Orekelewa beauty representatives' initiative that makes them financially independent, improving their self esteem while building their marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
and entrepreneurial skills.
Awards
Some of Tara's many nationalNigeria
Nigeria , officially the Federal Republic of Nigeria, is a federal constitutional republic comprising 36 states and its Federal Capital Territory, Abuja. The country is located in West Africa and shares land borders with the Republic of Benin in the west, Chad and Cameroon in the east, and Niger in...
and international
International
----International mostly means something that involves more than one country. The term international as a word means involvement of, interaction between or encompassing more than one nation, or generally beyond national boundaries...
awards include:
- Entrepreneur of the Year (The Future Awards)
- Young Person of the Year 2007 (The Future Awards)
- Best Makeup Artist (Fashion and Style magazine)
- Award for Excellence in the Beauty Sector 2006(City People magazine)
- Pioneer Award for Beauty 2006. (Fashion and Style Award)
- Young Entrepreneur of the Year (Lagos Enterprise Award)
- Wedding Planner Honorary award for mentoring other make artists, January 2008
- Award for excellence (beauty), city people
- 1st lady award for Women empowerment
Under her leadership, House of Tara International has won several awards including
- Right Vision Movement Award Creativity & Productivity Make over Outlet of the year 2006.
- The Africa SMME Award presented in South Africa and the Entrepreneur of the Year award.2007
- Creative business award of the year, success digest 2008
She is presently working on her book How to Turn Your Hobby into a Thriving Business.