Renowned for her success in the beauty pageant world, Loveth Ajufoh-Izeogu has transitioned seamlessly into the skincare industry with her brand, Bodye Beautiful. Through this venture, she aims to empower individuals by addressing skincare needs and fostering genuine confidence, writes Vanessa Obioha
From a young age, Loveth Ajufoh-Izeogu nurtured dreams of greatness, envisioning her name boldly displayed on skyscrapers. Initially, the realisation of these aspirations appeared distant, shrouded in uncertainty. However, deep within, she felt the guiding hand of Providence shaping her path. Unbeknownst to her, her mother recognised her innate potential and laid the foundation for her to uncover her unique talents.
Blessed with a striking height of 5 feet 10 inches and natural beauty, it was inevitable that Ajufoh-Izeogu would gravitate towards the world of beauty pageants. Her journey began with notable victories, including clinching the titles of Miss UNILAG in 2009 and World Miss University in 2010. These achievements not only propelled her onto international platforms but also earned her prestigious roles as the fourth Student Peace Ambassador to the United Nations and Goodwill Ambassador to the International Vaccine Institute. Ajufoh-Izeogu further represented Nigeria at the World Miss University competition held in South Korea, where she distinguished herself as a top 10 finalist.
Driven by her fervent passion for beauty pageants, Ajufoh-Izeogu later established her own beauty pageant, Miss Grand Nigeria, under her venture QLA Nigeria, which initially operated as a fashion and accessories business. This ignited her entrepreneurial spirit. By 2018, she had forayed into the skincare industry with the establishment of Bodye Beautiful.
“Transitioning from beauty pageants to skincare marked a transformative journey,” she shared. “Bodye Beautiful is woven with threads of personal struggles and triumphs. My decision to delve into the world of skincare is intimately connected to a chapter of my life where I grappled with my own skin imperfections, particularly acne and uneven skin.
“Like many, I found myself navigating the emotional landscape of self-esteem challenges, concealing behind layers of foundation, and yearning for a reflection in the mirror that echoed the beauty I felt within.
This personal struggle ignited a spark within me – a determination to not only overcome my own skin concerns but to extend a guiding hand to others on a similar journey.”
Ajufoh-Izeogu aims to empower individuals through Bodye Beautiful by addressing skincare needs and fostering genuine confidence, shifting from concealing imperfections to embracing one’s uniqueness.
Initially launched as a one-person endeavour, the brand has evolved into a flourishing enterprise with a team of over 15 members spanning across Lagos and Abuja. Additionally, it has distribution channels established in Ghana and the United Kingdom.
With innovation as its cornerstone, Bodye Beautiful remains at the forefront of the industry, exemplified by its recent introduction of portable facial steamers and electric scrubbers.
“We observed the growing demand for at-home beauty solutions, and these tools provide a spa-like experience in the comfort of your home. The portable facial steam and electric scrubbers cater to busy individuals seeking efficient yet effective skincare routines.”
Ajufoh-Izeogu’s adeptness in navigating the skincare business is also attributed to her keen observations of international beauty standards garnered during her participation in pageants and travels.
According to her, “Serving as a beauty queen significantly broadened my worldview. It made me more conscious of diverse beauty standards globally and heightened my empathy for those facing societal pressures. This experience fueled my commitment to contribute positively to the beauty industry.”
In drawing parallels between the perception of beauty in the pageant world and the broader context of skincare and beauty products in society, the beauty mogul highlighted that “beauty is often defined by specific standards, while skincare and beauty products in society emphasise individuality and diverse expressions of beauty. The transition highlights the shift from conforming to predefined standards to celebrating personal authenticity and uniqueness.”
She further underscored the implications of skincare and beauty products which are beyond physical appearance.
“Skincare and beauty products contribute to holistic well-being by restoring confidence. They empower individuals to engage in activities that bring them joy, fostering mental health and self-expression beyond physical appearance.”
With her expertise in the beauty and skincare industry, Ajufoh-Izeogu debunked several misconceptions associated with beauty and skincare products.
“Common misconceptions include the belief that dark-skinned individuals don’t need sunscreen or that expensive products are unnecessary. It’s crucial for everyone, regardless of skin tone, to use sunscreen for UV protection. The quality of skincare products is not about shade but about providing effective solutions.
“Also any light-skinned person with dark knuckles is bleaching which is totally false. It can be as a result of genetics, sun exposure, hormonal changes, medical conditions, friction or even dry skin. Prevention involves getting the right skin care products at Bodye Beautiful to help address them, moisturising, sun protection, and addressing underlying causes. Seeking medical advice may be necessary for persistent issues.”
Through Bodye Beautiful, she not only addresses skincare needs but also offers holistic well-being by venturing into hair and beauty essentials.
“We recognised the need for a comprehensive beauty approach. While skincare remains our core, venturing into hair accessories, human hair extensions, and now beauty essentials was a natural evolution. We aim to offer a holistic beauty experience, from head to toe.”
