Adedoyin Omotara: I tapped into resources that the Government made available to immigrants

Adedoyin Omotara is a Beauty Entrepreneur, Women’s empowerment advocate, Speaker, Life Coach, Business Coach and the leader of the unmask your beauty movement.

Born in Manchester, UK to Nigerian parents, her passion to live a fuller and more expressive life made her leave her successful Corporate Engineering career to become an entrepreneur.

Seeking the spiritually creative fulfillment missing in her successful corporate career, she was determined to resolve the concern that beauty today, far from being that poetic ‘joy forever’ is, unfortunately, a source of insecurity, shame, and stress for countless women.

She promotes beauty, inside and out, to an audience of women at all stages of life. Adedoyin believes in investing in the dream of girls and in the strength of women.

In this article, she talks about how she’s fought against the odds of being an immigrant and built a beauty brand for herself in Canada.

 What would you say is the innovative idea behind Adoniaa Beauty?

 Adoniaa beauty started from having a deep hunger within me to fully engage with who I was, my hunger for living a fuller and more expressive life. I was doing great in my career but felt dis-engaged with myself and the world as a whole.

I felt I was born for more so I decided to start a company for women doing what I love and fulfilling my purpose while doing it.

It was founded on four fundamental pillars: To uplift, validate, equip and inspire women to be their best selves at every stage of their life. We do this by using makeup and skincare products and services as a platform to connect with women.

People constantly ask me how @adoniaaworld intend to compete with Sephora, Loreal, Mac and the likes, my response is that those are not my competition. - Adedoyin Omotara Click To Tweet

How have you been able to maintain your brand consistency?

We have only one vision- To connect women to their individual and unique beauty through our brand. So everything we do aligns with the vision.

It’s easy to be consistent when you have a vision. It is the same vision I sell to my staff and the Adoniaabeauty tribe.

How have you grown your client base?

I have grown a tribe of women as my client base by focusing on why I started my company, which is our vision to connect women to their individual and unique beauty.

We have different vehicles to get to our vision, and we naturally attract women that want more out of life, women that want to re-write their stories and women that do not want to fit into society’s contrived image of beauty but create and define their own.

What challenges have you faced that are unique to your business idea?

Starting a business in the beauty industry is very challenging. The beauty industry is run by billionaires that own big companies.

People constantly ask me how I intend to compete with Sephora, Loreal, Mac and the likes, my response is that those are not my competition.

Makeup and Skincare are the physical products that we sell and that’s what people see, however, for me, makeup and skincare is only a vehicle or a platform to reach the Adoniaa women that want to unmask their beauty.

Since I developed the vision for my company @adoniaaworld, I started creating and got really innovative - Adedoyin Omotara Click To Tweet

Where there challenges owning a business in a foreign country?

Starting a new business as an immigrant in Canada has definitely not been the easiest of things. It’s easier to get a job and work 9-5. But this is not just a business for me, it’s my vehicle to fulfilling my purpose and changing the world.

I have embraced all the challenges and focused on my vision.

At times, I tell myself that if I were in my home country, I wouldn’t need to work this hard to be profitable. What I have done though is to change my mindset and focus on the vision.

I have also tapped into so many resources that the Government has made available to immigrants.

Do you believe in Feminism?

My take on Feminism is simple… It is the Adoniaa dream -The Adoniaa dream is a dream that is deeply rooted in every woman’s heart.

  • I have a dream that girls and women will have the resources and opportunities they need to reach their full potential.
  • I have a dream that girls and women will live free from violence ·
  • I have a dream that girls and women all over the world will have access to good education·
  • I have a dream that there would be equality in the workforce.
  • I have a dream that child brides will no longer be a thing.
  • I have a dream that female genital mutilation will become history.
  • I have a dream that girls and women will stand in their power and be empowered to defend themselves.
  • I have a dream that gender-based violence will stop be it domestic abuse, rape, or sexual trafficking.
  •  I have a dream that women will embrace their fears and be courageous enough to shine as their most beautiful self.
  • I have a dream that girls and women will no longer need to fit into society’s image of beauty but create and define our own beauty.
  • I have a dream I believe that we can only achieve this dream by taking action!
This is not just a business for me, it's my vehicle to fulfilling my purpose and changing the world - Adedoyin Omotara Click To Tweet

Adoniaa Beauty recently launched a campaign towards the above causes. Our 24hr Lipsticks of hope are our flagship product and we have partnered with non-profit organizations that address these issues.

$1 from every Adoniaa 24hr lipstick sale will go to our Non-Profit organization partners that actively work to end these problems.

When you buy the Adoniaa lipstick, know that you are empowering a woman. When you empower a woman, you have empowered a whole generation.

What skills have you found yourself using/learning frequently since starting Adoniaa Beauty?

People Management Skill and team-work. I read a lot of business books and self-development books as well – I believe that as I am growing, the company is growing as well.

How do you intend to balance work life and the home front?

I am fully aware that Entrepreneurship is very demanding and if I don’t structure my business, my kids and family will suffer. I ensure that I take care of myself first so I don’t on empty.

Self-care for me is the most important part of balancing work and life so I can be available and present for the people God has sent me to serve.

I put a lot of structure around my business and I am still doing that so that I can have time for the things that are important to me.



What’s your 5-year plan?

My 5-year plan is for Adoniaa beauty to expand by franchising. I want Adoniaa to be in every city all over the world.

For the next 5 years, our focus is to establish our roots in Canada and then expand to USA, Nigeria & other African Countries by collaborating with other like-minded women to spread the dream.

We will consider other countries once we have achieved our initial goal.

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Facebook Live with Edleen B. Elba: Steps to landing your dream job (June 30)

Year after year, companies, and recruiters change their job eligibility requirements, expecting job seekers to acquire some certain skills – first class degree or not.

Whether you’re a fresh graduate trying to jumpstart your career, or an oldie in the job market looking for better opportunities, we have one question for you.

Are you fully prepared for your next interaction with a recruiter?

To help you get started, we’re bringing you this Facebook Live session with Human Resources expert Edleen B. Elba, on Friday, 30th June. She’ll be sharing some insights on job search and how young professionals can land their dream job.

Edleen owns and manages JobSearch, a human resources management company based in Sierra Leone, which provides recruitment, skills development, and human resources advisory services to clients of all sizes and within all sectors.

Looking for a job? Learn the do's and don'ts for job seekers from @JobSearchsl -(June 30) Click To Tweet

Register below to gain access to this opportunity.

Some of the topics we’ll cover

  • How and where to find a job
  • What employers really look for in applicants
  • Principles to remember: The do’s and don’ts for job seekers
  • Top 7 career fields in demand
  • Case study: Persistence and determination

Facebook Live Details:

Date: Friday, June 30th, 2017

Time: Freetown 2pm // Lagos 3pm // Joburg 4pm


Watch here:

“She Leads Africa Facebook Live with Edleen B. Elba (Founder of JobSearch in Sierra Leone): Steps to landing your dream job. Join the She Leads Africa community by visiting!”

Posted by She Leads Africa on Friday, June 30, 2017

About Edleen

Edleen B. Elba is the founder of JobSearch, and a Chartered Human Resources Analyst, with almost a decade of Senior management experience within the private and public sectors 

She started her career in 2003 with KPMG, working in the Advisory departments in Sierra Leone and Ghana. In 2005, she created the Human Resources & Risk Management departments at KPMG and managed both for 3 years.

Over the years, she has acquired skills which include financial management, strategic human resource management, strategic risk management, presentation, software applications, team leadership, time management, effective communication, assertiveness, negotiation, and analytics.

Edleen is also the Chairman of the MEPS Trust Well Woman Clinic fundraising committee and a member of Heaven Homes’ fundraising committee.  She is passionate about skills development and women’s empowerment.

Facebook Live with Kike-Lola: Becoming your own boss (Jun 5)

The moment you realize you dread going to work three out of five days a week or you develop a passion for something bigger than your salary, you know you’re on the highway to becoming a boss.

Following your passion and becoming an entrepreneur can be a significant lifestyle change especially when you’re scared of getting cash trapped.

Alright, you’re giving us the side-eye and asking  – “How do I pursue my passion when the bills are piling up”?

No need to worry, the real boss herself has answers for you.

Sign up for a Facebook Live session with business coach and founder of My Boss Is Me – Kike-Lola Odusanya. On Monday, 5th June she will be talking to us about ways to becoming your own boss.

Kike-Lola is on a mission to help women around the world see their deepest desires and dreams come to fruition through what she calls “the gift of entrepreneurship.”

Sign up below to get Kike-Lola’s 7 Steps To Quitting Your Job Like a Boss for FREE.

Register below to have access to this opportunity.

Some of the topics we’ll cover

  • Why you should be your own boss
  • Things to do and think about before quitting your Job
  • 7 steps to quitting your job like a boss
  • Maximizing financial security and money issues

Facebook Live Details:

Date: Monday June 5th 2017

Time: 12pm Toronto // 5pm Lagos // 6pm Joburg


Watch the video:

“Facebook Live with Kike-Lola Odusanya, Founder of My Boss Is Me sharing ideas on how to become your own boss. Join the She Leads Africa community by visiting .

Posted by She Leads Africa on Monday, June 5, 2017

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About Kike-Lola

Kike-Lola is the founder of My Boss Is Me, a virtual and personal development firm. She is a “serial entrepreneur”, author, speaker and a network marketing industry professional best known for a straight-shooting and result-driven approach to business and life.

Born and raised in Toronto, Kike-Lola believes entrepreneurial experience encompasses life skills that all women should develop as a way to reach their fullest potential. That’s why she refers to the entrepreneurial experience as the ultimate life skill.

She realizes business ownership is not for everyone, but Odusanya believes all women can benefit by exploring the mindset, talents, and knowledge of successful entrepreneurs and take control of their lives, proudly declaring, “My Boss Is Me.”


SheHive Toronto: July 13th – 16th 2017

The SheHive train came to the 6 as part of a North America Tour! Check out the fun we had below and join our community to stay up to date on our next SheHive destinations.

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Thanks to our amazing #SheHiveToronto partners

SUPAFRIK is a travelling pop-up concept founded in 2011 to showcase contemporary African culture from music and food to art and fashion. Stops so far have included Toronto, Washington DC, New Orleans, Paris and London

Holiday Inn Toronto Bloor Yorkville (280 Bloor Street West)

Our official accommodation sponsor Westmont Hospitality Group