Oke Maduewesi On 15 Years Of Zaron And Building A Legacy

Some businesses are built to sell products, but some grow into brands that become part of people’s lives. For 15 years, Zaron has established its place in the beauty industry by creating products with African women in mind and proving that a Nigerian brand can compete with established names worldwide. As the brand marks 15 years this September, its journey is one of ambition, resilience, learning and a strong belief in what African businesses can achieve.

At the heart of that journey is Oke Maduewesi, Founder and Chief Executive Officer of the Zaron Group of Companies, comprising Zaron International Limited, Zaron Cosmetics Limited and Skin By Zaron. Through these businesses, she has built a beauty company that manufactures, distributes, and markets products under the Zaron brand. Before becoming an entrepreneur, Maduewesi had a successful career in banking, where she rose to the position of Manager and Head of one of Zenith Bank’s most profitable branches. She later left the corporate world, earned an MBA from the University of Leeds, and turned her long-held desire to build a business into reality. Today, as Zaron prepares to celebrate its 15th anniversary, she continues to lead the brand while navigating a rapidly changing beauty industry.

In this interview with DOWNTOWN’s Executive Editor, Onah Nwachukwu, Oke Maduewesi discusses the thinking behind Zaron’s decision to create products specifically for women of colour, the challenge of getting Africans to trust African-made beauty products, and how the brand remains relevant in a fast-changing industry. She also talks about what 15 years in business has taught her and what the next chapter could look like for Zaron.

When you launched Zaron, the Nigerian beauty market was already dominated by international brands. What gap did you see that others overlooked, and how did that shape your strategy from day one?

From the very beginning, our goal was to build a brand that was both globally relevant and authentically African. We did not want to introduce another international beauty brand to the African market. We wanted to create something that could stand alongside established global brands and ultimately compete with them internationally. At the time, the Nigerian beauty market was heavily dominated by Western brands, and I saw a clear opportunity. There were not enough products developed specifically for women of colour, with our skin tones, needs, and experiences in mind. I often asked myself, “Who better to create products for women of colour than women of colour themselves?” That question became the foundation of our strategy. We focused on understanding African women from our own perspective and creating products that genuinely addressed their needs. From day one, our mission was to take ownership of that space as Africans, build an authentic local brand and, ultimately, bring that authenticity to the global stage.

The beauty industry changes almost overnight, with trends constantly driven by social media. How does Zaron decide which trends to embrace and which ones to ignore?

Thank God for the younger generation, because sometimes I am honestly almost lost! Trends move incredibly quickly, particularly on social media, and I am not especially active in the digital space. One of the most important qualities of a leader is recognising that you do not know everything and being willing to draw on the knowledge and expertise of the people around you. You have to know when to ask for guidance. At Zaron, we have a strong business development team made up of talented, young and creative people who are closely connected to emerging trends and understand what is happening across digital platforms. We rely greatly on their insights. They help us assess whether a trend is relevant to our consumers, aligned with our brand identity and capable of creating lasting value. If it does not meet those criteria and appears to be merely a passing trend, we are comfortable letting it go. For me, it is about remaining open, listening to the younger generation and trusting the expertise of the team to help us make the right decisions.

Consumers today are more informed than ever. They care about ingredients, inclusivity, sustainability and transparency. How has this shift changed the way Zaron develops products?

We have always been intentional about how our products are developed. From the beginning, we have carefully considered our ingredients, labelling, manufacturing processes and the partners we work with. Our research and development team ensures that each formulation meets our standards for safety, quality, skin compatibility and sustainability. We also work only with reputable, appropriately certified manufacturers that share our commitment to responsible production. As consumers have become more informed, their expectations have encouraged us to communicate more clearly and remain accountable. This increased awareness has not changed our core approach; it has reinforced our commitment to developing inclusive, reliable products responsibly and transparently.

African beauty standards have evolved significantly over the last decade. Do you think African beauty brands still have work to do in defining beauty on their own terms, rather than following global trends?

I would not necessarily say that. African beauty is still evolving, but I believe we have come a long way in defining beauty on our own terms. We can see this in many ways. More African women are embracing their natural hair, traditional hairstyles and clothing, and celebrating their identity wherever they are in the world. It is important to acknowledge how much progress has already been made. African women are increasingly defining beauty for themselves and, more importantly, expressing it with confidence and pride. African beauty brands have an important role to play in supporting that confidence by creating products and telling stories that reflect our identities and experiences. Global trends may influence the industry, but they should not define us. I believe African women are already shaping their own vision of beauty, and this will only continue to grow stronger.

You’ve built Zaron into one of Africa’s most recognisable beauty brands. What has been the biggest challenge in scaling the business without compromising quality or your core values?

I think one of the biggest challenges in scaling the business has been getting Africans to fully trust that we can deliver the very best products for ourselves. We’ve come a very long way, and things are certainly much better than they used to be. But there is still a significant percentage of Africans who believe that foreign products are automatically better and, as a result, don’t always trust local beauty brands as much as they should. For us, that means constantly having to prove ourselves through the quality of our products, the standards we maintain, and the consistency of what we deliver. So I think one of the major challenges in scaling has been not just building a great African beauty brand, but changing the perception that quality has to come rom outside Africa. We want Africans to trust that we can create products for ourselves that are every bit as good as anything produced anywhere else in the world.

Looking back at your years in banking, is there anything you miss about corporate life, or has entrepreneurship completely changed your definition of success?

The answer is a definite no. I do not miss corporate life. However, I am extremely grateful for my experience in the corporate world because it shaped me and helped me become a more efficient and productive entrepreneur. I would do it all over again without any regrets. I often advise aspiring entrepreneurs to consider gaining corporate experience first. It provides valuable exposure to systems, structure, processes and people management, all of which become essential when building and running a business. So, while I do not miss corporate life, I deeply appreciate everything it taught me. It prepared me for the different stages of my journey and the entrepreneur I would eventually become.

You often speak about integrity and purpose. In today’s business environment, where companies face pressure to grow quickly, how do you ensure those values remain non-negotiable?

As a Nigerian and as someone doing business in Nigeria, I can honestly say that it can be extremely tough. And I say that with every level of sincerity. There are moments when the pressure and frustration can become overwhelming, and you may find yourself tempted to compromise. But I think the most important thing is to remain true to yourself and to your values. You may not be able to control everything around you, but within the things you can control, you should always do as much as you can to do what is right. My guiding principle is to do as much good as possible, make the right choices within the areas I can influence and keep moving forward. Growth is important, but it should never come at the expense of integrity or purpose. As long as you remain grounded in your values and continue to act according to what you believe is right, those principles will remain non-negotiable.

Congratulations on Zaron’s 15th anniversary. As you celebrate this milestone, what do you think has been the biggest lesson these 15 years have taught you?

I think the biggest lesson these 15 years have taught me is simply that life comes in different shades and different colours. You have your own canvas, and you can almost design the kind of art you want to create with your life. But the reality is that life will also bring you difficult moments. And those difficult moments are not necessarily there to break you; they often shape you into the next version of yourself. I think your ability to acknowledge and embrace all the different versions, shapes, colours, and complexities that life brings is what ultimately makes you who you are. Sometimes we miss that. We resist the difficult seasons or wish they were different, and in doing so, we miss the opportunity to become who we’re meant to become. I’ve learned that life is going to be life. It will come with its beautiful moments and its difficult ones, and that’s never really going to change. What matters is how you embrace every part of the journey and allow each experience to shape you into the person you’re becoming.

Artificial intelligence, e-commerce and digital creators are transforming the beauty business. Which of these changes excites you the most, and which do you think the industry should approach with caution?

For someone of my generation, the honest answer is probably none of them. I come from a time when business was conducted in more traditional ways, so the pace of technological change sometimes feels more fascinating than exciting. That said, I recognise that artificial intelligence, e-commerce and digital creators are now essential parts of the business environment. Technology can simplify certain processes, but it can also introduce new complexities. Businesses must therefore embrace it thoughtfully or risk being left behind. At Zaron, we continue to adapt by drawing on the expertise of people who understand these areas better than we do. As leaders, we do not need to know everything ourselves, but we must be willing to learn and rely on the right talent and resources. The area I would approach with the most caution is artificial intelligence because its use must be responsible, transparent, and guided by human judgement. We must ensure that technology supports creativity and strengthens consumer trust rather than replacing authenticity. So, while I would not say that any one of these developments excites me personally, I understand their value and recognise
that embracing them responsibly is essential to remaining relevant.

A lawyer by training, Onah packs over a decade of experience in both editorial and managerial capacities.
Nwachukwu began her career at THISDAY Style before her appointment as Editor of HELLO! NIGERIA, the sole African franchise of the international magazine, HELLO!
Thereafter, she served as Group Editor-in-Chief at TrueTales Publications, publishers of Complete Fashion, HINTS, HELLO! NIGERIA and Beauty Box.

Onah has interviewed among others, Forbes’ richest black woman in the world, Folorunso Alakija, seven-time grand slam tennis champion, Roger Federer, singer Miley Cyrus, Ex Governor of Akwa Ibom State, Godswill Akpabio while coordinating interviews with Nigerian football legend, Jayjay Okocha, and many more.

In the past, she organised a few publicity projects for the Italian Consulate, Lagos, Nigeria under one time Consul General, Stefano De Leo. Some other brands under her portfolio during her time as a Publicity Consultant include international brands in Nigeria such as Grey Goose, Martini, Escudo Rojo, Chivas, Martell Absolut Elix, and Absolut Vodka.

Onah currently works as the Editor of TheWill DOWNTOWN.