Abiola Ahmed Kass stands as a visionary leader in the African skincare and beauty industry, serving as the CEO and driving force behind Hush’D Makeover. This revolutionary skincare brand is dedicated to empowering both women and men to achieve their healthiest, most radiant skin through clean, science-backed formulas. With nearly a decade of experience in holistic wellness, Abiola has cultivated a deep understanding of various skin types and complexions. Her expertise is reflected in Hush’D’s unique range of premium products, meticulously crafted using sustainable practices and ethically sourced ingredients, delivering visible results while nurturing the skin’s natural balance.
Beyond her role at Hush’D Makeover, Abiola is an active entrepreneur in Lagos, where she also operates a spa and logistics business. A passionate advocate for health and well-being, she champions cancer awareness and treatment, facilitating a free biannual cancer screening and treatment exercise in her community. Her commitment to excellence and wholesomeness resonates within her organization and across the African beauty industry, where she mentors young entrepreneurs, helping to shape the next generation of leaders.
A Personal Journey Rooted in Beauty and Entrepreneurship
Abiola’s journey into the beauty industry began early, growing up among six sisters in an entrepreneurial household. Observing the impact of confidence and beauty on perception, she developed a passion for beauty. After completing her undergraduate studies and a stint in the corporate world, Abiola’s love for beauty led her to open a make-up studio. It was here that her foray into skincare began, as clients frequently inquired about her self-made skincare routines. This kickstarted her journey into the skincare and beauty industry, which evolved from a fascination with beauty into a lifelong commitment to skincare, beauty, and wellness.
To further her expertise, Abiola earned an MBA in Business Administration and Management from the Metropolitan School of Management, UK, in 2018. This combination of education, experience, and a deep-rooted passion for beauty has shaped her entrepreneurial journey, leading to the establishment of Hush’D Makeover.
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As Hush’D Makeover celebrates its anniversary, Abiola reflects on the brand’s journey with a sense of appreciation. Despite the economic challenges that often characterize business endeavors in Nigeria, Hush’D has remained committed to customer satisfaction. From its humble beginnings in Abiola’s room, servicing a handful of customers with their trademark Fasta Fosto, the brand has grown significantly. Today, Hush’D boasts over 40 science-backed formulations and 22 distributors worldwide, solidifying its position as a household name in Nigeria. Abiola expresses her gratitude for the support of both customers and employees, which has been instrumental in reaching this milestone.
Milestones and Achievements in Hush’D Makeover’s Journey
Hush’D Makeover’s journey has been marked by several significant milestones and achievements. A notable change has been the brand’s commitment to transparency, with new packaging that displays each product’s ingredients. This move reflects the brand’s dedication to openness and consumer trust. Hush’D has also outsourced a significant portion of its production to overseas partners, leveraging their expertise in sophisticated packaging while maintaining control over their patented formulations. Additionally, five years ago, Hush’D expanded its offerings with luxury spas in Lagos, providing havens of relaxation that complement the core business.
Evolving Vision and Approach to Skincare
Over the years, Hush’D Makeover has shifted from an organic-focused skincare approach to science-backed solutions. This evolution has been driven by rigorous research, ensuring that products are not only effective but also safe for all skin types. The brand has adopted a ‘fast beauty’ strategy, inspired by fashion brands like Zara, to keep up with ever-shifting consumer preferences. This approach involves frequent launches of new skincare collections, optimized turnaround times from product design to retail, and increased production cycles. Popular collections such as the Elevate Collection and the Unfiltered Collection are a testament to this dynamic approach.
