By Ogundana Boluwatife
The cosmetics industry is a competitive market, with brands constantly developing products to meet changing consumer preferences. In Nigeria, entrepreneur Olabisi Korede Dada saw an opportunity to build a business around something readily available across Africa: natural agricultural resources.
Dada is the founder and Managing Director of Toke Cosmetics, a Nigerian personal-care manufacturing company that produces skincare, haircare and baby-care products using ingredients such as shea butter, black soap and seed oils.
What began as an idea during her undergraduate years has developed into a business supplying consumers in Nigeria and international markets.
From Industrial Chemistry to Entrepreneurship
Dada studied Industrial Chemistry at Osun State University, where her academic background provided an introduction to the science behind product formulation and manufacturing.
Before establishing Toke Cosmetics, she gained professional experience working with organisations including Nivea and GlaxoSmithKline (GSK).
Her experience with these companies exposed her to product development, consumer behaviour, branding and distribution. However, her interest in entrepreneurship eventually led her towards building a business of her own.
In an interview with Independent Newspaper in December 2020, Dada explained that her interest in shea butter grew while she was still at university. She observed the popularity of skin-toning products and became interested in the benefits and multiple uses of shea butter as an alternative ingredient for skincare.
She established Toke Cosmetics in 2013 while still an undergraduate at Osun State University.
Turning Agricultural Resources into Cosmetics
Toke Cosmetics was established around the idea of adding value to agricultural materials that are widely available in Nigeria and other African countries.
The company processes ingredients including shea butter, black soap and sesame seed oil into products for personal care.
For Dada, the opportunity was not simply in selling these raw materials but in processing and refining them into products that could serve different consumer needs.
In a 2024 BusinessDay interview, she explained that she wanted to develop natural and effective products while creating employment opportunities for young people and women involved in the agricultural value chain.
Her background in Industrial Chemistry also influenced her approach to product development, particularly in addressing skin concerns such as acne, eczema, rashes and hyperpigmentation.
Building a Business Beyond Skincare
Over time, Toke Cosmetics expanded beyond its initial product offerings to include haircare and baby-care products.
The company’s range includes body creams, soaps, oils, facial products and other personal-care formulations.
Its business model involves sourcing agricultural ingredients, processing them into finished products and distributing them through retail and wholesale channels.
The company has also worked with rural women involved in producing raw materials, creating a connection between its manufacturing operations and agricultural communities.
A report published by Youth Business International in 2024, documenting its work with FATE Foundation, described Toke Cosmetics as having 20 permanent employees, approximately 50 distributors and 100 wholesalers at the time covered by the report.
The report also highlighted the role of business training and access to financing in supporting the company’s development.
Expanding Beyond Nigeria
Toke Cosmetics has also pursued opportunities outside the Nigerian market.
In a 2024 publication by the Lagos State Employment Trust Fund, the company was reported to have grown to more than 60 staff members and expanded its reach across Nigeria, West Africa, the United Kingdom and Canada.
Dada attributed some of this growth to access to funding, business training and opportunities to showcase the company’s products at trade fairs.
International exposure has provided opportunities to introduce its products to new customers and explore wider distribution.
The company’s expansion also reflects the growing interest in African-origin ingredients and locally manufactured personal-care products.
The Business of Building with Natural Ingredients
One of the defining features of Toke Cosmetics is its connection to agriculture.
Beyond manufacturing finished products, Dada has discussed the company’s investment in shea cultivation and its interest in strengthening the supply of locally sourced ingredients.
In her 2024 BusinessDay interview, she discussed the development of a shea plantation in Tede, Oyo State, as part of the company’s longer-term sourcing and sustainability plans.
This approach links cosmetics manufacturing with agricultural production, while creating opportunities for local suppliers and rural communities.
The company has also had to navigate challenges associated with funding, staffing, sourcing and distribution, which are common concerns for growing manufacturing businesses in Nigeria.
What Comes Next for Toke Cosmetics?
Dada has previously spoken about expanding the company’s product range, improving its manufacturing operations and increasing its international presence.
The brand’s development illustrates how locally available agricultural resources can be processed into consumer products with potential markets beyond Nigeria.
From an idea developed during university to a growing personal-care manufacturing business, her entrepreneurial journey highlights the opportunities available at the intersection of agriculture, science and consumer goods.
For Toke Cosmetics, the ambition is to continue developing products that combine African ingredients with modern manufacturing approaches while reaching more consumers at home and abroad.
