Ten years after launching her makeup store and studio in Yaba, Lagos, founder of WhitneyWhytBeauty and Christmas Affairs, Whitney Bassey Amaku, tells Esther Onyegbula how she turned a passion for beauty into two businesses, overcame doubts and a difficult season of financial irregularities, and learnt that sustainable success requires more than talent and trust.

At 15, while growing up in Ebute Metta, Yaba, on the Lagos Mainland, Whitney Bassey Amaku had her sights set on becoming a doctor. Today, she has built a career far removed from medicine, running two businesses that reflect her creativity, entrepreneurial instincts and determination to build something of her own.

Her journey from studying computer science at Bowen University to establishing WhitneyWhytBeauty, a one-stop beauty destination in Lekki, and Christmas Affairs, a Christmas décor and gifting brand, has not been a straight path. It has been a story of experimentation, calculated risks, persistence and lessons learnt through experience.

For Amaku, however, the defining lesson of a decade in business goes beyond beauty, customer service or the ability to spot an opportunity. It is the importance of building systems that allow a business to survive beyond the goodwill of the people running it.

After experiencing significant financial irregularities within her business and losing some of the professionals she had trained and invested in, she learnt that trust, though essential, cannot substitute for accountability and effective controls.

It taught me that trust matters, but it must be supported by systems.

— Whitney Bassey Amaku

That philosophy now informs how she manages her businesses, trains her team and delivers services to customers. From her beauty enterprise to her Christmas décor venture, the goal is to create experiences that customers can rely on, rather than services whose quality depends on chance.

In this interview, Amaku reflects on her transition from computer science to beauty entrepreneurship, the doubts she faced, the difficult season that tested her resilience, the inspiration behind Christmas Affairs and the lessons she hopes young women will learn from her journey.

From computer science to beauty entrepreneurship

"You studied computer science at Bowen University, but today you run businesses in beauty and lifestyle. How did this transition happen?"

At 15, growing up in Ebute Metta, Yaba, on the Lagos Mainland, I wanted to be a doctor. However, I eventually chose computer science because I wanted to prove to myself that I could do hard things.

After graduation, I worked with Afrisoft, a website development company in Ikeja. I later became interested in fashion design, but I realised I didn't have the patience to grow into being good enough at it to earn as much as I wanted to.

Makeup felt like a better fit for me. I began learning the craft, immersing myself in the industry and gaining practical experience. There were times I worked without pay, but the goal was to gain experience in my craft and meet people.

At the time, I understood that if I wanted to build a business around my passion, I needed more than technical skill. I needed to understand how to run a business, manage people and create something sustainable.

That realisation led me to study entrepreneurship management at Lagos Business School while serving and working with Zaron Cosmetics. Those experiences were invaluable.

Serving and working for Zaron Cosmetics while studying at Lagos Business School saved me years of mistakes when I started mine. I learnt the craft on the job and gained the business knowledge to understand what it takes to build and manage an enterprise.

"How did your family and friends react when you decided to pursue beauty entrepreneurship instead of a career related to your degree?"

People were surprised. Some questioned my decision and wondered why I would study computer science only to go into beauty.

People asked, “Are you sure?” and “Why would you?” They kept bringing up computer science, as if one cancelled out the other.

But I had come to understand that education is not a cage. Studying computer science did not mean I had to spend the rest of my life working in that field. I could apply the discipline, analytical thinking and problem-solving skills I acquired to another area.

I wanted to prove to myself that I could do hard things. For me, it was not about proving people wrong as much as it was about discovering what I was capable of achieving.

Sometimes, the path you eventually take may not be the one you imagined when you started. What matters is being willing to learn, recognise opportunities and have the courage to pursue them.

Building WhitneyWhytBeauty

"You launched WhitneyWhytBeauty in 2016. What informed the decision to establish your own business, and how has the brand evolved over the past decade?"

In 2016, after my training at Lagos Business School, I launched WhitneyWhytBeauty as a makeup store and studio at the E-Centre (Ozone Cinema) in Sabo, Yaba.

From the beginning, I wanted to build a business that was properly structured. My training at Lagos Business School helped me understand the importance of having clear processes, keeping accurate financial records and planning for growth.

In 2019, I expanded by opening a second branch in Lekki. That expansion marked a significant stage in the evolution of the brand.

We moved beyond being just a makeup store and studio to becoming a one-stop beauty destination where clients could access multiple beauty services under one roof.

The idea was to make beauty services more convenient. Rather than moving from one location to another for hair, nails, skincare and makeup, our clients could access several services in one place.

Today, we provide multiple high-quality services under one roof, delivered by highly skilled professionals who are focused on excellence. That saves our clients time and money, and it means the results are consistent.

Our philosophy is built around convenience, quality and an experience that encourages clients to return.

Beauty, on repeat

"Your brand's line is “Beauty, On Repeat.” What does that mean to you, and what experience do you want every customer to have?"

I run the business like a system. Plan it, do it well, do it again. Your beauty shouldn't depend on luck or on who is working that day.

“Beauty, On Repeat” captures our commitment to consistency. We want every client to know what to expect when they walk through our doors.

For me, a beauty business is not just about applying makeup, styling hair or providing other beauty services. It is about creating an experience that makes people feel valued.

We want every client to feel welcomed, cared for, beautiful and confident, knowing that their time is valued and their experience matters.

They should leave feeling they received more than a beauty service: convenience, genuine care and an experience worth coming back for.

That is why systems are important. We need processes that guide how we work, standards that our professionals understand and a culture that puts the customer first.

The quality of service should not depend on who happens to be available on a particular day. It should be something the customer can consistently rely on.

The season that changed how she does business

"Every entrepreneurial journey has difficult moments. What has been the most challenging period in your career, and how did it change your approach to managing your businesses?"

The most difficult season of my career came when I discovered significant financial irregularities that had built up quietly over time.

It happened at a point when I had placed considerable trust in my team. Around the same period, some of the professionals I had trained and invested in also moved on.

It was a difficult experience because building a business requires time, money, sacrifice and a great deal of emotional investment. When something happens that threatens what you have worked so hard to establish, it forces you to reconsider some of your assumptions.

It was the most difficult season of my career.

The experience taught me that while trust is important, a business cannot depend on trust alone. You need structures that make accountability possible and help you identify problems before they become bigger.

We strengthened our controls, separated responsibilities and kept investing in our people, because a beauty business is only as good as its team.

I learnt that good intentions are not enough. You must put the right systems in place to protect the business, the people who work in it and the customers who depend on it.

It also reinforced the importance of leadership. As a business owner, you cannot simply assume that everything is working because you have good people around you. You must establish processes that support them, define responsibilities clearly and ensure that the business can function effectively.

The experience was painful, but it changed how I think about business sustainability. I now pay greater attention to the structures behind the results people see.

Trust, people and accountability

"How do you balance trusting your employees with ensuring accountability, especially after your experience with financial irregularities?"

I believe trust and accountability should work together.

You need people you can trust because no business owner can do everything alone. You need a team that understands the vision, believes in it and is willing to work towards it.

However, you must also have systems that ensure everyone understands their responsibilities and that the business is properly monitored.

We strengthened our controls and separated responsibilities. These are important steps in ensuring that the business is not unnecessarily exposed to risks.

I also believe in continuing to invest in people. Training and developing employees are important because a business can only grow when the people within it grow as well.

The goal is not to create an environment where people feel they are constantly being suspected. It is to build a professional environment where responsibilities are clear, processes are followed and everyone understands that accountability is part of running a successful business.

That is one of the biggest lessons the past ten years have taught me: you can value people, believe in them and give them opportunities while still building a business that is properly structured.

From Christmas hobby to Christmas Affairs

"Your second business, Christmas Affairs, grew out of a personal interest in decorating Christmas trees. How did a seasonal hobby become a business?"

Every December, I decorated Christmas trees simply because I enjoyed doing it.

Over time, I began to notice that people were willing to pay for beautiful festive decorations. I also became frustrated by the poor quality of some of the materials available.

I realised that if I was experiencing that challenge, other people were probably experiencing it too. I decided to source better materials myself.

That decision eventually led to the establishment of Christmas Affairs in 2023.

The business sources and imports Christmas trees, ornaments, décor and gifts for homes and offices.

What began as something I enjoyed doing for myself became an opportunity to meet a need in the market. It also gave me another way to express my creativity and build a business around something I genuinely enjoy.

I think one of the important things about entrepreneurship is learning to pay attention to the problems you encounter in everyday life. Sometimes, the business opportunity is right in front of you, but you do not recognise it until you begin to ask how the problem could be solved.

One entrepreneurial philosophy, two businesses

"How do you connect the beauty business with Christmas Affairs, considering that they serve different markets?"

Although the businesses operate in different sectors, they share the same philosophy: quality, convenience and an experience people want to repeat.

With WhitneyWhytBeauty, we want customers to enjoy high-quality beauty services delivered consistently.

With Christmas Affairs, we want people to have access to quality Christmas trees, ornaments, décor and gifts that help them create beautiful festive experiences.

It is the same promise as the beauty business: quality you can see, and an experience people want to repeat every year.

I am interested in creating businesses that solve real problems and deliver value. It is not enough to sell a product or provide a service. You must understand what your customers need and find ways to serve them better.

The fact that both businesses reflect my interests also makes the work meaningful to me. I enjoy the creative process, but I also enjoy building the structures that allow an idea to become a sustainable enterprise.

Recognition and the meaning of success

You have received several recognitions, including being named among Vanguard's “10 Young African CEOs to Watch” in 2022. What do these recognitions mean to you?

The recognitions are encouraging because they show that the work is being noticed.

I won at the Scream All Youth Awards in 2019 and received nominations from the West African Youth Honours and the Woman of Merit Gold Awards.

In 2022, Vanguard named me among its “10 Young African CEOs to Watch”. In August 2026, I also received an honorary award at the 40 Under 40 Awards, which celebrate Nigeria's rising young leaders, at the Lagos Oriental Hotel, Victoria Island.

I appreciate these recognitions because they remind me that the work matters. They also encourage me to keep learning, improving and building.

However, I believe success should not be measured only by awards or public recognition. It should also be measured by the value you create, the people you impact and the ability of your business to continue delivering quality over time.

For me, building a business that serves its customers well, creates opportunities for people and continues to improve is just as important as receiving an award.

Consistency over talent

"Looking back on ten years in business, what is the biggest lesson you have learnt?"

Consistency beats talent. Talent opens the door, but showing up and doing it well every single day is what keeps clients coming back.

You can have talent and a brilliant idea, but you must be willing to do the work required to turn that idea into something meaningful.

There are days when things go well and days when they do not. There are times when you feel encouraged and other times when you question your decisions. What matters is the willingness to keep learning, improve your processes and remain committed to the work.

I have also learnt that building a business requires patience. You cannot expect everything to happen at once. You must understand your market, invest in your skills, learn from your mistakes and keep improving the value you offer.

Consistency is not simply about repeating the same actions. It is about maintaining standards while finding better ways to serve your customers.

A message to young women with big dreams

"What advice would you give a young girl who has a dream but is afraid of taking the first step because of what people might say?"

Start before you feel ready. Learn from people who are already doing it well and serve where you can learn. People will doubt you. Let them. Build with your brain first and keep going.

You do not have to know everything before you begin, but you must be willing to learn.

Sometimes, people will question your decisions because they do not understand your vision. That does not necessarily mean you are making the wrong decision. You have to be clear about what you want to achieve and be prepared to do the work.

I would also encourage young women to seek practical experience. Find people who are good at what they do and learn from them. Be willing to serve, ask questions and understand the business side of whatever you want to pursue.

Passion is important, but passion alone is not enough. You need knowledge, discipline, financial understanding and the ability to manage people.

Most importantly, do not allow the fear of other people's opinions to prevent you from exploring your potential. Your journey may not look like anyone else's, and that is perfectly fine.

Bringing beauty and Christmas together

"As the festive season approaches, what should customers expect from WhitneyWhytBeauty and Christmas Affairs?"

This festive season, we are bringing the two brands together in a way that reflects what they both stand for.

Christmas Affairs will help customers dress their homes and offices for the season, while WhitneyWhytBeauty will help them look and feel their best.

The idea is to make the festive season more enjoyable by providing quality products and services that meet people's needs.

For me, it is also a reminder of how far the journey has taken me. I started with a passion for beauty and a willingness to learn. Over time, that passion grew into a business, and an interest in Christmas decorating became another entrepreneurial opportunity.

The journey has taught me that you do not have to follow a straight path to build something meaningful. You have to remain open to learning, recognise opportunities and be prepared to work towards your goals.

Looking back, I am grateful for the experiences that have shaped me, including the difficult ones. They have taught me to be more deliberate about how I build, lead and grow my businesses.

I am looking forward to continuing that journey and creating experiences that people can trust and enjoy.