In a world where beauty often fails to reflect the diverse faces that use its products, Nigerian-born beauty visionary Oby Jemedafe is leading a quiet revolution—one groundbreaking product at a time.
With over 200 trailblazing innovations across skincare, haircare, and makeup to her name, Jemedafe has not only earned more than 30 prestigious global awards—including Allure Best of Beauty, WWD Beauty Inc, and the coveted Oprah’s Favorite Things—she’s rewriting the rules of beauty from Lagos to Los Angeles.
From Purpose to Product: A Mission to Represent the Unseen
“My journey wasn’t just about entering the beauty industry—it was about creating space for people who rarely saw themselves in it,” Jemedafe shares.
Her transition from Nigerian media entrepreneur to globally recognized product developer was fueled by one mission: representation. Through every product, she has worked to make people feel seen—not just sold to.
“The beauty world tends to chase trends. I wanted to create products that reflect real people,” she says. And she has done just that, championing authenticity and inclusivity through brands like UOMA Beauty, Youthforia, and Cécred, the recently launched line by Beyoncé.
Beauty with a Purpose: A Legacy of Innovation
One of Jemedafe’s proudest achievements is her work on the UOMA Beauty “Say What?!” Foundation—the first of its kind to use the Fitzpatrick scale to customize products for different skin tone needs.
“It wasn’t just a foundation—it was a cultural statement. It addressed long-standing gaps in beauty and gave a voice to women who never felt like they belonged,” she explains. “Seeing young girls light up because they finally feel represented—that’s the real win.”
At Youthforia, Jemedafe led clean beauty innovation, merging sustainability with science. At Cécred, her contributions helped power the brand’s standout debut, earning instant acclaim across the beauty world.
Leadership Rooted in Transformation
Armed with a Certificate in Leadership and Management from Harvard Business School and currently pursuing an Executive MBA at the California Institute of Advanced Management, Jemedafe brings a sharp, people-centered approach to leadership.
“I’m a transformational leader. My focus is on people—on helping them evolve into their highest potential,” she says. “When you invest in people, you multiply impact.”
Building the Future: Where Technology Meets Beauty
For Jemedafe, innovation is not just about formulas—it’s about foresight.
“I’m obsessed with what’s next. I study technology constantly and think about how to embed it into the future of beauty,” she reveals. “I’m not here to replicate—I’m here to reinvent.”
That mindset has led her to champion products that push boundaries and speak directly to the needs of underrepresented communities—without compromise.
Advice to Young Creators: Dream Bold, Work Smart
To aspiring entrepreneurs, especially in Africa and the diaspora, Jemedafe offers this wisdom:
“Set a bold goal—and be ready to work relentlessly to reach it. Excellence isn’t optional; it’s your entry ticket to global relevance.”
Her personal motto? Make value so undeniable that even the highest echelons of society take notice.
What’s Next? Global Legacy and Mentorship
Looking ahead, Jemedafe sees herself not only launching her own global beauty brand but also creating pathways for others to rise.
“I want to mentor the next wave of beauty innovators—especially those who’ve been overlooked. I want to show them it’s possible to be excellent, and to be seen.”
In an industry often criticized for its lack of diversity, Oby Jemedafe isn’t just creating products—she’s building legacy. Her story is proof that when purpose meets innovation, history is made.
