Lagos, Nigeria – What began as a personal struggle with inaccessible, overpriced hair extensions has blossomed into The Fort Brand Limited, one of West Africa’s fastest-growing beauty empires. Founded by Ogunmosu Olusola Comfort, the company has evolved from a modest 2020 side hustle into a multi-brand conglomerate, redefining African beauty standards, affordability, and global representation.
The Genesis: A Problem Turned Opportunity
The Spark: Frustrated by the lack of quality, affordable hair extensions tailored for African women, Comfort launched Extensionbyfort from a small Lagos space.
Early Hurdles: Bootstrapped with no external funding, relying on word-of-mouth, manual inventory, and personal deliveries.
Breakthrough: Viral social media buzz and loyal customers transformed the venture into a structured business.
Comfort’s Vision:
“It was never just about hair—it was about identity. African women deserved products made for them, not repurposed foreign solutions.”
The Evolution: From Side Hustle to Beauty Powerhouse
2024: Officially registered as The Fort Brand Limited, symbolizing strength, security, and elegance.
Three Core Brands:
Extensionbyfort – Premium, culturally relevant hair extensions (braids, twists, locs).
Fortorganics – Natural skincare (paraben-free lotions, oils, scrubs).
Forthairproduct – Scalp treatments & growth serums (blending African remedies & modern science).
Global Footprint:
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HQ: Lagos, Nigeria (Alagbado).
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International Branch: Maidstone, UK (serving the diaspora).
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E-Commerce: www.extensionbyfort.com (serving Nigeria, West Africa, and the U.S.).
Keys to Success
Customer-Centric Design – Products tailored for tropical climates, melanin-rich skin, and fair pricing.
Authentic Marketing – Social media (Instagram, TikTok) features real customers, tutorials, and behind-the-scenes storytelling.
Resilience in Challenges – Navigating Nigeria’s logistics, forex fluctuations, and power issues by diversifying supply chains and training in-house teams.
Women Empowerment – Majority-female staff, with plans for a Fort Beauty Academy to train stylists and entrepreneurs.
Impact & Recognition
10,000+ Orders and counting.
B2B Expansion: Partnerships with salons in Lagos, Abuja, Accra.
Global Ambitions: Exploring R&D collaborations with U.S. labs and expansion into Francophone Africa.
Media Praise: Featured in Forbes Africa, Beauty Business Africa, and Digital Beauty Trends Weekly.
What’s Next?
Kids’ Line – Products celebrating natural hair for young girls.
Fort Beauty Academy (Digital Wing) – Online courses for aspiring beauty entrepreneurs.
Eco-Friendly Packaging – Sustainable solutions in development.
Francophone Africa Expansion – Market research underway.
Why The Fort Brand Stands Out
It’s more than a business—it’s a movement.
Proves African brands can lead globally without compromising authenticity.
A blueprint for turning personal pain points into profitable, purpose-driven ventures.
Quotable Moments
“Many startups fold under pressure. The Fort Brand turns limitations into leverage.” – Africa Business Insight
“Their TikTok feels like a community, not a company. That’s powerful branding.” – Digital Beauty Trends Weekly
“From mirror to marketplace, Comfort’s journey inspires African women to dream bigger.” – Forbes Africa
