The partnership equipped women-led beauty businesses with pitching skills and business insights, with 12 entrepreneurs receiving monetary awards and the top three sharing ₦8 million in prize funding.
LAGOS, NIGERIA — October 2026: Shecluded, a women-focused financial technology and enterprise development company, partnered with Beauty in the Motherland (BITML) to prepare beauty entrepreneurs for a pitch competition, strengthening their ability to communicate their business value, demonstrate growth potential and pursue funding opportunities.
Held from October 5–7 at the Eko Convention Centre, Eko Hotel and Suites, Lagos, Beauty in the Motherland brought together over 10,000 attendees, including beauty founders, entrepreneurs, brands and industry stakeholders from across the continent.
As part of the partnership, Shecluded led the pitch preparation process, equipping participating entrepreneurs with practical skills in business storytelling, value proposition development, financial modelling and growth strategy. The sessions focused on helping entrepreneurs present their businesses more effectively, articulate their market opportunities and demonstrate the commercial potential of their ventures.
For women entrepreneurs seeking to grow their businesses, having a strong product is only one part of the journey. The ability to understand business finances, communicate a compelling growth strategy and present a clear case for investment can be critical to accessing funding and building sustainable enterprises. Through initiatives such as this, Shecluded continues to support women entrepreneurs in strengthening their business fundamentals and preparing to engage potential investors, lenders and strategic partners.
The competition recognised 12 women entrepreneurs with monetary awards, while three emerged as the top winners. Fidelity Bank provided ₦8 million in prize funding, with SC Naturals receiving ₦5 million for first place, 511 Skin receiving ₦2 million for second place, and Baddies Essentials receiving ₦1 million for third place.
Nigeria’s beauty and personal care sector presents significant opportunities for entrepreneurs and investors. According to Statista Market Insights, the market was projected to generate US$10.17 billion in revenue in 2025, with an anticipated annual growth rate of 7.84% between 2025 and 2030. This outlook highlights the importance of equipping beauty entrepreneurs with the business and financial capabilities needed to compete in a growing market.
Commenting on the initiative, Sandra Ezinwa, Program Manager at Shecluded, said:
“Women entrepreneurs are building incredible businesses and creating products with real market potential. But having a great product is only the beginning. They also need to understand their numbers, communicate their value and demonstrate how their businesses can grow. Through this initiative, we wanted to help these women see beyond the products they sell and begin positioning their businesses for bigger opportunities, including investment and strategic partnerships.”
As Africa’s biggest beauty event, Beauty in the Motherland brings together beauty founders, brands, industry professionals and stakeholders to celebrate African beauty, showcase innovation and create opportunities for collaboration and business growth. The partnership with Shecluded adds an entrepreneurial development dimension to this platform, connecting industry visibility with practical preparation for business growth.
About Shecluded
Shecluded is a women-focused financial technology and enterprise development company supporting women-led businesses in Africa through access to capital, capacity building and community. Through financing solutions, business education, entrepreneurial support and strategic partnerships, Shecluded helps women entrepreneurs strengthen their businesses, improve their financial resilience and pursue sustainable growth.
About Beauty in the Motherland
Beauty in the Motherland (BITML) is a platform celebrating African beauty and bringing together beauty entrepreneurs, brands, industry professionals and stakeholders to showcase innovation, foster collaboration and support the growth of Africa’s beauty industry.
