OLUWATOSIN ABEJIDE OF HOUSE OF RHEEVO IS REDEFINING BRIDAL MAKEUP ARTISTRY

On November 1, 2023, Made Kuti, Grammy-nominated singer and grandson of the late Fela Anikulapo, married his longtime girlfriend, the now Mrs. Inedoye Anikulapo-Kuti. A true pop-culture-defining celebration, Made and Inedoye’s nuptials will no doubt be remembered by many as “the wedding of the year.” And not only for the couple's heartwarming love story or their star-studded guest list but also for their stunning wedding looks, which left many talking. Behind those looks was a team of people who worked tirelessly behind the scenes to make the day the beauty it was.

One of those people was Oluwatosin Abejide, founder and creative director of House of Rheevo, a Lagos-based beauty brand. From a classic red lip for the traditional ceremony to a Bridgerton-inspired soft glam for the wedding shoot, Abejide had her expertise on full display on Inedoye’s day.

Here at Inawo, we love love, and we love weddings, but we also love to talk about the people who make them happen. So, we sat down over a Zoom call with Abejide, indulging in an hour of laughter and insights into the bridal makeup scene. From her pivot from a law firm to her time as a Nollywood makeup artist, here is Abejide’s work from inception to success.

How It All Started

For many Nigerian students who are fresh out of high school and waiting to begin their new life in a tertiary institution, it is not uncommon to pick up a skill during the wait. For Abejide, who had gained admission to study law at Obafemi Awolowo University, makeup was the easiest option.

“I had a choice to do either beadmaking, wire works, or sewing and hairdressing. But I chose makeup because, at the time, my mum’s friend was running a free 3-day class on makeup," she told Inawo Magazine over a Zoom call. "And I also found makeup much easier than the other options."

But beyond being the easier option, Abejide also had a genuine interest in makeup -- an admission she confesses was at odds with her tomboy persona at the time. “I would watch so many YouTube makeup tutorials, just trying to teach myself certain techniques,” she continued. To the fresh-out-of-high-school Abejide, makeup was only a means to distract herself from the failures of the university system during yet another ASUU strike, a means she never imagined would eventually become her career. That was, until her first year as a law student. And then everything changed.

A Gig From The Dorms

“I got my first makeup gig from some girls in the hostel. They were recruiting crew and cast for a production company, and I told them I did makeup. That was how I got in," Abejide recalled. At the time, she was paid NGN2,000 per day, an undeniably high wage for a student at the time. “I eventually got promoted to VP of Productions, where I would earn as high as NGN4,000 per day. That was when I realized I could actually get paid for doing makeup." But even with her makeup career kicking off so well, Abejide still had a degree to complete. So, she focused just as much on her academics, eventually landing an internship at a top law firm in Ibadan. This experience, however, would turn out as clarifying as it was isolating for her.

“I realized I didn't quite fit into the law scene. Many people used to comment on how I didn't ‘sound like a lawyer’ or how I didn't use legalese in my sentences. When I finished my one-month stay at the law firm, they handed me an envelope of NGN3,000. A sum that could barely even cover my transport," she said, comparing her 3,000/month time as a lawyer to her 2,000/day gigs as a makeup artist.

Curious to know if the low pay was an industry problem, Abejide spoke to more experienced lawyers, who would eventually confirm that lawyers were, in fact, paid peanuts, even at esteemed law firms like hers. “That was my cue to leave law and focus on my makeup." So, she went back to her roots, finding space for herself in the costume and set makeup scene.

A Short Stint In The FX Makeup Scene

Abejide might be in the business of making brides look absurdly ethereal on their special days, but she started from a place of fun and artistic expression. “I started building my client base by doing costume day makeup for girls in school. They would pick out the weirdest costumes, and I would do their makeup to match whatever they had on," Abejide reminisced.

Being able to successfully recreate costumes and cosplay makeup is something Abejide credits to her production company experience and her time watching YouTube tutorials. “Because I started with makeup tutorials on YouTube, I was more exposed to very 'foreign' makeup techniques. You know, the bleached, high-arched brows, highlighter placement, all of that. I have also always been very creative, and I loved drawing out my ideas," she explained.

At the production company, Abejide also worked with FX makeup, practicing special effects like bruises, cuts, and scars on her roommates. “It wasn't even about the money; it was more of a creative outlet.” But the budding makeup artist was still about her bag, and so began her slow but steady shift into bridal makeup.

House of Rheevo’s Big Break

After finishing her law degree program in Ife, Abejide moved to Ibadan, where she worked with many clients and partnered with a few brands. It was, however, not until her friend, Aisha, got married that Abejide recorded her big break in the bridal makeup industry. “This was in 2020. I can remember how everyone loved her makeup, and they began to associate me with bridal makeup. Most of the clients I had soon after, I could all trace back to Aisha’s wedding”. For Abejide, that was the start of a wedding-based career shuffling between Ibadan and Lagos.

Working With Brides

It's been three years since Abejide got her big break. Since then, she has worked on several notable faces, including the newly-wedded Kutis. In that time, she has learned a few things about brides and even more about people. “When you work with brides, you get to see real happiness. Sometimes they start tired, but once they see how their face is getting glammed up, you can literally see their energy change, and then they become so hyped," she shared with Inawo Mag. For the acclaimed makeup artist, the bride’s happiness is worth all the stress. “It feels like being in the center of the celebration. I also get to learn their stories, from how they met their partner to how they managed to fund the wedding."

Other times, Abejide finds joy in the long-lasting relationship she builds with some of her brides. “I could meet these brides again years later, and they would still remember how I was there for them on their special day. Somehow, I have even become a family friend to some, and they invite me to do their makeup on other celebrations like anniversaries or Thanksgiving. It's a whole journey, and I’m glad I get to be with the brides through that”, she gushed.

But of course, it's not all butterflies and wedding bells, as Abejide narrated to Inawo Magazine, that some brides require more patience and understanding than others. “I’ve had a bride who did not want to use foundation or lashes. She pretty much just wanted her brows done, and that was it. I remember thinking, why would she book me? But that was what she wanted, and I had to deliver." Bridezilla or not, Abejide has had a fulfilling career so far, but we were curious to know how she has become synonymous with amazing bridal face beats. Her answer?: Impeccable skin work and an upbeat personality.

The Self-Acclaimed Minister Of Clean Beats

Every makeup artist has a distinctive style; for the House of Rheevo founder, it's her skin work. "I always get comments from the brides on how they can see that they look glam, but they literally can not feel anything on their faces. Brides also love how cohesive my work is; even when I've done a lot on your face, everything just... goes."

It's a skill that has taken Abejide a lot of time and effort to perfect, but her positive energy makes the process much easier. "Some brides can be very conscious of people's energies on their big day, so I always try to be extra warm, nice, and helpful," she expressed. Her conscious energy, however, stems from her creative process, which requires a lot of research before D-day.

"Before a session, I always try to figure out what my brides want. And there are a lot of factors that go into our final decision: is it an outdoor wedding? What do her outfits look like? What religious house will the wedding be officiated at? Do they really want soft glam even when they say they do? These are all things that I remain mindful of before and during a session." If you'd like a soft look on your big day, we suggest you sit in Abejide's chair and let her work her magic on you.

The Highs and Lows of Bridal Makeup Artistry in Nigeria

From the joy of celebrating love to the relationships she forms with these brides afterward, Abejide clearly loves her job, and the accompanying financial security isn't bad either. "For me, the best thing about being a makeup artist is how I can never be broke. There's always something to do: a gig, a set job, a new bride. I've honed my skills, so wherever I am, I know I'll always be able to make a living with makeup."

But similar to any profession, makeup artistry has its share of challenges, including safety considerations, Nigeria's inconsistent power supply, and a general lack of appreciation for the craft. "A lot of Nigerians are just realizing that makeup is a profession and should be taken seriously," Abejide explained. "There's also the issue of security because I'm constantly moving around, meeting strangers who book me, and going to places even Google Maps does not recognize.” It's an occupational hazard many makeup artists face, but Abejide hopes to continue meeting fabulous, genuine clients.

At the end of our conversation, we asked Abejide what makeup truly means to her. "For me, it's learning to enhance your best features, but it can also be a form of self-care, a much-needed confidence boost.” For several brides across the country, Abejide's work has been just that.