Driven by passion and purpose, Adeola Adeyemi turned her love for makeup into a global beauty brand that champions inclusivity, quality, and the needs of African women.
With a detailed eye and deep understanding of African beauty, Adeola Adeyemi is redefining what beauty means on her own terms. As the founder and creative force behind Beauty by AD, Adeola, popularly known as Diiadem, has built a brand that addresses the needs, desires, and confidence of African women. With a commitment to inclusivity, she has become a household name trusted by everyday women and makeup artists alike.
Adeola Adeyemi’s journey into beauty started with childhood memories filled with makeup and self-expression. Her passion has never been just about aesthetics, it is about representation. She saw the gaps in the market and launched a beauty brand that understands undertones, honours Black skin, and delivers high-quality products without compromising on glamour or performance.
Since its inception, Beauty by AD has grown into a brand celebrated for blending luxury with accessibility. The brand has garnered praise for its high-performance and inclusive products, from foundations to viral lipstick shades and powders. For Adeola Adeyemi, designing products that make women feel seen, elevated, and empowered is the priority. But beyond the products is a woman who dared to create more than just a brand; Adeola created a movement.
In this edition of The Woman Behind the Brand for our Beauty Issue, we speak with Adeola Adeyemi about her founding journey, the impact of Beauty by AD, and her vision for the future of beauty in Africa. Her story is as rich and empowering as the brand she has built.
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Founding vision
What first sparked your love for beauty and the belief that you could build something lasting from it?
Beauty has always been a part of me. I didn’t just fall in love with makeup: I grew up around it, playing with products and observing how it made women feel. What truly sparked something in me was noticing how underrepresented African women were in shades, undertones and quality. I knew I could create something intentional yet relatable, something that truly saw us.
Beauty by AD has grown into a beloved name across Nigeria and beyond. When you look back, what moment made you feel, “This is real, this is happening”?
There have been so many moments, but one that really struck me was seeing our products on shelves, in makeup kits, or going viral without any push from me. When people began choosing Beauty by AD simply because they loved it, that’s when it felt real.
Building Beauty by AD
In the early days of the brand, what was the biggest risk you took, and what did that teach you?
Starting at all was the biggest risk. I had limited resources, no guarantees of success, and I was stepping into a space that demanded consistency. But I learnt that even when I’m afraid, I can move. I’m resilient, and I don’t back down when it matters. That mindset has carried me ever since.
Your brand blends luxury and accessibility beautifully. How did you approach creating products that feel aspirational yet inclusive for African women?
It was always about balance. I wanted African women to feel like the main character, to hold a product and feel proud, seen, and spoiled. I focused on aesthetics, quality, and pricing that don’t compromise the experience. Even our packaging feels like a gift, because it is.
How have you seen Nigerian and African beauty standards shift since you started? How has Beauty by AD evolved with those changes?
The shift has been bold. More African women are choosing authenticity over comparison. We’re embracing our skin tones, textures, and asking for products that reflect who we are. Beauty by AD has evolved by staying rooted in that reality. We’ve expanded our shade ranges, introduced skin-first formulas, and stayed loyal to our community.
Power, purpose & beauty philosophy
As a woman leading a beauty brand in Africa, how do you personally define beauty today for yourself and the women who use Beauty by AD?
Beauty, to me, is freedom. It’s the freedom to choose how you want to show up, whether in full glam or fresh-faced. I want every woman who uses Beauty by AD to feel seen, not just in the mirror, but in the world.
What does self-care and personal beauty look like for you outside the business, when it’s just Adeola and her mirror?
For me, self-care means quiet moments filled with burning scented candles, music, skincare, and prayer. It’s also rest. I pour so much into others and the business, so I keep it soft, slow and honest when it’s just me.
Running a beauty brand is both creative and deeply personal. How do you protect your creativity and stay inspired, even when things get overwhelming?
I pause, travel, spend time with my daughter and journal. I also draw strength from my community. The messages and testimonials remind me why I started. That keeps me going.
Business and community impact
Beyond the products, your brand wants to empower creators with the Beauty by AD Academy. What inspired this, and what are the highlights of the programme for you?
I was once that girl, full of dreams but lacking guidance. The academy was born from that memory. Although we haven’t commenced classes yet, it’s in the works and I’m deeply passionate about it. It’s about creating space for upcoming beauty professionals to learn and grow with intention.
Beauty businesses are part of cultural storytelling. How do you use your platform to shape narratives about African beauty and African women?
Everything about Beauty by AD is a love letter to African women. From our campaigns to our shade names and storytelling, we’re intentional about celebrating who we are. I use my platform to show that African beauty isn’t a trend, it’s a standard.
What role has mentorship or community played in your journey? Are there women (or even moments) that were pivotal for you in building Beauty by AD?
Community has been everything. From the sisters who encouraged me to the women who buy from me, post without being asked, or speak my name in rooms, they’ve all played a part. I’ve also been blessed to have mentors and fellow founders who showed me that this journey is hard, but worth it.
Read also: The reign of Nigeria’s beauty influencers: women shaping the glam game
The future of Beauty by AD
When you dream about the future of Beauty by AD, what do you see in Nigeria, across Africa, and globally?
I see Beauty by AD on shelves globally, proudly labelled “Made for us.” I envision retail stores in major cities, more inclusive shade ranges, skincare expansion, and a global presence that still feels deeply rooted in our African identity.
What innovations or conversations do you believe the African beauty industry needs to be leading in the next 5–10 years?
Sustainability, skin-focused beauty, and tech integration. We should lead in how we tell our stories, package our products, and take up space in global beauty conversations. We can’t keep playing catch-up; we have to lead.
Are there any gaps in the African beauty space that you’re excited to explore — maybe new categories, underserved markets, or products?
Absolutely. Skincare designed for our climate, sensitive skin products for melanin-rich tones, and more beauty-tech fusion. I’m excited to explore neglected spaces and meet those needs with excellence.
Get to know Adeola Adeyemi
A beauty ritual you’ll never skip?
Lip care. I must always have a gloss or oil on.
The Beauty by AD product that feels most personal to you?
Our foundation. It took years to perfect, and it reflects everything I stand for: quality, inclusivity and excellence.
A Nigerian (or African) woman whose beauty or style you deeply admire?
Temi Otedola. She’s effortless, classy, and owns her narrative.
What’s the advice you’d give a young African woman dreaming of building her own beauty empire?
Start anyway. The fear won’t go away overnight, but neither will the dream. Start with what you have and grow as you go.
