Abi Akerele is building intentional spaces that capture beauty as more than vanity. From minimalist manicures in calm, curated spaces to premium grooming services for men and children, her work elevates everyday routines into luxury rituals.
Conversations in the beauty industry often orbit skincare and makeup. These are the categories most associated with glamour, glow-ups, and founder spotlights. However, beauty is far more expansive. Abi Akerele, founder of The Nail Boutique and Groomed by Elereka, understands and makes it the foundation of her businesses.
Abi Akerele has a more compelling story because of her dual vision. While The Nail Boutique caters largely to women (and a growing base of men), Groomed by Elereka is pioneering a movement in male grooming in Nigeria. It’s a gentle but powerful shift from the transactional feel of most barbershops to something more personal.
The impact of Abi’s work is extensive. In Nigeria, the nail care market is experiencing significant growth. According to research, with revenues expected to reach approximately $287 million in 2025, there is an anticipated annual growth rate of 7.96% from 2025 to 2030. This surge reflects a broader cultural shift towards embracing nail grooming as an essential aspect of beauty and self-care.
Beauty, for Abi Akerele, is an experience where ambience, care, and consistency come together to transform the ordinary into the extraordinary. While many entrepreneurs focus on product development, Abi’s brands are service-based sanctuaries. The Nail Boutique has earned its recognition for its soft-luxury aesthetic and expert attention to detail. Groomed by Elereka challenges the narrative around grooming with a refined and inclusive space designed for men and boys. In both brands, her ethos is clear: self-care should be a meaningful ritual for all, not a privilege for a few. As beauty culture evolves, Abi Akerele’s brands stand out for their timeless simplicity.
In an era where society expects beauty founders to be front-facing influencers themselves, Abi’s calm, almost private approach is refreshing. She prefers to stay behind the scenes and let the work speak for itself.
In this edit of The Woman Behind The Brand, Abi Akerele invites us to rethink luxury as intention and remember that beauty isn’t only in the glow but also in the care.
Founding vision & journey
You’ve built two distinct luxury beauty experiences — The Nail Boutique and Groomed by Elereka. What drew you to both spaces?
My passion for beauty stems from a core belief: self-care isn’t a luxury — it’s a necessity. With The Nail Boutique, I saw an opportunity to elevate the standard nail salon experience by creating a space where top-tier service, aesthetic excellence, and intentionality converge. It quickly became a go-to destination for clients who value beauty and ambience.
Groomed by Elereka was born from a similar vision but tailored for the modern gentleman and children. I wanted to offer a grooming experience that felt just as curated and indulgent. Both brands serve different audiences, but a core philosophy unites them : to create beautiful, intentional environments where clients feel seen, valued, and transformed.
Did you always imagine yourself working in beauty, or was this path a discovery over time?
Interestingly, beauty wasn’t my initial path. I worked in banking for 17 years, holding roles at globally renowned institutions like Goldman Sachs, HSBC, and Standard Chartered Bank. However, over time, I found myself increasingly drawn to the transformative power of grooming and personal care physically, emotionally and psychologically.
I opened the first branch of The Nail Boutique while still working full-time in finance. When it was time to open the second branch, I made the decision to leave banking and fully commit to the beauty industry. Beauty rituals have a tremendous impact on how we show up in the world. So while I didn’t always see myself in this space, every step along the way prepared me for it.
What values or beliefs shaped your vision for creating elevated, intentional self-care spaces in Lagos?
Lagos is intense, fast-paced, dynamic, and often overwhelming. I wanted to create sanctuaries where people could pause, reflect and care for themselves. Particularly in a setting that feels thoughtful, elegant and beautifully executed.
What has been the most fulfilling part of this journey so far?
The most fulfilling part has been witnessing the impact these spaces have on people. A signature pedicure service can shift someone’s mood and confidence. Seeing clients walk in one way and leave lighter and cared for is truly rewarding.
Read also: Temi Otedola: A portrait of beauty as ritual, reflection and reclamation.
Creating premium experiences
What does “luxury” mean to you, and how do you translate that meaning into your business touch points?
To me, luxury is intentionality. It’s the feeling of being anticipated, where every detail is considered before you even ask. At The Nail Boutique and Groomed by Elereka, we express this through consistency, calm, and uncompromising excellence. That kind of reliability and emotional connection is the true essence of modern luxury.
What were some early lessons you learnt about client expectations, especially managing two different customer bases?
I learnt that while clients may differ demographically, the need to feel seen, respected, and cared for is universal. Whether it’s a high-powered woman or a father with his son, they’ll always remember how you made them feel.
How do you train your team to deliver not just service, but a consistent feeling of excellence?
We begin with the right mindset before the method. Every team member understands that they’re not just providing a service, they’re curating an experience. Excellence must be habitual, not occasional.
Identity & innovation
The Nail Boutique is synonymous with soft luxury in Lagos. What draws people back beyond the services?
It’s the feeling. Clients return for the calm, care, and intentionality we offer. In a hectic city like Lagos, The Nail Boutique provides a much-needed moment to exhale.
Your work bridges wellness, grooming, and community. What’s the bigger message behind your brands?
Through my brands, I aim to shift the narrative around grooming from something transactional to something personal and empowering. I want to normalise intentional self-care as part of everyday life, not just a luxury. These spaces are designed to create a sense of community. Whether it’s two friends catching up over a pedicure or a father and son bonding during a grooming session, those moments foster connection and joy.
How do you balance creativity, excellence, and staying ahead in such a competitive industry?
Through intentional structure and constant curiosity. Creativity keeps the brand experience fresh and inspired, whether through offering a new service or client engagement strategies. However, without consistency, creativity cannot build trust. So we treat excellence as a non-negotiable foundation and evolve through feedback, research, and attention to shifting lifestyle behaviours.
Read also: Summer pedicure guide: Timeless white nail trends to try now
Future & entrepreneurship
What does the future of beauty and grooming look like, and how do you want your brands to shape that vision?
I envision a future that blends personalisation, wellness, and meaningful connection. People want experiences that feel made for them; beauty that enhances their appearance and supports their well-being. As technology evolves, tools like appointment-management platforms and simple client-profile insights will help anticipate individual preferences. Yet, I see them supporting, not replacing human touch. At the heart of every meaningful interaction will remain the warmth of a skilled professional: someone who truly listens and responds.
Moving forward, I envision The Nail Boutique and Groomed by Elereka continuing to evolve as sanctuaries where self-care is seamless and welcoming.
What areas of the Nigerian beauty space do you think are underserved or misunderstood?
Even as Nigeria’s beauty and grooming scene flourishes, there remains a gap in men’s grooming as a form of self-care. Many view men’s grooming as merely a basic haircut, sometimes underestimating or dismissing its importance. Through The Nail Boutique and Groomed by Elereka, I aim to challenge these misconceptions by demonstrating that self-care is for everyone, at every level.
What does success look like for you now, and has it evolved?
Absolutely! At this point, success is more than simple expansion or revenue growth. While opening the locations of both brands marked significant milestones, I measure success by our impact on our clients and our teams. It now means that every client feels genuinely cared for and quietly transformed. It also means that our staff take real pride in delivering excellence. In the broader Nigerian beauty community, we’re setting expectations around professional standards.
What advice would you give a woman breaking into a male-dominated industry?
It can feel daunting, but remember that your perspective is not only valid, it’s essential. While it can be tempting to mirror existing norms, your unique female perspective is what will set you apart.
Read also: Oluremi Martins is shaping the future of hair with Regirl and Texture Science Labs
Get to know Abi Akerele
What does a perfect day of rest look like for you?
A truly restorative day for me is spending a few hours at the spa with no phones in sight.
What keeps you grounded?
Faith is my foundation. It’s what steadies me when things feel overwhelming, and it reminds me that I’m not doing this alone. I lean on God for direction, strength, and peace, especially in the moments where things feel uncertain. It keeps me grounded and gives purpose to everything I build.
What’s something surprising about you beyond the boardroom?
People often find it surprising that I’m quite shy. I recharge best in solitude. It’s in those still spaces that I find clarity and inspiration.
Quick fire
Go-to nail colour when you want to feel powerful?
A vibrant red.
Ritual to reset after a long week?
Lighting a scented candle and sipping chamomile tea.
A grooming trend you love and one you dislike?
I secretly love the “skinimalism” trend — minimal, natural-looking skin that feels effortless.
I dislike ultra-long stiletto nails.
One detail of The Nail Boutique you’re most proud of?
The ambience. It’s calm, consistent, and intentional.
One word to describe each brand?
The Nail Boutique: Sanctuary
Groomed by Elereka: Refinement
