Omaricode Beauty Enters the Complexion Conversation with EVENDAE™ – BeautyInLagos

Complexion is one of the more technically demanding categories in beauty. Getting foundation right means navigating shade, undertone, coverage, finish, texture and wear, while also creating a product that people actually want to use every day. For African beauty brands, there is the additional question of how thoughtfully those considerations are being applied to the skin tones and lifestyles of the consumers they are creating for.

It is within this space that Nigerian beauty brand Omaricode Beauty is making its play.

Omaricode Beauty is a Nigerian beauty brand focused on skincare-infused makeup and beauty essentials designed with African women in mind. The brand’s approach centres on the idea that makeup should enhance the skin rather than simply conceal it.

That philosophy is particularly evident in its newest launch, EVENDAE™ Foundation Stick, which officially launched in July.

Founded by Jennifer Nnoli, Omaricode Beauty is led by a founder whose route into beauty has been anything but conventional. Originally trained as a lawyer, Nnoli went on to study Cosmetic Science, Branding & Marketing, Entrepreneurship and Product Management, before completing an Executive MBA.

That mix of scientific, commercial and entrepreneurial experience offers an interesting perspective for a brand operating in complexion, a category where formulation, consumer understanding and positioning all have to come together.

A closer look at EVENDAE™

EVENDAE™ takes a skin-first approach to complexion, combining makeup performance with skincare-focused ingredients. It offers light to medium, buildable coverage with a natural, radiant finish designed to retain the look of skin. The formula includes niacinamide, vitamin C, hyaluronic acid, vitamin E…