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Enioluwa Adeoluwa, affectionately known as Lipgloss Boy or Beauty Boy, has become one of Nigeria’s most popular influencers. He has done so by challenging notions of masculinity in his videos, which offer makeup, skincare and fashion advice for men. Enioluwa’s success, in a country as conservative and homophobic as Nigeria, is impressive and unprecedented.
It all began when Enioluwa posted a video of himself on Instagram applying lip gloss in November 2020. The video quickly went viral. Today, Lipgloss Boy has over 335,000 followers on Instagram, more than 376,000 followers on TikTok, a late-night show, and he has worked with major international beauty companies.
The 22-year-old is currently completing a marketing masters degree in Lagos and also works as a content creator for a fintech company. He grew up with five siblings in a Christian family which he described as a “beauty experience”. Enioluwa told us that he was grateful for how open-minded his family has been – a luxury in a traditionalist country like Nigeria.
“I wanted to start meaningful conversations around gender norms and masculinity”
In Nigeria, there was no beauty content among men so I wanted to do something that was different, that would enable me to express my individuality and that would start meaningful conversations around gender norms and masculinity. The first video that went viral was a video of me applying lip gloss. I think that it caught people’s attention because people aren’t used to seeing men wearing makeup.
I posted the video before going to class and by the end of the lecture, I had already received thousands of likes and comments. It went completely viral. I was surprised at how many people related the video. But it goes to show how far we need to go in terms of normalising certain cultural…
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Source : france24
