In 2018, Nigeria's braids industry was becoming more adventurous with the influence of the international market via social media. I saw an opportunity to change the perception and experience of braiding hair. My background in marketing and advertising, paired with a master's degree in strategic marketing, empowered me to not only introduce Mia Mia Hair as a product but to build it as a unique brand — a distinction that has made all the difference between simply selling hair (a product) and building a brand (Product + Concept).
Mia Mia Hair was not just about selling hair; it was about reshaping the narrative of braiding hair, introducing luxury into the space, and creating a new global standard for braids.
Transforming the Market: From Standard to Luxury
Before Mia Mia Hair, braiding hair was perceived as a functional, everyday item rather than a luxurious option with stylistic diversity. I envisioned braiding hair as a premium product that could offer versatility and sophistication, accessible to a broader, style-conscious market. Mia Mia Hair introduced textures that had not been commonly available — such as wavy braids, curly braids, and the now-iconic French curl braids — which revolutionised hairstyling options. Styles like goddess braids, which blend traditional braiding with a delicate, romantic flair, became achievable and set new trends.
Building this brand required a strategic approach that relied heavily on my training in marketing. I knew that it wasn't enough to have an excellent product; we had to communicate a new experience and lifestyle that resonated with both local and international audiences.
"It wasn't enough to have an excellent product; we had to communicate a new experience and lifestyle that resonated with both local and international audiences."
The Strategy: Building a Brand with Influence, E-Commerce, and Connection
Launching Mia Mia Hair in a way that captured attention demanded a layered, strategic approach. I devised a strategy which combined influencer marketing, e-commerce, social media advertising, and PR campaigns.
Influencer Marketing was a vital element, as it allowed us to reach audiences through individuals who aligned with our values of elegance and innovation. Through these partnerships, our hair became more than a product; it became an expression of style, character, and cultural pride. Partnering with a diverse platform of influencers — beauty influencers such as Ezi Face of Beauty in Lagos, Tenny Coco, lifestyle influencers such as Vonne Nwosu, and a long list of celebrities including Dakore Egbuson, Eku Edewor, and Tiwa Savage — these partnerships opened the door to international recognition.
E-commerce allowed Mia Mia Hair to reach customers globally, providing a seamless shopping experience that went beyond borders. Our website was designed not only to showcase products but to serve as a platform where customers could immerse themselves in the brand experience — from visual lookbooks to tutorials on different styling possibilities and articles in our blogging section — to create a cult following of women called "Mia Girls". We positioned ourselves as the luxury braiding hair brand with a global footprint, something rare for African-owned businesses at the time.
Social Media Advertising was essential for visibility and engagement, especially in markets where the concept of luxury braiding hair was unfamiliar. By crafting campaigns that reflected the quality and style Mia Mia Hair offered, we set ourselves apart in a saturated market, and our visuals resonated with customers who appreciated sophistication and innovation in hairstyling enough to pay a premium price tag.
PR brought an authoritative voice to our brand, positioning Mia Mia Hair as the pioneer of luxury braiding hair. I adopted a strategy of 'gifting only and no pay' where we carefully curated PR boxes as an exchange for promotion and advertising from top influencers. These PR boxes were packed with exciting gift items such as satin pillowcases, hair bonnets, leave-in-conditioner treatment, lashes and more — and of course our signature hair bundles. For this activation we also partnered with top braiding salons to offer complementary installation on the bundles, creating a VIP experience that left a lasting impression.
Beyond Mia Mia Hair: Expanding Through Novelty Consultants
The success of Mia Mia Hair underscores the importance of strategic marketing and brand-building in the beauty sector. As more brands sought to replicate our model, I expanded into consultancy through my firm, Novelty Consultants. At Novelty, we now offer the same services that were pivotal to Mia Mia Hair's rise — guiding other businesses to navigate the complexities of brand-building, market positioning, and digital marketing with our proven approach.
The Difference Between Building a Brand and Selling a Product
Building Mia Mia Hair was not a matter of just selling braiding hair; it was about establishing a premium hair brand and changing the narrative of the braiding industry — from the aesthetics to the price point. Mia Mia Hair opened the doors for the luxury braiding market both locally and globally, and this was done through strategic planning and marketing.
"Creating a brand is an intentional, multifaceted process that goes beyond immediate sales. It's about crafting an identity, building trust, and connecting deeply with an audience that feels aligned with your vision."
To anyone considering starting their own brand, remember that building a brand takes time, dedication, and, most importantly, strategy. A brand is not just a name or a logo; it's an ecosystem of values, emotions, and aspirations. As the journey with Mia Mia Hair has shown, it's this distinction that sets industry leaders apart from sellers.
At Mia Mia Hair, we have set new standards for luxury braiding hair and have inspired a new generation to see the potential of African-inspired beauty on a global scale. Through Novelty Consultants, I am excited to help other brands discover their unique voices, craft meaningful experiences, and achieve the impactful, lasting success that only strategic brand-building can bring.