Faith Akanimoh Raymond is a graduate of Computer Science from Ekiti State University, a professional makeup artist who started six years ago with little resources from her home in Imo State. With passion, determination, and vision to redefine how women experience beauty, Faith moved from home services to opening up a studio, now running Deemmy’s Beauty and the Beauty & Fashion Academy.
By Eberechi Obinagwam
Faith Akanimoh Raymond is a graduate of Computer Science from Ekiti State University, a professional makeup artist who started six years ago with little resources from her home in Imo State. With passion, determination, and vision to redefine how women experience beauty, Faith moved from home services to opening up a studio, now running Deemmy’s Beauty and the Beauty & Fashion Academy.
She told TheNiche in an interview that her journey has been one of growth, grace and resilience. On November 6th, Faith will convene a Beauty & Fashion Summit for entrepreneurs in Owerri; a platform she said was designed to celebrate creativity, nurture innovation, and foster global relevance. “The event is not just about glamour, but about creating sustainable impact. We are building a platform where skills, creativity, and opportunities intersect – preparing the next generation of beauty and fashion entrepreneurs for global relevance,” she said.
Background
Faith enrolled in makeup training while waiting for her National Youth Service Corps call-up letter immediately after graduating from school in 2016. After the training, she started from her home in Imo State with the little resources she had rendering home services to clients and offering training. “I started my beauty journey over six years ago in Imo State, fueled by nothing but passion, determination, and a vision to redefine how women experience beauty.”
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While she went for Youth Service, she would attend to clients after combining her primary assignment. “Some of them were fellow corps members, others were referrals from around my PPA and vicinity. In fact, I even handled makeup for a few corps members’ weddings at that time,” she said.
She added; “I was building the business side by side while serving. With little resources but a big dream, I began as a self-taught artist, gradually investing in training, tools, and growing my brand step by step. From home service to opening up a studio, and now running Deemmy’s Beauty and the Beauty & Fashion Academy, the journey has been one of growth, grace, and resilience”.
The CEO of Deemmy’s beauty said her inspiration came from seeing how beauty and fashion go beyond appearances. According to her, they shape confidence, identity, and economic opportunities. “I realized that many talented young people in our society lacked the right platform, mentorship, and visibility to turn their gifts into sustainable businesses. That passion to empower, redefine beauty standards, and create a thriving ecosystem is what has driven me. It’s not just business; it’s but a movement to transform lives, build capacity, and position African creativity on the global stage”, she stated.
Sourcing for capital
Faith said sourcing for capital was a challenge at the beginning. She said like many entrepreneurs, she didn’t have a large financial backup when she started, but consistency, referrals, and trust from clients helped her grow. “What I had was passion, creativity, and a strong belief in the value of my craft. I began with working from home, using the little resources I had, and reinvesting every earning back into the business. Over time, consistency, referrals, and trust from clients helped me grow. I also maximized partnerships, offered training, and created value-driven services that brought in income I could reinvest. Step by step, this approach helped me overcome the capital challenge without waiting for a huge lump sum,” she said.
Penetrating the market
Faith attested that penetrating the market came with its own challenges. According to her, it took about a year of consistency, persistence and client satisfaction to truly break into the market and start building a loyal customer base.
She said; “The beauty and fashion industry is highly competitive, and standing out requires more than just skills, it takes consistency, branding, and building trust with clients.
“In the early months, it was difficult to get visibility and attract steady clients, but by offering excellent services, leveraging word-of-mouth referrals, and creating a unique client experience, I gradually carved my space. It took about a year of consistency, persistence, and client satisfaction to truly break into the market and start building a loyal customer base”.
Working with little resources
Starting up with little resources, Faith recalled days she worked with very limited tools, borrowed items, and times she has to improvise just to meet up with clients’ expectations. “My experience while struggling to establish my brand was the period when I had little or no resources but still had to show up for my clients with excellence. It was an unforgettable experience,” she said.
She added: “There were days I worked with very limited tools, borrowed items, or even improvised just to meet up with client expectations. What stood out for me was the joy and confidence my clients expressed after their transformation. It reminded me that my passion and skill were bigger than my struggles. That moment of turning little into much is an experience I will never forget because it fueled my determination to build the brand stronger.”
Breakthrough
Faith’s breakthrough was booking her very first big bridal client. “It wasn’t just the job; it was the trust she placed in me to make her shine on one of the most important days of her life. The feedback, referrals, and confidence that came afterward opened doors and reassured me that I was truly walking in my purpose,” she said. Another milestone that fired her journey was being interviewed on NTA International and others. She said sharing her story and craft on such a platform gave her visibility she never imagined. “It proved that my brand was making an impact beyond my immediate circle.” Those two moments were a powerful reminder for her to keep pushing, stay consistent, and believe that every effort counts.
Doing business in Nigeria
The CEO of Deemmy’s beauty said running a business in Nigeria comes with unique hurdles, saying that power supply and unstable infrastructure often increase operational costs, while sourcing quality products and tools locally can be inconsistent. According to her, the beauty industry is also highly competitive, so standing out requires constant creativity, innovation, and marketing investment. Beyond that, she said building clients’ trust and managing expectations in a fast-paced, price-sensitive market can be challenging. “Yet, these same challenges have taught me resilience, adaptability, and the importance of excellence in service delivery”, she remarked.
Japa
Faith has no plans of relocating abroad except for vacation or for training to sharpen her skills. She believes making an impact where it is most needed is more rewarding than running away from the storm. She said; “True, many young Nigerians see japa as the ultimate escape, and I don’t blame them because the economy can be tough. But for me, my purpose is deeply rooted here. I believe the beauty of Nigeria is not just in its challenges but in its potential. If all of us leave, who will build the industries we dream of? Who will create opportunities for the next generation?
“Whenever I travel internationally, it’s either for vacation or for training to sharpen my skills, and then I come back. Because for me, Nigeria is not just a location it’s my mission field. My journey in the beauty industry has shown me that we can transform lives, empower young people, and redefine standards right here.”
About Faith Akanimoh Raymond
Faith was born in Lagos State where she had her secondary education at Ajara Grammar School. She later obtained B.Sc. in Computer Science Education from Ekiti State University. She is happily married to Uchenna H. Raymond and blessed with two adorable children, Ray-Brianna and Ray-Donald. Driven by passion for beauty and empowerment, Faith said she has acquired over six professional certifications in makeup artistry, positioning her as a skilled and innovative professional in the beauty industry.
Faith proudly runs Deemmy’s Beauty and the Beauty & Fashion Academy, where she blends creativity, expertise, and mentorship to inspire and empower others.
Recognitions
Over the years, Faith’s work has earned her awards and recognition as a top bridal makeup artist and an industry trainer who has empowered over 1000 students globally. She has received endorsements and recommendations from Happy Brides, corporate partners, and event professionals, which remain the strongest testimony to the quality and heart behind her brand. Faith is also an employer of labour.
