‘Beauty Boy’ Enioluwa Adeoluwa on the journey to breaking boundaries and going global
|Published
Enioluwa Adeoluwa, affectionately known as Lipgloss Boy or Beauty Boy, is one of Nigeria’s most popular influencers.
The young influencer did so by challenging notions of masculinity in his videos, which offer makeup, skincare and fashion advice for men.
The Nigerian-born lifestyle and beauty enthusiast is a man of many talents as he is also the brains behind "The Late Night Show With Eni," a YouTube exclusive show where he interviews celebrities, entrepreneurs, and other influential people in Nigeria.
He describes himself as Eni the superstar because he is proud of how far he has come in the entertainment and grooming space.
“I’m goal driven, friendly, nice, kind and respectful to people,” he says.
GQ South Africa caught up with the social media influencer to chat about his many talents including grooming routines.
GQ: What makes you want to wake up every day and do what you are doing?
Eni: Honestly, it used to be the drive to be successful, and it still is one of my major drives, but recently, there has been the need to create space for other people, especially for boys like me.
This is why even when I get tired, I think of the next young person who might be inspired by me to see that there are endless possibilities.
I mean, look at being the first ambassador for a brand like Crocs in your country. Giving young people the hope that they can also be in this same position is also a big drive.
GQ: Working with Crocs Nigeria must have been fun. Give us the inside info. How did this relationship come about, and how are things now?
Eni: My relationship with Crocs is very beautiful. Crocs is a known brand; acceptable and accessible to everyone.
I remember getting the email from Crocs and I was like “this can’t be Crocs”. Frankly speaking, Crocs opened so many doors for me and it made other brands see that my brand can be trusted. It has been a beautiful experience. I honestly love working with Crocs.
GQ: What has been your greatest achievement this year, and why?
Eni: I have had many achievements this year, but I think my brand endorsements right now are major.
There is also my Master’s degree, which is quite recent. Having a Master’s degree at 21 is mind-blowing! Then there is my career.
I remember when I started, I was scared of brands not wanting to work with me, but now I feel proud to have left that vulnerability and fear behind and moved to “Oh! This is happening now." This is beautiful to see.
GQ: Being an influencer has its share of challenges. Can you briefly give us 3 things that young and upcoming people should look out for when getting into this field?
Eni: Firstly, be yourself - don’t try to be someone else. Look at people and learn from them, but be authentic and be the best version of yourself!
Secondly, be strategic - You have to treat this path as a job and not just something you do for leisure. Know that you have to grow these numbers.
And lastly, be consistent! To be good at anything, you have to be consistent. Bonus? Don’t forget to be a bad bitch, always!
GQ: What are the advantages of it, mention at least 4 things that really stand out for you?
Eni: There are many advantages to being an influencer.
Being an influencer allows me to work at my pace and time even though it is a scam most times - look at me running this at 2:41 am because it is the only free time in my schedule.
There is also being able to be me and make money out of it, and then, the ability to influence people too, which is beautiful.
Four things that will stand out for me? Money, influence, fame - access to places that would ordinarily be difficult, then respect.
GQ: You are one of the most followed grooming influencers in Nigeria. Therefore, share with us what the new trends are in the grooming space?
Eni: People are becoming more comfortable in their skin.
People are doing less makeup, less foundation, and more skin. This is one of the major trends. Men are also getting manicures and pedicures.
It is beautiful to see. One trend I am digging right now is threading my brows. I think everybody should do this!
There are also facials and waxing. I am new to the latter, but it is something!
GQ: The grooming advice everyone should follow?
Eni: I feel like grooming is advice. Ensure you are grooming, taking extra care of yourself, smell nice, look the most beautiful.
Beyond bathing, go the extra mile. This is the grooming advice everyone should follow.
GQ: Which skincare products are on your shopping list?
Eni: Right now, I use a lot of products. I am also trying to get into Nigerian brands and one brand I really dig is Arami essentials.
I use Fenty products - moisturiser and body cream. Some other days, I use Cosrx. I get my products from Skin Science, here in Nigeria.
GQ: One skincare technique/product that doesn’t work for you?
Eni: I am not sure, but I think there are a lot of skincare products that don’t work for me.
During the pandemic, there were new products that came out that didn’t work for me.
It was then I realised that rushing a product because it is new is a bad idea.
GQ: How do I have an everyday skincare routine if I’m always rushing in the morning and busy during the day?
Eni: Wake up early! Skincare is mostly just morning and night. You don’t have to do much in the morning; just wash your face, use your moisturiser and your sunscreen, and you are good to go.
GQ: Do you think men invest more in grooming than before? Tell us why this is or isn’t?
Eni: Yes, I think men are investing more than before. I also think representation is important.
The internet has allowed more men to see other men do these things, and they are willing to invest more. This is really good.
More men are becoming more vulnerable, and toxic masculinity has become a tool of conversation right now a lot of men are leaning into their vulnerability as well.
GQ: Mention 3 things you never leave your house without!
Eni: Let me just say I have a full bag and it contains lip glosses, my jotter, my perfume, hairbrush, jewellery, sunglasses, moisturiser, sunscreen, there are just so many.
GQ: What’s your signature scent?
Eni: I don’t know if I have a signature scent, but what I try to do is mix so many scents together, and if I had to choose any, I would love to smell like a rose. Thank you so much for having me, GQ.