The ‘Beauty Boy’ is ready for Instagram stardom


Seated within the lounge of a multi-storey Lagos duplex, I seek for my host descend a flight of wood-panelled stairs. He is wearing flip flops and doesn’t have his signature lip gloss on. 

A white lengthy sleeve sweatshirt paired with tight grey shorts expresses his informal mood this Sunday morning. Carefree and cheerful, as that you should inquire of of a 21-year dilapidated influencer. Up cease, his tawny brown pores and skin fits the coloration that glows in his videos however besides being taller in person than I imagine, he’s… comparatively frequent. 

We replace about a pleasantries and fling as a lot as his makeshift studio – a sq. room with a 10ft drawer overflowing with books and magazines, including a 2015 Arrogance Ravishing disclose with Taylor Swift on the conceal. Simeon, his videographer, rolls the digital camera and Enioluwa Adeoluwa, the unique darling of beauty-obsessed Nigerians on Instagram, takes over. 

Beauty Boy. Lip gloss Boy. Adeoluwa doesn’t particularly thoughts which one he’s named. He encourages both, genuinely. 

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Adeoluwa takes his time to salvage the styling apt, one powder at a time.

He is intentional about shaping his put. On some weekends relish this one, that can possibly per chance indicate taking pictures six videos – a combine of put endorsements and non-public images – in four hours. “It’s four weeks of labor,” he says, to be printed totally on YouTube the put he has won 3,500 subscribers in no longer as a lot as 2 months.

Truly that is no longer a good target market for an influencer, which is why he’s investing vitality in his looks and plotting visitor collaborations that can amplify his relatability and elegance. His 80,000 Instagram followers and 24,000 TikTok followers will no longer robotically note him on YouTube, however he’s in this trade for the lengthy haul.

There aren’t any scripts within the room, however he manages to talk his humour and Gen-Z alté wisdom in single takes. His job comes with its ravishing a part of relaxed anxieties too: passing trains blaring loudly and throwing off his beauty game. His put-up wouldn’t live staunch for the rationale that air conditioner blows sizzling air. The vitality is on and off. 

But Adeoluwa looks to be having relaxing taking pictures these videos. Between takes, he tells me of his surprise at being recognised for his TikTok videos at Pan-Atlantic College (PAU), a non-public university in Lagos the put he’s for the time being pursuing a Masters degree in Marketing. He likes the reputation of an trusty training however a 2d degree wasn’t exactly his alternative. 

A year after graduating with a critical-class degree in Theatre and Media in 2018, he joined Bamboo, the fintech app for buying for native and foreign places stocks, as a progress analyst. 

He cherished the job and credit rating his gift monetary awareness to his 12 months on the corporate. The young influencer will most doubtless be a man who buys American stocks. But, a progress analyst develop into once no longer his chosen profession alternative. Final October, with some nudging from his fogeys, he took up the problem of gaining bigger training.

But his online and in-person classes at PAU for the time being are interfering along with his unintended influencer profession. In the course of taking pictures, he would on the entire divulge Simeon to hobble up attributable to he had an assignment due by 5 pm that Sunday evening.

In a single amongst the six videos I seek for him portray, Adeoluwa speaks candidly about this frustration, with a chrome steel spoon in one hand and the varied gesturing on the digital camera. It’s raw and trusty however also practical; he’s no longer about to desert the programme for the rationale that prices are pricey and his professor dad and lecturer mum could possibly per chance be disappointed.

But no longer too disappointed. Every fogeys have thrown their weights within the motivate of his Instagram adventures, sharing his videos and lisp to their web lisp online visitors. His bigger pork up circle entails web lisp online visitors and a increasing navy of followers who instruct on his infectious Instagram videos.

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Simeon, the videographer, says Eni is a “one-favor god” even with a spoon in one hand

A cursory investigation of Adeoluwa’s comments sections reveals about a musicians (relish Ric Hassani), model designers (relish Bayo Oke-Lawal) and a few progenitors of the social media influencer game (Toke Makinwa). More than once, he rings a bell in my memory that he’s young and mild attempting things out. But there could be a hunger in his eyes, a pointed desire to climb the ladder as swiftly as that you should possibly per chance also mediate of. 

He could possibly per chance even be 21 however so is Taooma (true determine Maryam Apaokagi), the multi-personality Instagram comical who, he says, now instructions as a lot as ₦1 million (~ $2,500) for put campaigns. 

Fairly than actually feel rigidity, Adeoluwa sees lessons. He’s learned one trick from Taooma; fetch your enviornment of interest and polish it to perfection. And so, he’s sticking with beauty. 

Ask extra lip gloss videos, in Yoruba and English. More tutorials relish the one on systems to salvage false freckles. There’ll be longer-compose videos: of him buying expensively with company, of divulge-alls about his existence and indirectly in appropriate characteristic motion images as an actor. 

In most cases, inquire of no limits. And that’s on duration

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