Adepeju Damilola Idowu: The Amazon who built IDA Beauty from passion, purpose

She is a woman with passion and purpose for beauty, an entrepreneur who grew up empowering women, bringing transformation, healing, confidence to those who ordinarily were suppressed and lacking in confidence,

Adepeju Damilola Idowu a beautician and real estate mogul tells her mind blowing story of grace to grass, “My story began not in a beauty studio, but in a broken home-where survival came before dreams. From a very young age, I discovered my love for beauty and makeup. I can vividly remember family gatherings at home where I would be the one doing my stepmother’s makeup, along with my sisters’. Those early experiences sparked something special in me- the joy of helping others feel confident and beautiful.

“I also recall the times I experimented with my mom’s makeup on myself, even when my father would say I was too young for it. Looking back, those moments were the foundation of my passion. What began as a childhood curiosity has now grown into a true calling-an art form that allows me to combine creativity and empowerment through beauty.

“Although the trauma of my childhood left me with scars of anxiety and pain. But those scars shaped my mission. I know what it feels like to be silenced, and also know what it means to rise above it. None of my father’s 9 wives were ever allowed confidence, freedom of expression, or independence – so I made it my life’s work to help women step into theirs,” she disclosed.

Idowu disclosed how deep rooted her love for beauty permeated her young mind at at age 10. “Since the age of 10, I had a deep passion for beauty – but in my world, that passion was seen as rebellion. I was told makeup was shameful, that it would lead me down the wrong path. But I saw something different: transformation, confidence, and healing.”

In search of financial freedom, she founded a beauty cosmetic and real estate brands, since then her journey has been to empowering women. “Today, as a real estate entrepreneur and founder of a beauty cosmetics brand, I’ve dedicated my journey to empowering women – to grow in beauty, business, and mindset. I want every woman to know that financial freedom and fierce independence are possible.

What is it that drives Damilola as an entrepreneur? “As the founder of a growing beauty brand and real estate entrepreneur company in Dubai, I’m driven by vision, purpose, and impact. I believe in building brands and businesses that empower people, elevate experiences, and create lasting value. Whether it’s developing high-performance beauty products or curating luxury real estate holiday homes, my goal is the same: to lead with intention, innovate with integrity, and inspire through action.

“Success to me isn’t just about growth – it’s about leaving a mark that reflects passion, excellence, and resilience. Business-savvy entrepreneur with 6+years of experience in high level of business management, proven success in business strategy, financial analysis and team building with a passion for empowering individuals.

“My work is guided by a single principle: build what lasts. In beauty, I focus on innovation and impact. In real estate, I focus on strategy and value creation. What drives me? Leadership with purpose, excellence without compromise, and a constant desire to push beyond limit.

“As the founder of IDA Beauty, established in 2023, I am passionate about creating a bridge between affordability and luxury in the beauty industry. My educational background in Banking and Finance has equipped me with the skills to manage and grow my business effectively while remaining dedicated to my lifelong passion for beauty. My journey into the world of makeup began at a very young age, driven by a desire to empower people and help them feel amazing in their own skin,” she narrated.

Speaking on her journey and achievements, Damilola said, “In 2020, I came to Dubai for a short vacation – but due to COVID and unforeseen circumstances, I got stuck in Dubai. Instead of waiting idly, I chose to start my own drop-shipping business, selling clothes and even hand-delivering orders across various accommodations in UAE. During those visits, I met a group of model ladies who introduced me to the world of modeling. I explored that path, but while it opened new doors, it didn’t provide the financial stability I needed – but I was still pushing it while my fashion business took a backseat.

“One day, during a casting, I met one German man who changed everything. We instantly connected, and he introduced me to Dubai real estate. He mentored me and helped me understand the industry. I saw the opportunity and I took it seriously. With no connections and no background in property, I worked hard, learned fast, within 2 years in real estate, I sold 6 properties in just 2 years – breakthroughs that changed everything. That was humongous. It gave me some financial stability that led me to doing more things including my lifelong dream. With the courage and capital I built, I launched IDA Beauty September 2023 from scratch – and the results again, was mind blowing as the products became the preference of most beauty enthusiasts.

Overview and Mission: Having women as Target Market, Damilola said “Empowering women Glow-Up Worldwide as my mission has always been clear – to help women glow up confidently through beauty that inspires and transforms. Dedicated to creating a brand that celebrates diversity and inclusivity, IDA Beauty offers a range of high-quality products that cater to all skin types and tones.

“In just one year, we’ve proudly expanded our reach, connecting with women across the GCC, USA, and Africa through intentional market strategies. With strong market penetration, My brand continues to rise, fueled by purpose and results. This is only the beginning – we’re just getting started!”

Of course in just one year Idowu successfully launched 12 unique products Product Launches, Funding Rounds, Partnerships. She said, “In just one year, I successfully launched 12 unique products, each with their own variants – a project that pushed limits and proved what’s possible with vision and grit.

“Securing funding wasn’t easy, but today, IDA Beauty is gaining global recognition, with our products available on major platforms like Amazon, Trendyol, Shein, Noon, Jumia, Konga, Carrefour, Namshi, Tradling and more.

Her key Milestones include IDA Beauty Distributed across GCC, USA & Africa.

All IDA Beauty is 100% cruelty-free & vegan, halal certified, 100% organic & gluten-free

Complete face collection – from lips to eyes, designed to last 24 hours. A diverse range that celebrates all skin tones & preferences

IDA Beauty brand is proudly serving a growing clientele across the USA, African, and the GCC, while maintaining an outstanding reputation for quality and customer satisfaction. This is more than a milestone – it’s the foundation for even greater things to come. From a vision to a global beauty movement IDA Beauty is more than makeup.

Idowu loves Investing, Traveling, Cosmetic art, Gardening, Online coaching, and Shopping Adventures

Education and Certifications include HND (Higher National Diploma) in Banking and finance from Osun State College of Technology Esa – Oke Nigeria

She was into Freelance model at FP Modeling Agency Dubai, Real Estate Broker and IDA Founder/CEO 2024 till date.