House of Tara International

What House of Tara International does

House of Tara International is a Nigerian color cosmetics and beauty services company founded in 1998 by Tara Fela-Durotoye, recognized as Africa's first indigenous makeup brand. The company operates three integrated business streams: the Makeup Studio division providing professional bridal and event services across 27 owned and franchise studios in 11 Nigerian states; the Makeup Academy, established in 2004 as Nigeria's first formal makeup training institution offering courses from N60,000 (Summer Boot Camp) to N262,100 (Professional Makeup Course) and having certified over 20,000 makeup artists; and the TARA Product Line, a portfolio of color cosmetics formulated specifically for melanin-rich skin tones, spanning foundations (TM311-TM331, TF309-TF316 series), the Queen Amina II eyeshadow palette, SPF 45 sunscreen with aloe/rosewater, dual powders with vitamin E, and partner sub-brands BL BY DIDI and HEGAI & ESTHER. Products retail at N2,520-N25,000 per SKU.

The business model combines direct-to-consumer retail through owned studios, a franchise program, a grassroots distribution network of 15,000+ independent Beauty Reps who purchase wholesale and resell, an e-commerce storefront on WooCommerce, and partnerships with retailers including Studio24 (in-store 'House of Tara Express' service counters) and MedPlus/Casabella stores. Revenue is generated across product sales, professional makeup services, training tuition, and franchise/license fees. A 194,000+ combined social media following and the annual '1000 Voices' National Summit support community-led demand generation. The company is founder-owned and operated, with an advisory board including Mrs. Ibukun Awosika and other prominent Nigerian business leaders; no external institutional investment has been disclosed. Stated geographic expansion intent covers South Africa, Kenya, and Ghana.

Name

House of Tara International

Legal name

House of Tara International

Website

https://houseoftara.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

House of Tara International is Nigeria's pioneering indigenous color cosmetics brand, operating 27 owned/franchise makeup studios, a professional makeup academy, and the TARA product line formulated for African skin tones, distributed via 15,000+ beauty reps and e-commerce.

Ownership category

akta.pro rank

Product category

Color Cosmetics / Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup for Photography/Headshots (HSALAHAO), Editorial/Fashion Makeup (HSALAHAD)

Keywords

• Color cosmetics
• Professional makeup services
• Makeup artistry training
• Beauty franchise
• Ethnic skincare formulations

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices15 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. TARA Product Line Sales: Sale of color cosmetics including foundations, lipsticks, eyeshadows, concealers, powders, and makeup tools through owned stores, e-commerce, and beauty rep network.
2. Makeup Studio Services: Professional makeup services offered at company-owned and franchise studios, including bridal makeup and event makeup services.
3. Makeup Academy Education: Revenue from makeup training courses including Basic Beauty Makeup (N123,370), Professional Makeup Course (N262,100), Advanced Makeup Course (N161,770), and Summer Beauty Boot Camp (N60,000).
4. Franchise Fees: Franchise model allowing entrepreneurs to own and manage House of Tara studios, providing brand access, training, and operational support.
5. Beauty Rep Network: Independent beauty representatives purchase and resell TARA products, generating revenue through wholesale relationships.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

House of Tara International sells its own TARA brand of color cosmetics (foundations, lipsticks, eyeshadows, powders, sunscreens, setting sprays, eyebrow products, and beauty tools) directly to consumers through owned studios, an e-commerce platform, and a 15,000+ Beauty Rep reseller network. The company also delivers professional makeup services via its 27 owned/franchised studios and runs a Makeup Academy that trains aspiring professional makeup artists through certified courses.

Product overview

House of Tara International is a multi-platform beauty company operating three primary divisions: The Makeup Studio (professional makeup services), The Makeup Academy (professional training), and the TARA Product Line (cosmetics and professional makeup kits). The company offers a comprehensive portfolio including foundations (Full Coverage, Medium Coverage), color cosmetics (lipsticks including Funke and Kiss Kiss, eyeshadows including Queen Amina II palette), face products (dual powders, setting sprays, bronzers), and tools (eyebrow products, liners, beauty blenders). The TARA brand also includes partner sub-brands like BL BY DIDI and HEGAI & ESTHER. Beyond retail products, the company operates a franchise model with 24+ studios and a Beauty Rep program with 15,000+ representatives.

Differentiator

Problem solved

Functional benefit

Brands

• BL BY DIDI: Partner product line including lip pencils, beauty blenders, brow tints, and mixing palettes.
• HEGAI & ESTHER

Products and services

• TARA Full Coverage Oil-Free Foundation Professional-grade oil-free foundation providing complete coverage, available in multiple shades (TM311-TM331 series) formulated for diverse melanin-rich skin tones. Sold directly to consumers via owned studios, e-commerce, and Beauty Rep network.
• TARA Medium Coverage Foundation Lightweight foundation offering moderate coverage for a natural finish, available in TF309-TF316 series, formulated for African and melanin-rich skin tones.
• TARA Gold Dual Powder Limited edition dual-finish powder and foundation combination with gold packaging; combines full-coverage powder and foundation with integrated sunscreen, Aloe Vera and Vitamin E for natural finish on dark skin tones.
• TARA Eyebrow Pencils Brow pencils in Light Brown, Brown, and Dark Brown for defining and filling eyebrows, formulated to suit African skin and hair tones.
• BL BY DIDI Beauty Blender Unique edgeless beauty blender for smooth, streak-free makeup application that minimizes product waste; sold under the BL BY DIDI partner sub-brand through House of Tara's online shop.
• Professional Makeup Studio Services Professional makeup application services for bridal, editorial, and special occasions delivered at company-owned and franchised studio locations across major Nigerian cities.
• House of Tara Makeup Academy Professional makeup training institution offering certified courses (Basic Beauty Makeup N123,370; Advanced Makeup Course N161,770; Professional Makeup Course N262,100; Summer Beauty Boot Camp N60,000) for aspiring professional makeup artists. Founded 2004 as Nigeria's first formal makeup school.
• House of Tara Franchise Program Licensed franchise opportunity enabling entrepreneurs to own and operate House of Tara branded makeup studios with brand rights, training, and operational support in exchange for franchise fees.
• Beauty Rep Entrepreneur Program Independent beauty representative program enabling 15,000+ women across Nigeria to purchase TARA products at wholesale and resell to consumers, with brand affiliation and entrepreneurship support.
• Queen Series Eyeshadow Palettes Eyeshadow palette line including Queen Amina II (16 shades: 12 metallic and 4 matte) and Queen Nana II, plus Tara Pro Concealers in 7 shades and 1 color corrector, launched in 2017.
• Diamond Dust Eyeshadow Limited-edition glitter/shimmer eyeshadow product co-created with artist Jide of ST OLA, debuted at The Beauty Souk event in July 2017.
• House of Tara Express (Studio24 Partnership Service) Experiential makeup service offering in Studio24 photographic outlets across Nigeria, providing clients with quick touch-ups to full bridal makeup services.

Quantifiable outcome

• Over 20,000 certified makeup artists trained
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Women in Management, Business and Public Service (WIMBIZ)coreGTM or Marketing Partner · 1 November 2022Long-term sponsorship relationship with WIMBIZ annual conference. House of Tara has been a consistent sponsor and supporter of the organization that inspires women to achieve professional development and entrepreneurial exploits. The partnership includes sponsorship of the annual conference featuring notable speakers and provides House of Tara visibility among Nigeria's leading women in business and public service.
• Studio24coreChannel Partner/ Reseller/ Distributor · 1 September 2020Studio24, a 29-year veteran in the photographic imaging industry and pioneer of in-house photo studio make-up services in Nigeria with 30 outlets, partnered with House of Tara to create 'House of Tara Express' - experiential makeup service counters in Studio24 outlets. This partnership provides Studio24 clients access to full makeup services from quick touch-ups to full bridal makeup. Phase one launched in Lagos (Admiralty Way Lekki, Awolowo Road Ikoyi, Anthony Village, Allen Avenue Ikeja, Amuwo Odofin Festac) and Abuja (Wuse 2, Gwarinpa Estate), with plans for nationwide expansion.
• First Bank of NigeriaminorGTM or Marketing Partner · 1 November 2017Sponsor and supporter of the House of Tara National Summit '1000 Voices' held in November 2017. First Bank's support contributed to the success of the event which hosted nearly 1,000 beauty entrepreneurs.
• GoogleminorGTM or Marketing Partner · 1 November 2017Sponsor of the House of Tara National Summit '1000 Voices' in 2017.
• MTN NigeriaminorGTM or Marketing Partner · 1 November 2017Sponsor of the House of Tara National Summit '1000 Voices' in 2017.
• Genevieve Pink Ball FoundationminorStrategic or Co-development PartnerHouse of Tara has partnered with Genevieve Pink Ball Foundation, a charity advocating for increased access to care, improved treatment modalities, and increased funding for quality Breast Cancer Research. The partnership aligns with House of Tara's commitment to women's empowerment and social impact.
• Jide of ST OLAminorStrategic or Co-development PartnerCollaboration with artist Jide of ST OLA to create 'Diamond Dust' product - a fabulous glitter/shimmer product launched at The Beauty Souk event in July 2017.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pat McGrath Labs: Premium professional-makeup brand built around a celebrity makeup artist. Comparable in artist-led, prestige color-cosmetics positioning targeting pro MUAs and editorial/bridal consumers.
• Mented Cosmetics: US-based DTC brand built around nude lip and complexion shades for women of color. Comparable in melanin-first formulation philosophy but operates at smaller scale and through e-commerce rather than studios and rep networks.

Broad incumbents

• L'Oréal: Global beauty conglomerate with Maybelline, L'Oréal Paris, and Lancôme, actively expanding into African markets. Represents the deep-pocketed competitive backdrop against which House of Tara must defend share.
• Fenty Beauty (Kendo / LVMH): Launched by Rihanna with a 40-shade foundation launch that reset industry expectations for inclusivity. A broader incumbent with vastly greater capital that competes directly for the same African/melanin-rich consumer demographic.
• Estée Lauder / MAC Cosmetics: MAC is a global professional-makeup brand competing in the same studio and pro-artist channel House of Tara's academies feed into. A broad incumbent whose product range and global distribution dwarf House of Tara's.
• SheaMoisture (Sundial Brands / Unilever): Heritage brand serving Black and African-diaspora consumers in personal care. Comparable in cultural positioning and consumer base; now part of Unilever with material capital and distribution advantage.

Direct peers

• Avon Products: Iconic direct-sales beauty brand whose representative-led distribution model is the closest structural analog to House of Tara's 15,000+ Beauty Rep network, though Avon operates globally and across many categories.
• Mary Kay: Beauty company built around an independent beauty consultant salesforce and bundled education, training, and products. Closely analogous to House of Tara's combined Makeup Academy + Beauty Rep + product model.
• IMAN Cosmetics: Founded by Iman Abdulmajid, IMAN is one of the longest-standing cosmetics brands formulated specifically for women of color and melanin-rich skin tones. Directly comparable in product positioning and target consumer to House of Tara's TARA line.
• Black Opal Beauty: Long-running inclusive beauty brand with foundations and complexion products developed for deeper skin tones. Closely comparable product assortment and target demographic to House of Tara's color cosmetics range.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/houseoftara?lang=en
• YouTubeyoutube.com/channel/UCCwv7JLqT8cY_DEftWb5liQ
• Facebookfacebook.com/houseoftaraintl
• Instagraminstagram.com/houseoftara_intl/?hl=en
• LinkedInlinkedin.com/company/house-of-tara-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about House of Tara International