Afro-pop sensation Yemi Alade has officially joined the beauty world with the launch of her makeup brand, Yem Beauty. Launched on August 21, 2025, Yem Beauty is the realization of Alade’s lifelong dedication to artistry, individuality, and excellence. More than just makeup, the brand represents inclusivity, empowerment, and a celebration of all types of beauty.
A month after its launch, Alade marked the brand’s one-month anniversary with a heartfelt message on social media. The post provided the fans with a behind-the-scenes glimpse into the four-year journey that led to the creation of Yem Beauty, the challenges she faced in the process, and the team that stuck with her to ensure that the vision became a reality.
The Inspiration Behind Yem Beauty
For Yemi Alade, the process of creating Yem Beauty was intentional and personal. As an everyday makeup wearer, she was always disappointed with what the market was offering. Lipsticks and glosses wouldn’t last long enough, colours wouldn’t complement her skin tone, and most products couldn’t keep up with her long days of rehearsals, performances, and media appearances.
Rather than settle, Alade set out to develop a solution. Yem Beauty was born out of her desire to provide products that not only endure but also celebrate uniqueness. “This brand is a reflection of my passion for self-expression and the idea that beauty has no boundaries,” she stated.
A Long Journey to Reality
While Yemi Beauty launched this year, the brand was in development for over four years. On September 21, 2025, Yemi took to Instagram to reveal just how tough the process had been.
“YEM BEAUTY IS EXACTLY ONE MONTH OLD TODAY!! While I am celebrating this moment, I cannot help but think of the numerous people who have been on this journey with me. One of my biggest struggles during this journey was my quest for perfection and the fear that this beauty brand would not materialise,” she wrote.
She went on about how difficult it was to get everything perfect: “Don’t even get me started on how we shot this ad campaign twice and how we re-shot application videos because there were so many tiny mistakes that made such a huge dent in the overall impression of the brand.”
Her openness revealed the behind-the-scenes dedication to the flashy launch. Yem Beauty did not happen overnight; it was a product of persistence, trial and error, and determination.
A Village Effort
In marking the milestone, Yemi credited the support of her inner circle, which she fondly calls “My Peculiar People, My Village.” She said that her team and loved ones shared concepts, provided resources, and gave their time to making Yem Beauty a reality.
“It’s been four years in the journey to Yem Beauty, and to actually reach the one-month mark is an accomplishment that I do not take lightly because it very nearly did not happen. Though I’m still growing and learning, building and bringing to life this blessing in the world of makeup, I’d like to give a round of applause, a standing ovation to the Village that held me up,” she wrote.
Her acknowledgement highlights a fundamental theme at the heart of Yem Beauty: community. The brand is not just about product selling; it is about building a culture of support, collaboration, and representation.
Yem Beauty debuted with a collection of matte liquid lipsticks and lip glosses, made with high-quality ingredients for both comfort and durability. Designed to suit a wide range of skin tones, the products are designed to help wearers feel confident in expressing themselves.
The brand’s first two offerings, the Nairobi Set and the Omodada Set, are as much cultural statements as they are beauty products. The product names have African significance, further grounding Yem Beauty in heritage and identity.
In keeping with Yem Beauty’s vision, the products are cruelty-free and emphasize inclusivity. It isn’t about conforming to dominant beauty ideals but celebrating different expressions of beauty.
Why Yem Beauty Matters
The launch of Yem Beauty is significant on many fronts. Within a beauty industry still grappling with inclusivity, the brand gives representation to customers who feel they are typically overlooked. By making African identity central and creating shades that are adaptable across complexions, Yem Beauty works to disrupt beauty norms worldwide.
It also reflects Alade’s passionate artistry. As an accomplished artist and fashionista, Yem Beauty offers fans another platform on which to experience her art. The brand has the same energy that she brings to music: bold, expressive, and unapologetic.
