Words by- Josephine Agbonkhese

A pioneer of holistic beauty and wellness, having left a flourishing career in the oil and gas sector over 15 years ago for the beauty industry, Linda Edozien needs no introduction in the Nigerian beauty and wellness circle.

The 54- year old MD/CEO of Barazahi Spa and Wellness Centre, whose looks belies her age is a walking advertisement for what she does and preaches— holistic wellness and beauty for every woman.

The proud mother of one, holds a BSc in Economics from Bradford University and a MBA from Middlesex Business School, both from the UK. She also attended the London School of Beauty and Makeup.

Allure caught up with Edozien who gave insights into why women should pursue holistic beauty, the importance of consistency in skincare routine, the dangers of skin bleaching and much more.

You’ve evolved into one of the biggest forces in the Nigerian beauty industry; what were your ambitions as a child?
My mother always says she always knew I was going to end up in the beauty industry. When others would play with different kinds of toys, my favourite as a child was always setting up a doll house. I, however, ended up studying Economics and Business, and then worked in oil and gas until fate brought me into the beauty industry.

What does beauty truly mean to you?
I have always been interested in beauty. Not just beauty on the outside but beauty from the inside. I workout everyday, at least five times a week; I always exercise. I am 54 years right now and I know a lot of people don’t really believe me when I say it. I have always been into fitness, not overworking myself but enough to keep trim. I have always been passionate about beauty; not just physical beauty but inner beauty and skin beauty. Not makeup, not camouflage or cover up. I am always interested in what is underneath all those wigs and makeup. I want to be able to go without my wigs, go without make up and still look beautiful and good. That is the kind of beauty I am interested in and I believe women should work towards being healthy; let the beauty be from within.

How has life as a beauty entrepreneur been since 2009 when you started?
It’s been quite a fulfilling journey but not without its own challenges.
Though the beauty business is getting more popular and many people are going into it these days, the economic factor in Nigeria has particularly been a huge setback for the industry because you can’t expect people to come for facials if they do not have enough money to send their children to school or even eat.
The age bracket has also been another aspect that affects the beauty. There are younger people who are thoroughly into keeping their beauty routine regular. There is a huge disparity between my generation and the younger generation; for them, beauty is a lifestyle. Most of these Gen Zs make their livelihood from beauty but my generation prioritises other things before thinking of beauty.

Continuity is an issue when it comes to skincare; how does one ensure continuity after starting a routine?
Yes, continuity might be a problem but every woman still has to set aside time for herself even if it is for body massage. Make sure you stick to it at least once a month. Allocate time for it.
Body scrub, body massage, etc., are very good for your mind and body. It’s the same thing as exercise and fitness; I have friends that started with me and dropped out. In exercise, you don’t have to do much. The key thing is consistency.

What about drinking water regularly? Is it a myth like many people think or is it important?
It’s not a myth; it’s extremely important. It’s one of the most important things to do everyday for good beauty therapy.

Have you noticed that women now whiten their skin in pursuit of beauty, and many would claim they’re only toning…
I have seen, even friends move from having beautiful skin to mix-matched skin, everything all over the place in pursuit of being fair. I don’t believe in it. I am fair by my mother being mixed race (partly Swedish and partly Nigerian); not because I am bleaching. I am not into bleaching creams and I don’t approve of it. I approve of certain things that can lighten your skin, like Vitamin C, which boosts your natural skin tone. Bleaching may look nice in the beginning but after a few years, it takes a toll on your whole body system.

In what ways precisely?
Bleaching affects the kidneys and also makes surgical procedures tedious. There are people that have died just because their skin could not be stitched properly; their skin cannot hold stitches. Another thing that is very important is that this part of the world is very sunny. These people use these bleaching creams and go under the sun without a sunscreen, which is very bad. I understand that living in this part of the world, you don’t get your right skin tone because of the scorching sunshine but it’s better to stay under the shade when it’s sunny. People should actually use a Vitamin C-based cream instead of bleaching.

When you preach the use of Vitamin C, do you mean oral intake?
I mean using Vitamin C on the skin. A lot of skin products you see today have Vitamin C. Vitamin C is a very good serum for boosting your natural skin tone. Whether you are dark or fair, it makes your skin tone pop.

More men are embracing skincare. So far, would you say there’s still a gender disproportion when it comes to people that patronise beauty parlours?
It’s amazing how men in Nigeria have embraced lifestyle; I don’t want to say beauty in particular because it is not cosmetics or skincare alone. They patronise massage parlours and also go for regular manicure and pedicure. Men are beginning to take good care of themselves. Gone are those days that men go to cut their hair and say you cannot touch their feet. Now they do spa.

Tell us about your childhood, where did you grow up?
I grew up in Ibadan. My father, who is late now, was a Professor of Economics at the University of Ibadan while my mother was a nurse. I went to International School, Ibadan and when I was 14, I went abroad for my O’ and A’ levels. I moved back to Nigeria in 1995 and started working as the Head of Corporate Affairs at Amni Petroleum; one of the biggest indigenous oil companies in Nigeria. I worked with them for 10 years. At the end of my 10th year, I knew I wanted to pursue a business in the beauty industry. So, I took time out, went to London School of Beauty and took some courses in skincare. I then came back and established my spa, Barazahi.

Academics make very interesting parents. Tell us about your dad?
My dad, Professor Emmanuel C. Edozien, a renowned economist, passed in October 5, 2019. He was a Professor of Economics at the University of Ibadan back then but later became Special Adviser to President Shehu Shagari at the time. After that, he came back and went into business. He was into oil and banking, then he was into properties before he passed on. My mum, a nurse, is retired now. She is still around and we thank God. She’s there enjoying her grandchildren.

What do you miss most about your dad?
I miss everything about my dad. He was a very selfless and kind person. Very academic too; so he pushed us to read more. He taught me so much as a person. He was never too hard on us. He respected us and allowed us to be who we want to be. He was my number one cheerleader.

Like you, a lot of women are aging gracefully these days. What’s your advice to the women who are lackadaisical about their looks, especially because they feel they’re married?
I believe maintaining how you look before marriage works both ways. The advice to look good as you were before marriage should not be for women alone but for men as well. Women should be given little leverage because they are the ones that have the children. Childbirth changes a woman’s body. That is why they are advised to try harder to get their bodies back. The men should also look after themselves as well. I don’t believe it’s only the looks that makes the marriage work though. Other things are important in marriage.

What do you do daily to look these amazing at 54?
Drink a lot of water, exercise and watch your diet. The older you get, the more you need weight training. A lot of women think that when you do weight training, you develop muscles like a man. That’s not true. The older you get, the more weight and toning of muscles you need. I don’t really believe in starving yourself. If you eat much today, eat less tomorrow. Watch your carbohydrate and protein intake. Because I’m a foodie, I work out a lot. But I also watch what I eat. I try to tone down Mondays to Fridays, and then spoil myself at the weekend. And of course, I love champagne.

Describe your style…
For me, style is very simple. I like very classy style, and I also love elegance. I hardly wear a lot of colours. I’m, however, trying to add more colour to my life. I don’t believe in showing both cleavage and legs at the same time. If I am wearing a mini skirt, then I must wear a covered top and if I am wearing a top that shows my cleavage, then my legs must be covered; meaning I will wear a longer skirt or pair of pants.