Yemi Alade Opens Up on Yem Beauty, Her Evolution, and Embracing African Identity

Over a decade into her career, Yemi Alade remains one of Afropop’s most formidable forces. Since “Johnny” became a continental hit in 2014, the singer has built a lively, genre-blurring catalogue that spans six studio albums, performed on some of the world’s biggest stages, and collaborated with global icons including Beyoncé and Angélique Kidjo. Her most recent album, “Rebel Queen”, released in July 2024, blends Afrobeats with amapiano and reggae influences, a jubilant, self-assured statement from an artiste still expanding her sonic range.

 

But this year marks a different kind of expansion for Yemi Alade. On August 21, she launched Yem Beauty, a brand that promises high-quality, long-lasting makeup designed for the modern African woman. It’s a venture that has been four years in the making, born out of her personal frustration with finding reliable products that could withstand the rigors of stage lights, travel, and long workdays.

 

Much like Rihanna’s pivot from pop dominance to building Fenty Beauty, Yemi’s move into the beauty world feels like a natural extension of her creative universe. The ambitious and deeply personal venture places her among a growing number of African entertainers and celebrities diversifying into beauty and lifestyle brands, though few have approached it with her level of patience, preparation, and precision. A month after the launch, Yemi Alade posted a candid reflection on Instagram: “One of my biggest struggles during this journey was my quest for perfection and the fear that this beauty brand would not become a reality.”

 

The birth of Yem Beauty marks a significant evolution in Yemi’s journey as both an entrepreneur and a creative force. While music remains her first love and primary calling, this new pursuit reflects her desire to create tangible, lasting products that extend her artistic vision beyond sound, an attempt to make beauty as expressive and empowering as her music.

 

The timing feels symbolic. At the tail end of 2024, her song “Tomorrow” earned a Grammy nomination for Best African Music Performance — her first as a solo artiste without international features. It’s a career-defining milestone, yet Alade has chosen to step into an entirely new industry where she’s, once again, starting from nothing. She calls herself “an up-and-coming brand in beauty,” a humbling declaration from one of Africa’s most recognized pop stars, and a reminder of her enduring commitment to growth and reinvention.

 

The parallels between her music and her business ventures are unmistakable. Just as her sound has evolved — more layered, more confident — Yem Beauty mirrors her creative maturity and her understanding of what African women truly need. Both worlds demand consistency, authenticity, and courage; qualities that have defined Yemi Alade from the start.

 

Beyond the ventures and accolades, what remains most fascinating about Yemi Alade is her authenticity. She’s unapologetically African, unapologetically herself, and unapologetically ambitious. Whether she’s collaborating with other artistes, commanding global stages, or perfecting beauty formulas in a lab, she moves with the assurance of someone who knows her worth and refuses to wait for permission to expand her empire. She describes herself as “outstanding and African at the same time,” a phrase that captures her brand ethos and the essence of her entire career.

 

In this exclusive conversation with The Nollywood Reporter, Yemi Alade reflects on more than a decade in Afropop, the four-year development journey behind Yem Beauty, what her Grammy nomination truly meant, and how she’s navigating the balance between artistry , entrepreneurship, and evolution, all while building something meant to last.

 

TNR: You’ve been one of Afropop’s defining voices for over a decade. At this stage of your journey, how would you describe where you are, both musically and personally?

Yemi Alade: Yeah, it’s been over a decade. For me, my relationship with Afrobeats has been professional for over a decade and, personally, I see myself continuing in that relationship with Afrobeats and making music in general. I’m at the point where I am making music that 100% resonates with me, music that has a mission in this world. It’s not just for “Vibes and Insha Allah” or those things anymore. Music with a message, because I feel like a lot of people can be healed through it. Music is a weapon, and I intend to use mine, whether it’s to provide happiness, consolation, to be with people, or to voice their pain and assure them of a promise of better relief.”

 

From “Johnny” to now, your sound and presence have evolved in remarkable ways. What would you say has changed the most about your artistry  and outlook since those early breakout years?

I mean, in life, the number one thing that must always happen is evolution. You either evolve with the times, or you get lost in time. Even before becoming a musician, I realized that every day there’s something new about me, and that has reflected in my music. I’m not the same girl I was ten years ago. Of course not. If I were the same girl, it would mean I hadn’t grown at all. I’m more adventurous with my sound and more confident in who I am. I believe all of this reflects in the kind of music I make and the person I am today.

 

Congratulations on the launch of Yem Beauty. What inspired you to expand your creativity into the beauty space?

Thank you! I’ve always believed that fashion, music, and beauty are inseparable; there’s no fashion without beauty, and no beauty without music. They all go together like a mega sandwich. Touring the world as a performing artiste, I often found myself hunting for makeup brands that could keep up with the demands of stage performances and appearances. I’ve always been involved with makeup in some way, but creating my own beauty brand became a priority.

 

My goal was to make a product that is high-quality and long-lasting. On stage, after performing and sweating through engagements, most makeup disappears. I wanted something that a working-class woman could apply early in the morning and not worry about touch-ups all day. It had to be effective, safe and reliable, something that sticks with you.

 

That’s how Yem Beauty came to life. It took me about four years of research, testing ingredients, and learning all the do’s and don’ts to ensure the products were safe, effective, and long-lasting. I wanted to create something tangible, something people could hold onto, a piece of me beyond my music. Music touches people, but it’s intangible. With Yem Beauty, people can hold a piece of me in their hands.

 

You just have to do it. Stop procrastinating, stop chasing perfection. I was chasing perfection for a long time, and while I can say I almost got it, the truth is there’s no such thing as perfect. I’m just happy it’s finally out there. The reception has been beautiful, from Nigeria to the United States. We’ve even received requests from Canada, though we don’t ship there yet. It’s been such a blessing. Being an entrepreneur and self-sponsoring the entire project hasn’t been easy, but it’s incredibly rewarding to see it come to life. I’ve gained even more respect for business owners; it’s not easy at all.

 

What insights or lessons from your years in music have proven most useful in building a brand like Yem Beauty?

I’d say three major things. First, surround yourself with people who truly see your vision. Second, be clear about what you want; that’s the only way you can build something that aligns with that vision. And third, just do it. Start and figure it out as you go. There’s no perfect time to begin; the only time that exists is the one you create.

 

What has been the most fulfilling part of building something outside of music, and what challenges have pushed you the most in this new venture?

That’s a very good question. As a musician, I’ve met so many people who love me for my music and my artistry . They often tell me how my songs have been with them through different stages of their lives and helped them get through tough times. But stepping into the beauty industry felt like starting all over again — like being a newcomer. I’m an up-and-coming brand in beauty; the same way I was once an up-and-coming artiste in music.

 

The difference is that I understand now that when challenges come, the only way to grow is to go through them and not around them. That mindset has kept me grounded in this new space.

 

The most fulfilling part for me is hearing genuine feedback from real people who have used Yem Beauty products. Whether they message me directly, leave reviews on the brand’s page, or write on the website, those honest words mean the world to me. We’ve had people from London saying, ‘This is the fastest delivery I’ve ever received,’ others saying, ‘It blends so nicely,’ or ‘I applied it in the morning and by night, it was still perfect, I didn’t need to reapply.’ Hearing that confirms that the product is doing exactly what I created it to do. Those are the 360° moments for me.

 

Of course, it’s not without challenges. Being a self-sponsored brand owner and a newcomer in the beauty world is very different from music. In music, I already understand the terrain but, in business, especially in Nigeria, I’m learning everything from scratch. There are new systems, new documentation processes, and a completely different kind of hustle. I won’t call them setbacks, just new lessons. Every day, I’m learning something new.

 

You’ve built one of the most consistent discographies in Afropop. What keeps you inspired and creatively driven after so many milestones?

Honestly, I think I’m my biggest inspiration. I say that because even on days when I tell myself, ‘I don’t want to do music anymore,’ I quickly realize, what else would I do? This is what I’m called to do. It comes naturally to me, and every time I create, it feels like I’m building a whole new world with my own hands.

 

Music makes me feel like a vessel, like I’m fulfilling a divine purpose. It’s my biggest calling in life right now, and I’m committed to giving it everything within my reach, by the grace of the Almighty God.

 

Your song “Tomorrow” earned a Grammy nomination for Best African Music Performance, a proud moment for Afrobeats and African Pop. What did that recognition mean to you personally, and what do you think it represents for your journey so far?

I felt that the Grammy nomination for ‘Tomorrow’ wasn’t just for me; it resonated with so many people. It made what once seemed impossible feel possible. It became a symbol of hope, of aspiration, and of dreams that can truly come to life.

 

To be nominated as a solo artiste, without any foreign collaboration, by one of the world’s most prominent music institutions, is no small feat. I don’t take it for granted at all; I’m deeply thankful for the opportunity and the recognition it brought.

 

I’ve been previously nominated as a featured artiste on other projects, from Beyoncé’s to Angelique Kidjo’s, and I even had a Latin Grammy nomination. But this one felt different. This one was personal. It felt like a ‘take your crown’ moment for me.

 

Many people see you as a bridge between older and newer generations of African pop. How intentional have you been about maintaining that balance, staying relevant while staying true to your sound?

(Laughs) That’s such a lovely way to describe it, but honestly, I don’t know who gave me that position because I didn’t apply for it! Maintaining that balance isn’t my work. I don’t see it as a responsibility I consciously took on.

 

That said, however people choose to see me or my music, as long as it’s from a place of positivity and it contributes to something good, I’m grateful for it. Through the years, I’ve just focused on being myself. I make music based on how I feel, what I hear, what I know, my environment, my past, my present, and even my hopes for the future. I’m simply existing as myself, and that authenticity is what continues to shape my sound.

 

Can you share anything about what’s next, the direction or ideas you’re exploring for your next project?

I mean, funny enough, in line with your previous question, the one thing I’ve done recently that could count as a bridge is my new song with the amazing Fave, “Worry.” I remember sometime around 2019 or 2020, I put out a call saying I wanted to sign a female artiste. Apparently, Fave was one of the people who sent in their demos. I didn’t even know until much later, maybe last year, that she had applied. My email was flooded back then, so I never got to hers.

 

Working with her now seems like things are coming full circle. She’s incredibly talented, her voice is straight from heaven, and making music with her was such a joy. We actually recorded a few songs that day, but “Worry” was the one that inspired the movement for these songs. I’m really glad we made it happen, and I hope when people hear it, they feel all the emotion and honesty that went into creating it.

 

Between touring, creating music, and running a business like Yem Beauty, how do you stay grounded? Who is Yemi Alade behind all of these roles?

The people around me are one of the biggest reasons I stay grounded. But even with that, I know that if I’m not personally grounded, there’s only so much they can do. So for me, I make it a point to create a me-time, time to do the things I love, but often can’t because of work. That could mean staying home all-day watching movies, going out to discover new restaurants, or even taking a trip somewhere I can’t be reached for a few days.

 

My family also plays a huge role; they’re my life force. And my relationship with God keeps me centered. I’m not the perfect Christian, but I’m a child of God doing my best. Altogether, these things remind me that beyond everything else, the tours, the music, the business, I’m just a human being blessed with the chance to reach people through my art.

 

When you think about this new chapter — the artiste, performer, and entrepreneur — what do you ultimately want it to say about Yemi Alade?

I want it to show that I’m proudly African and outstanding at the same time, unapologetically so. Everything I do, whether it’s music, performance, or business, reflects that. It’s outstanding. It’s the standard.