- “The Me’longe story you didn’t know you needed…”
At a time when most Nigerian graduates were chasing bank jobs or anything that sounded like “multinational,” Mercy did something wild. She said No! As in, no to a ₦300k/month offer from a bank, no to all career paths her degree prepared her for, and yes to a dream that started in a noisy university hostel with ₦300 and a passion for making women feel beautiful. This is an era when no one knew how to start a hair business in Nigeria as a brand. This didn’t stop and That was the birth of Me’longe.
Back then, Mercy was just styling her friends’ hair for free. You know how it goes, right? The “Come, let me try something on your hair” types. But before long, her friends sat her down like an intervention and said, “Aunty, it’s time to start charging.” So, she did.
She called her brand Mercy’s Lounge at first, and then Me’Lounge, but somewhere along the way, a designer made a typo. It came back as Me’longe. And instead of fixing it, Mercy had a lightbulb moment. The name just… fit. It felt like there was a blend of style, personality, and a bit of “What in God’s plan is going on here?” Divine typo or not, it stuck, and so did the brand.
Today, Me’longe is one of Nigeria’s leading human hair businesses. But don’t get it twisted; it’s not because of flashy ads, influencers, or Lekki billboards. Me’longe grew the old-school way: one satisfied customer at a time. In a period where no one knew how to start a hair business in Nigeria. Mercy delivers orders herself to new customers, just to make them feel cared for. Her order workflow is completely on WhatsApp, from orders to feedback and even to those little gist and hair care advice. Her services are like those of Jumia, but with a little more vibe and some voice notes.
Mercy often says, “Customers are my brand.” And she means it. Every sale she makes is a relationship, not a receipt. People don’t just buy bundles when they make a purchase; they get to feel seen, heard, and hyped up. One customer once said, “Buying from Me’longe feels like getting a pep talk and a hairstyle at once.”
And here’s the quiet flex: by mid-2024, Me’longe had already hit its annual revenue goals. No paid ads. No celebrity endorsements. Just referrals, DMs, and a lot of intentionality and care. In such an era where everyone’s chasing viral moments, Mercy’s out here proving that trust is still the best marketing strategy.
Now, Mercy is expanding. New product lines are in the works. There are a lot of strategic partnerships in view, and even a full digital refresh is on the way. But there’s no rush at all to impress anyone. Time, planning, and intentionality are still front and center. And Mercy is staying true to what matters to her: excellence, affordability, authenticity, and female empowerment. Because, for Mercy, it’s never just been about the hair. It’s about legacy, about reminding women that they are beautiful, bold, and capable, whether they’re in the boardroom or the salon chair.
One of the most important steps in building a successful hair business in Nigeria is truly understanding your target audience. Customers are the heartbeat of your brand. For most hair businesses in Nigeria today, the primary target market is Nigerian women who are passionate about beauty, style, and self-expression.
Nigerian women are known for their love of high-quality hair extensions and their willingness to invest in styles that help them look and feel their best. Whether it’s for everyday wear, special occasions, or professional settings, hair is a vital part of their identity. To start a hair business that stands out, you need to dig deep into what your potential customers want. This means going beyond surface-level assumptions and conducting real market research—think surveys, social media polls, and even casual conversations in your community.
Pay attention to the specific needs and preferences of your target audience. Are they looking for affordable price points, or are they willing to pay more for premium quality? Do they prefer trendy, bold styles or classic, timeless looks? Understanding these details will help you tailor your inventory, marketing, and services to match what your customers are actually searching for.
It’s also essential to consider factors like age, income, and lifestyle. Younger women might be drawn to vibrant colors and the latest wig trends, while older customers may prefer more natural styles. By analyzing this data, you can develop targeted strategies that speak directly to each segment of your audience.
But it’s not just about the hair—it’s about how your products make your customers feel. In the hair extension industry, confidence and empowerment are just as important as quality and price. Nigerian women want to feel beautiful, bold, and seen. Your brand should deliver not just hair, but an experience that enhances their self-esteem and celebrates their individuality.
To reach your target audience, leverage online platforms like Instagram, Facebook, YouTube, and even WhatsApp. Share videos, styling tips, customer testimonials, and behind-the-scenes content to build trust and showcase your expertise. Engage with your audience by responding to comments, answering questions, and offering personalized advice. This kind of interaction helps you create a loyal community around your brand.
Remember, if one woman can turn ₦300 and borrowed confidence into a thriving brand just using WhatsApp and word of mouth, then maybe, just maybe, some dreams really do scale with determination and a little faith.
You can find her to various social media platforms like; lnstagram and Facebook.
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