Herstory: Nigerian Women Founders is a 21 Magazine original series launched in March 2024 as a tribute to Women’s History Month. This captivating series delves into profound interviews with Nigerian women who have fearlessly founded brands and companies within the dynamic landscape of our economy. Through compelling narratives and insightful conversations, we illuminate the remarkable journeys, challenges overcome, and triumphant successes of these visionary leaders. Join us as we showcase the resilience, innovation, and impact of Nigerian women in shaping our shared future.
I’ve always been curious about the origin story of The 21 Magazine. When I first stumbled upon its Instagram page in 2020, I felt an instant spark of excitement. A Nigerian magazine with the same vibe as staples like Teen Vogue and Cosmopolitan, which colored and shaped so much of my girlhood? Jackpot.
The 21 Magazine arrived in my life at a pivotal moment—just as I was transitioning from my teenage years into my twenties. By telling and amplifying the diverse stories of women who looked like me and with whom I was in community with, 21 became more than just a magazine. It felt like a guiding presence—a big sister or cool aunty—lovingly ready to share wisdom, humour and the tools to navigate the complexities of these 20 somethings without judgement. It told the stories my Western faves never could, offering a sense of community and representation my teenage self longed for.
When the magazine put out its first call for volunteers, two incredible things happened: I began my journey with a media platform that was touching the lives of countless girls and women, and I got to know the brilliant mind behind it all—Fifunmi Osinubi.
Having worked with Fifunmi for nearly five years, I can say with certainty that her brilliance is unmatched. It shines in how she champions women, nurtures The 21’s community, and leads her team with warmth and purpose. It’s rare to meet someone who not only discovers that *thing* that lights their soul up, but pursues it with relentless dedication, sharing that light with others. Witnessing Fifunmi’s journey has been nothing short of inspiring.
As The 21 Magazine celebrates Women’s History Month, shortly after her 5th Anniversary on December 21st, 2024, there’s no better time to hear the story of the woman who, with grace, grit, confidence, and unwavering passion, has built a platform that continues to amplify the voices of African women and leave an indelible mark on the media space.
Hello Fif! Please we want to know more about you and your background in the media.
Hi Udo! My name is Fifunmi Osinubi, though most people know me as Fifi Osinubi. I’m the founder and CEO of The 21 Magazine. I’ve always been creative; it’s at the core of who I am, and I pride myself on being a unique, out-of-the-box thinker, which I believe reflects in our work at 21 MAG. In Year 8 (JSS2), I discovered my passion for writing, graphic design, and more. In fact, that year, I created my first 400-page physical magazine called Bubbles. It was women-focused and featured a mix of cut-out excerpts from magazines like Marie Claire, Cosmopolitan, and Teen Pop, combined with original articles I wrote and interviews I conducted with my classmates. LOL, trust me, I had time… and I was dedicated! When I put my mind to something, I must see it through.
So, you could say I’ve always wanted to own a magazine. I guess I’ve always known what I wanted to do. I was an art student in High school, and I went on to major in mass communication and public relations at university.
Amazing! If you could sum up who you are in three words, what would they be?
If I had to describe myself in three words, I’d say I’m strong-willed, ambitious, and whimsical.
What inspired you to start The 21 Magazine? I am particularly curious about your choice of name ’21 Magazine’.
Hmm, I always describe it as an epiphany. I was in my final year of university when I first created the Instagram page. Back then, I didn’t even have a clear direction for it. In fact, it was initially called The Indigo Booth. I didn’t have a concrete plan; I was just figuring things out as I went along. My only goal at the time was to create a platform where young girls—especially African girls—could feel seen and heard.
At the start, I focused on creating and scheduling Instagram content that resonated with me because I was my own first target audience. I was about 22 then, and as I kept going, the vision began to solidify. One day, I was talking to someone, and I said out loud, “How does 21 Magazine sound?” It just came to me, almost like it had been waiting for me to discover it. That’s why I always say it felt like an epiphany.
I absolutely loved the name because it resonated deeply with me, and I felt it would connect better with young women—though ultimately, the magazine is for all women. 21 Magazine is named after the age 21, a significant milestone in life. It’s when you start to feel grown and ready to take on life’s challenges and complexities.
While our primary audience is young African women, the magazine is meant to inspire and uplift women from all walks of life.
I’m sure starting a digital publication like The 21 Magazine wasn’t without its unique challenges. What were these challenges, and how did you overcome them?
In our early stages, we had no staff because I simply couldn’t afford to hire anyone. I relied on contributors who generously volunteered their time for free. This period was a turning point for The 21 Magazine. I vividly remember putting out a call for volunteer writers and receiving over 90 responses. It was shocking to me that so many people were willing to dedicate their time without pay. It was thrilling but also overwhelming.
The challenge back then was that I was just one person trying to manage it all—vetting, hiring, training, and staying on top of things with so many volunteers. Even now, that’s still a challenge I face. As the CEO of a small company, nothing happens unless I make it happen. Everyone has to check in with me before moving forward, and while that ensures quality, it also overwhelms me to the point of burnout at times. But hey, that’s entrepreneurship for you.
Another challenge was securing funding to sustain the company. Publications, especially women-owned ones, are often undervalued in this part of the world. As a female founder, it’s been incredibly difficult to get the support and resources we need to grow.
Juggling my corporate job with The 21 Magazine was also a major challenge. At the time, I was working as a strategist in PR firms, and it was tough to prioritize one over the other. Eventually, I made the leap and decided to focus entirely on the magazine.
Entrepreneurship is full of risks and often brings little reward at the start, but my motto is that consistency pays off. I strongly believe in the idea of seasons—there’s a planting season and a reaping season—and understanding which season you’re in is key to success.
What’s an accomplishment of The 21 Magazine that you’re most proud of?
From the bottom of my heart, I feel so proud and privileged to have created a publication that resonates with so many women. It’s such a “pinch-me” moment sometimes.
We receive a lot of messages, DMs, and emails from women sharing how grateful they are for our content. Hearing that it makes them feel seen and understood is everything to me because that’s exactly why we exist: to create meaningful content, foster community, and host impactful events that cater to African women, empowering them to live authentically and fully.
One accomplishment I’m especially proud of is our events this past year. From the first edition of LIFT, which raised awareness about breast cancer among young women, to the launch of our Big Sister Project initiative, where we donated items to two orphanages with the help of our amazing community, it’s been so fulfilling to host events that truly make a difference.
And we’re just getting started. There’s so much more in store, and I can’t wait to bring all these ideas to life!
In your opinion, how has the publication impacted the lives of millennial and Gen-Z women in Africa?
I think The 21 Magazine has had such a meaningful impact on millennial and Gen-Z women in Africa because it offers them a platform where they feel seen, understood, and represented. In a world where African women are often excluded from the narrative, we’ve created a space that centers their voices, their stories, and their unique experiences.
Our content touches on the real, everyday joys and challenges of being a young African woman—whether it’s navigating careers, relationships, or self-discovery. Beyond content, we’ve fostered a community that connects women, makes them feel less alone, and empowers them to live authentically.
Through initiatives like LIFT, Girls Girls Girls, and The Big Sister Project, we’ve also taken the conversations offline. I think what sets us apart is our ability to make women feel like this is a space for them, crafted with care and intention to uplift and inspire. It’s incredibly rewarding to know that we’re helping to shape a generation of women who are confident, self-aware, and unapologetically themselves.
I’ve witnessed the astounding growth of 21 Magazine and I am super excited for its future. Are there any upcoming projects or initiatives you’re particularly excited about?
Whew. I have so much planned—God help me. But I’m learning that life is really a marathon, not a sprint. While I feel like I’m in a rush to accomplish so much, I’m also realizing the value of pacing myself.
For 2025, we’ll be focusing a lot more on visual content, so get ready for a whole lot more in that area. What I’m most excited about, though, is the second edition of LIFT. Trust me, y’all aren’t ready—it’s going to be bigger, better, and an overall wholesome experience.
We’ve also got a lineup of exciting IRL events, and I honestly can’t wait to bring them to life.
Five years in the game, any advice for women looking to pursue a career in the media or start their own women’s publications in Nigeria?
First and foremost, make sure it’s something you’re truly passionate about—not just something to pass the time. Without passion, it’s easy to give up when things get tough. I know it sounds cliché, but Rome wasn’t built in a day. You have to stay consistent, determined, and willing to put in the work.
Also, get a mentor! Whether it’s a woman in your field or someone from a different industry you admire, having a mentor is invaluable. I recommend finding someone in the same field, as they’ll be better equipped to coach and guide you through industry-specific challenges.
Noted! Please give women starting businesses in Nigeria, your 5 top tips on how to hit the ground running as an entrepreneur.
One: Ensure you register and trademark your business name. This gives you legal ownership and peace of mind as you grow.
Two: Make sure you actually understand your target audience and competition. Do thorough research!
Three: You know we’re living in the digital age, so having an online presence is important. Not just on Instagram, but on many other platforms that can help your business grow.
Four: Create a solid business plan. This will give you a clear direction on how you want to grow and attract investors.
Five: Find a mentor. I emphasize this so much because having someone to guide you could save you from making mistakes I made early in my career.
Fif, with how woman-centric your work is, you inspire a lot of women. So, we really want to know, who are the women inspiring you, and why?
I’m constantly inspired by so many incredible women and their journeys! Bella Disu, the Executive Vice Chairman of Globacom; Uche Eze, the founder of Bella Naija; Melanie Perkins, the co-founder and CEO of Canva; Ayomide Dokunmu, the founder of Femme Africa; and Subuola Oyeleye, the founder of Beauty Hut Africa, are all women whose work I admire. Each of them is excelling in their respective fields, and their stories inspire me!
Can you share a fun fact about yourself that many people wouldn’t know?
I create and design all the social media templates for 21 MAG. Honestly, I think I might enjoy stress and wahala because, with everything already on my plate, constantly curating for social media can be exhausting. But graphic design is something I genuinely love, so I always find myself coming back to it, no matter the toll it takes on me.
Anyone in Media knows that it is a time-demanding lover. How do you balance your personal life and the demands of running a digital publication?
Balancing my personal life with the demands of running a digital publication is something I prioritize because I refuse to let my personal life suffer for my business. I rely heavily on creating detailed schedules to ensure my personal plans don’t clash with work commitments. Another thing is building a strong, reliable team that can handle the demands of the job even when I’m not physically present (though they still somehow manage to text me anyway—LOL). It’s all about setting boundaries and trusting the people you work with.
What role do you think digital media plays in shaping the narratives of African women today?
Digital media provides a platform for us to share our stories, redefine stereotypes, and showcase the diversity of our experiences to a global audience. From social media to digital publications, African women are using these spaces to highlight their achievements, advocate for important issues, and connect with one another in ways that weren’t possible before. It’s empowering to see how digital media is amplifying our voices and giving us control over how we’re represented.
What common misconceptions about running a digital publication do you wish to dispel?
First things first – a digital publication is NOT a blog, please! Many people assume it’s just about posting content online, but there’s so much more to it. It involves strategic planning, consistent creativity, managing a team, analyzing data, and staying relevant in a fast-paced digital landscape. Another misconception is that it’s not as demanding as running a print publication, but the digital space requires constant adaptability, innovation, hard work, and dedication.
How do you ensure that 21 Magazine remains inclusive and represents diverse voices and perspectives?
Inclusivity at 21 MAG starts with the team itself. I’m committed to hiring women from all walks of life, including diverse sexualities, views, religions, and beliefs. By building a team that reflects this diversity, we’re better equipped to represent various voices and perspectives in our content. It’s not just about ticking boxes; it’s about creating a space where every woman feels seen, heard, and valued.
What has been the most rewarding part of your journey with The 21 Magazine so far?
I spoke to about 100 young girls recently for International Day of the Girl Child about my journey as a female founder and entrepreneur. It was so rewarding getting to do that! Creating a platform that resonates deeply with women and young girls has also been rewarding. The messages I receive about how our content impacts them always warm my heart and make the journey even more meaningful. It’s fulfilling when the team is out conducting interviews at events and we run into members of our community. I’m always in awe when people say, ‘21 MAG? Omg, of course, I know the magazine!’ It still feels surreal to hear it.
If you could go back in time, is there anything you would do differently in your career or with 21 Magazine
Hmm, I’m not entirely sure, to be honest. I believe we’re exactly where we’re meant to be right now. But if I could change one thing, I would’ve gotten a mentor earlier and worked to diversify our content across all platforms at once rather than focusing on just one. As for my career, I would’ve pursued my MBA before building the magazine instead of after.
