In an era where skincare trends move at the speed of a TikTok scroll and miracle products are marketed by the minute, finding a voice of reason is a luxury. Enter Hilary Taiwo—the woman who decided that Nigerian beauty deserved more than just hype; it deserves science.
With a degree in Cosmetic Science from the prestigious London College of Fashion, Hilary isn’t just another beauty enthusiast; she is an architect of skin health. What began as Hilary Says, a digital sanctuary for ingredient-focused skincare education, has now blossomed into a premium physical retail experience— Hilary Says, Lekki, Lagos— that prioritizes personalized skin health recommendations, education and transparency over trends.
We sit with the cosmetic scientist as she deconstructs the benefits of Azelaic Acid, shares her experience navigating the complexities of the Nigerian business landscape and her resilient and intentional journey from the lab to her very own beauty and skin-care store in Lagos.
Hello Hilary! Before Hilary Says Became A Trusted Skincare Platform, Who Was Hilary Taiwo? And What First Sparked Your Interest In Cosmetic Science And Skincare?
Before Hilary Says, I was simply a very curious young woman who loved science and was deeply drawn to beauty. I was that girl in university who, no matter how stressed everyone else was (showing up in sweats and sneakers), I would still come to class with my hair done, fully made up, and in heels. I’ve always cared about how I present myself, but beyond that, I was fascinated by cosmetic products, especially the science behind them rather than just the application. I wanted to understand the ingredients, the formulations, and why products actually work.
That curiosity naturally led me into cosmetic science. I hold a BSc in Cosmetic Science from the London College of Fashion, University of the Arts London, and that was where everything truly came together for me. From there, I built a career in the beauty industry, working across research, development, and retail. Over time, it became clear that I wanted to create something of my own.
What 3 Words Would You Use To Describe Yourself?
Resilient, Intentional, fun-loving.
Hilary Says Began As A Digital Education Platform. What Inspired The Transition Into A Physical Retail Space?
The transition happened very naturally. Hilary Says started as a platform where I educated people about skincare, ingredients, and how to make better decisions for their skin. Over time, I built a community of people who trusted my recommendations because they knew they were science-based and honest.
As the platform grew, I saw a clear need for more than online advice. People wanted a space where they could come in, ask questions, get proper guidance, and shop from a carefully curated selection of products they could trust. I wanted to create a physical experience that reflected everything Hilary Says stands for, education, credibility, premium service, and effective skincare. The store is really an extension of the digital platform, just brought to life in a more tangible and immersive way.
What Gap In Nigeria’s Skincare Market Were You Hoping The Store Would Fill?
One of the biggest gaps I noticed was the lack of trustworthy, science-led retail spaces. Many consumers are overwhelmed by marketing, misinformation, and endless product options, but there are not enough spaces where people can receive honest, informed guidance tailored to their actual skin needs.
Beyond that, there was also a clear gap in the kind of retail experience available. We didn’t want to create just another bland store. We wanted something that stood out, a premium shopping experience that feels calm, elevated, and zen. A space where people can slow down, explore, and truly enjoy the process of caring for their skin.
Could You Share Your Top 5 Tips For Women Starting Businesses In Nigeria?
1) Start with clarity. Know exactly what problem you are solving and why your business deserves to exist.
2) Build resilience early. Nigeria is not an easy environment to do business in, so your ability to adapt, stay focused, and keep moving despite setbacks is everything.
3) Understand and organize your numbers from the very beginning. Passion is important, but if you do not understand costs, margins, cash flow, and profitability, it becomes very difficult to build sustainably.
4) Protect your reputation. In business, trust is one of your greatest assets. Be known for integrity, consistency, and excellence.
5) Do not wait for perfect conditions. Start where you are, use what you have, and improve as you grow.
We Live In An Era Of “Skincare Trends” Fueled By Social Media. How Does The Hilary Says Store Help Customers Cut Through The Noise Of “Viral” Products To Find What Actually Works?
At Hilary Says, we always bring the conversation back to science, skin needs, and long-term results. A product being viral does not automatically mean it is effective, necessary, or suitable for everyone. Social media often encourages people to chase trends, but skin does not respond to hype, it responds to the right ingredients, the right formulation, and consistency.
We help customers cut through the noise by focusing on skin concerns rather than trends. We ask the right questions, educate them about ingredients, and recommend products based on what their skin actually needs. Sometimes that means recommending the viral product, and sometimes it means explaining why it is not the best fit. Our goal is not to follow the noise, but to help people make informed decisions that truly benefit their skin.
What Were Some Of The Biggest Challenges You Faced While Building Hilary Says From A Digital Platform Into A Physical Business?
There were several challenges. Moving from digital to physical requires a completely different level of operational complexity. Suddenly, you are thinking about retail strategy, staffing, inventory, store design, logistics, customer experience, systems, and funding— all at once.
Another major challenge was maintaining the same level of trust and excellence people associated with Hilary Says online while building something physical and scalable. I wanted the store to reflect the brand properly, not just exist for the sake of expansion.
Like many entrepreneurs in Nigeria, I also had to navigate the realities of building within a tough economic environment. But I think every challenge strengthened the vision and forced me to become even more intentional about the business I am building.
Running A Business Centered On Beauty And Skin Can Sometimes Come With Pressure. How Do You Personally Define Beauty?
For me, beauty is not perfection. Beauty is confidence, presence, and authenticity. It is the way someone carries themselves when they feel comfortable in their own skin.
Working in this industry has only reinforced for me that beauty should not be about unrealistic standards. It should be about enhancement, self-expression, care, and confidence.
The Most Underrated Skincare Ingredient In Your Opinion?
Azelaic acid.
I think azelaic acid is incredibly underrated because it is such a versatile ingredient. It can help with acne, post-inflammatory hyperpigmentation, redness, and uneven skin tone, and it does all this while generally being well tolerated by many skin types.
What Does Your Skincare Routine Look Like on a Typical Day?
My skincare routine is a lot (laughs). Hyperpigmentation is honestly the bane of my existence, so I’m very intentional about how I treat it.
In the morning, I start with a hydrating cleanser—either the Prequel Gleanser Non-Drying Glycerin Cleanser or the Allies of Skin Molecular Silk Amino Hydrating Cleanser. Then I go in with Sesderma Sensyses Lightening Cleanser as my toner.
For serums, I layer based on what my skin needs that day. Sometimes it’s hydration, like Medik8 Hydr8 B5 Intense; other times it’s a vitamin C serum like SkinCeuticals C E Ferulic or Medik8 Super C Ferulic. On alternate days, I’ll use either a niacinamide or azelaic acid treatment, like La Roche-Posay Mela B3 Serum or Dermatica Azelaic Acid 20% Cream.
I moisturize with Sesderma Azelac RU Cream Gel and, of course, finish with sunscreen—Sesderma Azelac RU Luminous Fluid Cream SPF50. Sunscreen is absolutely non-negotiable for me.
At night, I keep things just as intentional. I start with the same hydrating cleanser, then alternate my toning step between Paula’s Choice 2% BHA (about 3–4 times a week) and Sesderma Sensyses Lightening Cleanser on other nights. I exfoliate 2–3 times weekly using the Prequel Multi-Acid Milk Peel AHA Exfoliating Solution.
For hyperpigmentation, I rotate between Sesderma Azelac RU Serum and Sesderma Hidroquin Depigmenting Gel. I also use a retinoid—Medik8 Crystal Retinal 20—about five nights a week.
To finish, I moisturize depending on how my skin feels. It could be Sesderma Factor G Renew Rejuvenating Cream, Inn Beauty Project Extreme Cream, or Ole Henriksen Strength Trainer Peptide Boost Moisturizer.
What Would You Like The Future Generations Of Nigerian Women To Know About Your Journey And The Power Of Entrepreneurship?
I would like them to know that it is possible to build something meaningful, even if you start small. You do not need to have everything figured out before you begin. What you need is vision, courage, discipline, and the willingness to keep going even when things are difficult.
Entrepreneurship is powerful because it gives women the opportunity to create value, solve problems, generate wealth, and shape industries. But it also requires sacrifice, patience, and resilience. My journey has taught me that growth is rarely linear, and success is often built through many quiet, difficult seasons that people do not see.
What Long-Term Vision Do You Have For Hilary Says, And Where Do You See The Brand In The Next 5-10 Years?
My long-term vision for Hilary Says is to build one of Africa’s most trusted beauty and skincare ecosystems. I do not just want Hilary Says to be known as a store; I want it to be known as a destination for science-backed skincare, education, innovation, and premium beauty experiences.
In the next 5 to 10 years, I see Hilary Says growing beyond one location into a strong multi-location retail brand, with deeper presence in distribution, advanced skincare services, and eventually proprietary product development. I also see us continuing to shape how consumers in Nigeria and across Africa engage with skincare; with more education, more transparency, and higher standards across the industry.
At the heart of it all, I want Hilary Says to remain trusted. Growth is important, but trust is the foundation. That is what I want the brand to be known for, no matter how far we grow.
