Today we’d like to introduce you to Tolulope Aladesuyi.
Hi Tolulope, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My name is Tolulope Helen Amusan (née Aladesuyi). Friends call me Tolu, while many of my clients know me as Helen. I am a fashion and beauty entrepreneur and a licensed cosmetologist, with a journey rooted in purpose, resilience, and vision. I originally studied Crop, Soil and Pest Management from a prestigious Federal University in Nigeria.
My entrepreneurial story began long before it had a formal name. As a teenager and throughout my college years in Nigeria, I was deeply drawn to business and value creation. I explored various ventures; working as a sales assistant in a fabric store, selling consumer goods on the streets of Lagos, trading perfumes, supplying eggs to my hostel mates, and even cooking for others. These early experiences sharpened my business instincts and laid the foundation for what would follow.
In 2011, during my final year in college, I launched my first official business: EsoAra. A jewelry business, which I formally registered in 2012. A defining moment came when I turned a ₦15,000 seed capital (approximately $15) from my mentor into profit within four hours on my very first outing, selling door-to-door across hostels. That moment affirmed my belief in possibility, excellence, and disciplined execution.
Through EsoAra, I went on to train and mentor over 100 women including undergraduates, fresh graduates, stay-at-home mothers, and corporate professionals, helping them build profitable jewelry businesses of their own. Many of these women successfully replicated the standards and excellence the EsoAra brand represented, with several becoming well-recognized names in Nigeria. The brand itself gained notable visibility, adorning top film and music celebrities and earning features connected to platforms such as Netflix and Amazon Prime.
Beyond commerce, EsoAra also powered the Make-A-Future (MAF) Initiative, a purpose-driven program designed to equip teenagers with vision, skills, and confidence. Through skill acquisition, peer mentoring, and experience sharing, MAF reached over 300 teenagers across both urban and rural communities in Nigeria, reinforcing my commitment to impact beyond profit.
In 2019, my family and I relocated to the United States. I saw the transition as an opportunity to fully pursue a long-held vision: building a one-stop fashion and beauty destination; The Helen’s Beauty Place. To bring that vision to life, I intentionally expanded my skill set, beginning with professional makeup artistry in April 2019, followed by formal training in a Cosmetology and makeup school in 2020. This broadened my expertise beyond makeup and strengthened my foundation within the beauty industry.
Since then, the journey has been both fulfilling and expansive. I have had the privilege of serving women of diverse backgrounds across the DFW metroplex, collaborating with exceptional creatives, delivering flawless bridal experiences, traveling to destination events, and seeing my work featured in local and international magazines, runways, and fashion shows. I continue to evolve as both an artist and entrepreneur.
I am deeply grateful for the journey so far and genuinely excited for what lies ahead. My passion remains centered on excellence, service, and impact and I look forward to leaving a lasting imprint on the beauty industry through my work, my vision, and the women I serve.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has certainly not been a smooth road, but it has been a deeply rewarding one.
One of my earliest challenges was building a beauty business as an immigrant mother with young children in a new city and little support. Professionally, breaking into a new market came with the constant pressure to prove myself. As a newcomer, there was an unspoken expectation to charge less, clients would readily pay premium rates for familiar names, yet undervalue my work despite the quality delivered.
There were moments I considered leaving the industry for more predictable careers, but I knew that would be choosing survival over purpose. Instead, I committed to growth—refining my skills, investing in formal training through cosmetology school, and learning from leading celebrity makeup artists. Comparison became a catalyst rather than a setback, pushing me to define my own standard of excellence.
Balancing motherhood with early mornings, long bookings, and travel has shaped my resilience and discipline. Today, those challenges are the foundation of my confidence and my commitment to building a beauty brand rooted in authenticity, excellence, and intention on my own terms.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
My work sits at the intersection of beauty, education, and brand experience. At its core, I am a licensed cosmetologist and makeup artist, but beyond providing services, I build confidence, refine identity, and create elevated beauty experiences through my work.
I specialize in luxury bridal glam, editorial and commercial makeup for TV, models, and campaigns, and soft-to-glam looks that enhance natural beauty without overpowering it and this applies for all skin type. I offer personalized makeup classes that empower women to master their routines like a pro, while also providing professional training for aspiring makeup artists looking to build skill, confidence, and a career in the beauty industry.
In addition to beauty services, I sell statement jewelry pieces through my fashion brand; EsoAra—extending my creative expression beyond makeup. This allows me to offer clients a more holistic approach to beauty and style; where makeup, accessories, and presentation come together seamlessly.
What I am most proud of is the trust my clients place in me. Many return not only for the final look, but for the experience; how confident and seen they feel. I am known for enhancing natural beauty through refined, soft-to-glam looks that are elevated, timeless, and intentional, as well as for my professionalism, attention to detail, and steady presence in high-pressure moments such as wedding days and on-set productions.
What sets me apart is my intentionality. I don’t believe in one-size-fits-all beauty; every face and every brief is approached with care, skill, and purpose. My background as a trained cosmetologist allows me to create makeup that looks refined yet feels incredibly lightweight and breathable; clients often say they barely feel it on their skin.
Beyond the artistry, I’m known for the experience I create. Clients often comment on the soothing comfort of my touch, my studio is organized and serene, and many clients; even those who arrive anxious, relax so deeply they fall asleep once I begin. I’m proud to be building a brand where beauty is not only seen, but felt; leaving every woman calm, confident, and elevated.
Where do you see things going in the next 5-10 years?
The beauty and makeup industry is evolving rapidly, and I see the next 5–10 years being defined by personalization, education, inclusivity, and wellness‑driven experiences.
Clients are no longer just looking for a pretty look, they want beauty that enhances their individuality and feels comfortable on their skin. There’s a strong shift toward skin‑friendly, breathable formulas and makeup techniques that support natural beauty rather than mask it. This aligns with growing consumer demand for products and services that feel good, look effortless, and respect skin health.
Education is also becoming a major trend. With social media democratizing beauty knowledge, more people want to understand why techniques work, not just what they do. Makeup artistry is moving beyond service delivery into skill empowerment, and I see professional training and certification becoming central to serious careers in the space.
Inclusivity will continue to define success in beauty, brands and artists who genuinely serve diverse skin tones, facial features, and cultural aesthetics will win loyalty and trust. The industry’s expansion into holistic beauty experiences; blending makeup with skincare, wellness, and self‑expression will become the standard rather than the exception.
Technology and content will also play a larger role, with AI and AR tools helping clients visualize looks before application and virtual masterclasses creating global learning communities.
Overall, the future of beauty is personal, purposeful, and empowering; elevating confidence, comfort, and creativity for clients and artists alike.
Contact Info:
- Website: Website: www.helensbeautyplace.com
- Instagram: Instagram: https://instagram.com/helensbeautymakeup
- Facebook: https://facebook.com/helensbeautymakeup
- Other: Email: info@helensbeautyplace.com
