Three decades after Fair and White Paris entered the Nigerian market, Ogonna Chibueze is leading efforts to reposition the legacy skincare brand for a younger generation increasingly redefining beauty standards and skincare culture.
Born in the same year the brand launched in Nigeria, Chibueze has grown alongside the company founded by her father, Patrick Chibueze. Now serving as executive director, she is focused on modernising the brand’s identity while preserving its long-standing emphasis on healthy skin.
That transition was on full display during the company’s recent 30th anniversary celebration held at The Civic Centre in Lagos. The event drew significant online attention as fashion and beauty influencers shared experiences from the celebration across social media platforms, highlighting celebrity appearances, fashion showcases, live performances, and the overall atmosphere of the event.
For Chibueze, the anniversary celebration represented more than a milestone event. It also marked her first major assignment overseeing a large-scale brand experience for the company.
Speaking during a recent virtual interview, she described the process as demanding but rewarding, noting that coordinating the event required careful planning and execution.
Chibueze said her connection to the skincare business began early in life, having grown up in a household where Fair and White products were widely used.
She explained that her exposure to the company gradually evolved from personal familiarity into professional involvement, beginning with internships across different departments before she later moved abroad for further studies.
Although she studied Criminology at the University of Toronto, her interests extended into human psychology, sociology, nutrition, and skincare science, areas she says now influence the way she approaches customer engagement and product education.
According to her, understanding skincare from a broader wellness perspective has become increasingly important, particularly for a brand that serves customers across different age groups, genders, and skin tones.
One of the key insights she identified through customer interactions is the perception among younger consumers that Fair and White is primarily associated with older generations or skin bleaching.
Chibueze said many young Nigerians today are more interested in embracing their natural skin tone and prioritising skin health rather than pursuing lighter complexions. However, she acknowledged that societal pressure around skin tone remains deeply rooted.
She noted that some customers still seek products intended to lighten their skin, reflecting what she described as a longstanding cultural narrative linking lighter skin to attractiveness and social appeal.
At the same time, she stressed that the company does not produce bleaching products, insisting that the brand’s formulations are designed to maintain and enhance natural skin tone rather than alter it.
According to her, the company’s long-term survival has been driven not only by customer loyalty but also by its focus on research-based skincare solutions developed specifically for melanin-rich skin.
She explained that the brand’s scientific foundation remains central to its identity, adding that product ingredients are carefully selected to support skin health without causing damage.
Still, with the skincare market becoming increasingly crowded and trend-driven, Chibueze believes innovation will determine whether legacy brands remain relevant.
She revealed that the company is studying emerging skincare trends, including the growing popularity of Korean skincare routines among younger consumers, to determine how such practices can be adapted for melanin skin.
As part of its strategy to deepen engagement with younger audiences, the company also organised a beauty pageant during the anniversary celebration. The competition attracted more than 200 applicants nationwide, with contestants competing for a grand prize of N10 million.
Cherish Nwakanma, a Microbiology graduate of the Federal University of Agriculture, emerged winner of the competition. First and second runners-up Chiamaka Nzeakor and Ujunwa Mbaegbu received N7.5 million and N5 million respectively.
Chibueze described the pageant as more than a promotional campaign, explaining that it forms part of a broader effort to create opportunities for young people while strengthening the brand’s relationship with a new generation of consumers.
She added that future editions of the competition could become a more permanent feature of the company’s youth engagement strategy.
With the anniversary celebrations concluded, Chibueze said her attention is now focused on ensuring the brand evolves alongside changing beauty conversations while remaining anchored in its original commitment to skin health and consumer trust.
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