Entrepreneurship often starts with a simple step, sometimes planned, other times unexpected. For Adenike of Selah Foods, it was a journey shaped by faith, resilience, and unexpected turns. What began as a side hustle in event planning gradually unfolded into a thriving journey across multiple industries.
Today, she is the Managing Director of Adenike Selah Foods and Products Limited, a proudly Nigerian brand championing organic cosmetics with its flagship Shea Baby Shea Butter, and the driving force behind Madiba Beautiful Homes and Garden in real estate.
Her story is not just about business, it is about faith, resilience, and the courage to evolve. From balancing motherhood with entrepreneurship to navigating supply chain shocks during COVID-19, Adenike has built a business rooted in authenticity and customer trust. In her journey, we find lessons on vision, adaptability, and the power of standing firm in one’s “why.”
This is the story of Adenike Selah: a brand born from conviction, nurtured with persistence, and set to make a mark in Nigeria’s organic beauty industry and beyond.
Can you share a bit about Adenike of Selah Foods, your background and how your journey into entrepreneurship first began?
I am Chief Adenike Olumide-Emmanuel, the Otun-iya’laje of Ojodu Land. I wear many hats: entrepreneur, pastor, and President of the Opolo ati Ewa Women Empowerment Initiative.
My academic background is in Accounting, but along the way I pivoted into Political Science and went on to earn a Master’s degree in International Relations. Interestingly, entrepreneurship was not part of my original plan. I was well on the path to becoming a Chartered Accountant when God redirected my steps.
While working as an accountant, I started a side hustle in event planning. Over time, that side hustle grew into my main pursuit, and today I serve as the Managing Director of both Adenike Selah Foods and Products Limited and Madiba Beautiful Homes and Gardens, a real estate company.
The name of a business often carries a special story. What inspired the name of your brand, and does it hold any personal meaning for you?
Yes, the name of my business carries a lot of meaning. It actually took me some time to settle on it. My first venture was in event planning, which I named Madiba Events after Nelson Mandela, a name that still resonates with me and even influences my real estate company today.
For this business, though, I initially chose Selah Foods and Products Limited. The word Selah is from the Bible; it means ‘pause and reflect,’ and I loved the depth of that meaning. But when we registered at CAC, we found there was already a company called Sellah, so my choice did not go through.
That was when I thought of how Dangote uses his name across his businesses. Inspired by that, I added my name, Adenike, and it became Adenike Selah Foods and Products Limited. So in the end, I would say both the Bible and Dangote inspired the name of my brand.
Looking back, what led you to entrepreneurship, and how did your earlier experiences or passions prepare you for this path?
As I mentioned earlier, entrepreneurship was not something I planned. It started as a side hustle that eventually became the main thing.
Another factor was my family’s belief that both parents should not be tied to a 9–5 job. One of us needed the flexibility to be available for the children, after all, much of what we do is ultimately for them. So why make all the money and then lose our kids in the process?
Looking back, I am grateful I started that side hustle when I did because it gave me the foundation and experience I needed, not just to grow my business but also to guide and teach others on their own journeys.
Do you believe mentorship plays a role in building a successful business? If yes, who has been instrumental in your journey, and how did they guide you along the way?
Yes, absolutely! I do not think I would be where I am today without the likes of Mrs Morin Desalu and Mrs Abimbola Wright, who poured so much into me.
They guided me along my entrepreneurial path and gave me the confidence and support I needed to embrace being a mom-preneur, a mother and an entrepreneur.
Through their mentorship, I also came to realise that it is not really about work-life balance, but rather about integration, harmony and finding a synergy between the different aspects of life and business.
Since you clearly value guidance and mentorship, would you also be open to taking structured business training programmes like the Entrepreneurs Success Blueprint Program?
Yes, of course, no knowledge is ever wasted. I am always open to learning and growing. My only hope is that the timing of such programmes is convenient for everyone involved.
Can you take us behind the scenes of your business? What makes its structure, culture, or branding unique and sets it apart from others?
My business is Adenike Selah Foods and Products Limited. We actually started with the ‘food’ side of the business over eight years ago, but along the way, we hit a few snags and had to put that on hold. That is when we focused on the ‘products’ side, which has since become our mainstay.
We are into organic cosmetics, natural products that are safe and effective. Our flagship brand is Shea Baby Shea Butter. Although it was formulated with babies in mind, it is suitable for the entire family because Shea Butter truly serves everyone, from the cradle to the grave.
What really sets us apart is twofold: the organic nature of our products and our unwavering commitment to customer service. We take pride in being customer-centric, and that dedication has become a hallmark of our brand.
Every business has its tough moments. What would you say has been your biggest challenge so far, and how did you manage to overcome it?
When I first started the business around 2015/2016, I was very proud that all our products were locally sourced. At the time, Shea Butter made up about 85% of our products, but over time, its price kept rising. Then COVID came, and that was a real game-changer.
For us at Adenike Selah, it was either grow up or lock up. As a small business, we suddenly had to deal with suppliers changing their minimum order quantities. One company, for instance, moved from 2,000 units to 10,000 units overnight, which was way beyond where we were at the time.
To make matters tougher, sourcing Shea Butter became even more expensive and complicated. We started looking beyond our regular supplier in Oyo State and explored Niger and Kwara. But because we were catering to babies, we could not compromise on quality or standards.
Eventually, we began sourcing from Ghana, which has helped us maintain consistency, even though the cost of plastics and other inputs in Nigeria has not been the same since. It was a hard season, but those challenges pushed us to grow stronger and adapt faster than we ever imagined.
Looking back, is there a decision you made in your business that you would approach differently today? And what lessons did that experience teach you?
If there is one decision I would approach differently, it would be hiring staff earlier than I did. Many entrepreneurs struggle with knowing the right time to bring people on board, and I was no different.
There is always that fear of how I will pay them, where will the money come from? But what we sometimes forget is that staff do not just take from the business; they also bring expertise and add value that can actually generate the income to cover their salaries.
Of course, I still believe it is wise to have at least six to twelve months’ salaries set aside before hiring. But in hindsight, I wish I had brought in an operations staff much sooner. I had factory staff, yes, but I delayed hiring someone to handle operations, and that support would have made a huge difference at the time.
Running a business can be very demanding. How do you personally strike a balance between work, family, relationships, and even finding time for yourself?
I mentioned earlier, when talking about mentorship, that work-life balance was something I struggled with at the beginning.
As a new mum and a budding entrepreneur, I thought I could balance everything equally, but I soon realised that true balance is a myth. What I needed instead was work-life harmonisation and finding ways for both to flow together.
Today, I am able to manage much better because I have systems and structures in place that support me. And I have also come to embrace this truth: yes, a woman can have it all, but not all at once.
Who would you say your customers are, and what do you do to make sure their experience with your business is memorable and keeps them coming back?
Our customers cut across both B2B and B2C. On the business side, we supply mainly to supermarkets, some of which we have had steady relationships with for six to eight years and also to hospitals.
On the consumer side, we cater to individuals and families because Shea Butter is truly for everyone. Our flagship, Shea Baby Shea Butter, may be formulated with babies in mind, but it is in demand across all age groups since it can be used from the cradle to the grave.
To make sure our customers’ experience is unforgettable, we stay connected with them. For example, we send weekly WhatsApp messages, not to pressure them into buying, but to share educational tips and check in. After every sale, we follow up with a thank-you message, and at the end of the year, we make it a point to appreciate them for keeping us in business.
That personal touch has helped us build strong, lasting relationships.
Can you share one hilarious or unforgettable interaction you have had with a customer, an experience that still makes you smile when you think about it?
I am not sure I would call it hilarious, but it was definitely unforgettable. One of our B2C customers once bought Shea Baby Shea Butter and left it in her car for several days. She later called us, worried that the product had melted.
At first, we were surprised because, when stored properly as directed, that should not have happened. After a bit more questioning, we realised the butter had been exposed to heat in the car, causing it to melt, harden, and melt again, just like what happens with margarine when left in the sun.
We explained this to her and reassured her that the product was still safe, but to make her happy, we replaced it. It was one of those moments that reminded me of how important customer education is, and it still makes me smile when I think of it.
The beauty industry is always evolving. How do you stay innovative and adapt to changes in the industry while still staying true to your business vision?
At Adenike Selah, our vision has always been clear: we want to focus on organic products. That guides everything we do.
To stay innovative, I keep an eye on what is happening in the industry and also invest in training from time to time, just to ensure I stay ahead of the curve. The truth is, any business that refuses to adapt is already on its way out.
So, we embrace change. Whatever challenges the business world throws at us, we face them head-on. Where tears are needed, we shed them, but then we keep moving.
There are so many stereotypes about Nigerian entrepreneurs. What is one you would really love to change, and why do you think addressing it is so important?
One stereotype I would love to change is the idea that women have no voice. I honestly do not know where that notion came from.
A woman is the only other gender in the room, so why shouldn’t she be allowed to speak? I believe it is important to challenge this mindset because when women are heard, they bring fresh perspectives, broaden discussions, and enrich the narrative in ways that benefit everyone.
What is the biggest dream you have for your business, and how do you hope it will make a positive impact in Nigeria or even globally?
My biggest dream is for Adenike Selah Foods and Products Limited to have a strong foothold in Nigeria’s organic cosmetics industry.
So many of the products on our shelves today are filled with chemicals, which is why the organic niche is growing rapidly. My journey into baby product formulations began out of necessity because I couldn’t find the right product for my own child. Since then, my family has been using my formulations, and that personal experience has become the foundation of our brand.
Looking ahead, I see Adenike Selah becoming a household and trusted name in organic cosmetics, not just in Nigeria but across the globe. And beyond beauty, I believe our growth will contribute positively to the Nigerian economy, creating opportunities and building trust in locally made products.
Finally, for those who are hesitant or even scared to leap into entrepreneurship, what advice or words of encouragement would you share with them?
The first question I would ask is, ‘Do you really want to do this?’ And I say that because your reasons matter. If you are going into entrepreneurship simply because your friend is making money, or because you want the freedom to close early from work, then you may be setting yourself up for disappointment.
Entrepreneurship is one of the hardest but most rewarding paths you can take.
You must have a clear why. That “why” is what will keep you going when things get tough, and they will get tough. It is what will make you smile even when cash flow is tight and salaries still need to be paid.
If your decision to become an entrepreneur is rooted in the right reasons, not just money, you will find it to be one of the most fulfilling journeys you could ever embark on.
Well, that was quite a journey, wasn’t it?
And with that, we have come to the end of an inspiring conversation with Chief Adenike Olumide-Emmanuel, Adenike of Selah Foods. From an unexpected pivot from Accounting to entrepreneurship, to building a trusted organic cosmetics brand anchored on Shea Baby Shea Butter, her story is one of resilience, vision, and purpose.
Adenike’s journey reminds us that entrepreneurship is not always planned; it often grows from passion, necessity, and a strong why. Through challenges like COVID-19, supply chain hurdles, and the realities of balancing family with business, she has shown that adaptability and faith can turn obstacles into stepping stones.
Her dream of making Selah Foods a household name in Nigeria and beyond is more than just a business goal. It is a commitment to creating safer, organic products while contributing to Nigeria’s economy.
One thing is clear: Adenike of Selah Foods is not just building a brand; she is shaping a legacy.
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