Nseobong Akpan, the founder and CEO of Beunique clothing line, has transformed her love for fashion into a thriving brand since launching in 2017.
Hailing from a small city in Akwa Ibom, Nigeria, Akpan’s journey began modestly in her bedroom with just a few clothing pieces.
Her determination and strategic use of social media, particularly Instagram, propelled Beunique into a leading name in Nigeria’s competitive fashion industry, valued at over $2 billion in 2020.
Mastering the Art of Influence
Unlike traditional influencers, Akpan focuses solely on promoting Beunique, embodying the role of a brand influencer who “discovers, understands, innovates, and implements” her vision. Starting with 1,000 Instagram followers, she grew her presence to over 100,000 in under three years, reaching nearly 200,000 by 2023.
Her strategy was deliberate: selecting fashion as her niche, crafting a consistent brand identity on her Instagram page (@berunique_b), and engaging her audience with visually captivating content. By modeling her own designs, she creates an “artistic imagination” that keeps followers hooked.
Keys to Success
Akpan attributes her success to four pillars: niche focus, optimized social media profiles, audience understanding, and relevant content creation.
“Right from time, I’ve always loved buying clothes, and lots of my friends kept complimenting my personal style,” she told Vanguard, noting how her passion naturally led to a fashion business.
Her emphasis on quality, consistency, and premium packaging sets Beunique apart, ensuring instant brand recognition.
She also consults for other fashion businesses, offering styling services and trend insights, further solidifying her industry influence.
Instagram as a Springboard
Social media, particularly Instagram, was Beunique’s launchpad. Starting as an online store, 70% of its sales remain digital.
Akpan’s early strategy involved buying small batches of clothes from AliExpress, creating viral videos, and leveraging tags from popular figures to boost visibility.
“My videos kept going viral, and people started paying attention,” she recalled.
Despite challenges like mixed reviews and supplier issues, her persistence paid off, establishing Beunique as a trusted brand for women of all shapes and sizes.
Innovating with Technology
In February 2023, Akpan introduced an AI-powered skin analysis tool for Beunique, a first in the region, to address clothing allergies by offering dermatologist-verified fabric recommendations.
This innovation, announced via X, enhances the brand’s appeal to savvy luxury fashion consumers, blending technology with personalized shopping.
Beunique’s expansion to a flagship store in Miami’s Design District in 2023 further underscores Akpan’s global ambitions, with the brand now distributed in over 50 countries.
Redefining Fashion and Beauty
Akpan challenges conventional notions of beauty, asserting that “being fashionable has nothing to do with body shape and size.”
Quoting Miuccia Prada, she views fashion as an “instant language” that expresses identity. Her brand’s commitment to inclusivity and quality aims to “raise an army of confident women who exude poise and glamour.”
With plans to expand globally, Beunique continues to set trends, proving that passion, authenticity, and strategic influence can redefine an industry.
