Marvella Akiojano of Marviano Cosmetics: Real Consumer Frustration Trumps Original Business Plans Every Time

I had the pleasure of talking with Marvella Akiojano. Marvella is a Nigerian-American entrepreneur, digital content creator, and the CEO of Marviano Cosmetics, a beauty brand known for its long-lasting, smudge-proof lip liners. With a rapidly growing presence in the beauty and fashion industries, she has built a loyal online following and cultivated a brand that reflects her passion for inclusivity, quality, and authenticity.

Born and raised in Lagos, Nigeria, Marvella was an only child who developed an early love for dance and swimming. Her childhood was shaped by frequent travels to London and the influence of hardworking parents. In 2018, what began as a visit to the United States turned into a permanent move when she was offered the opportunity to pursue higher education due to her strong academic performance. She enrolled in college, earning a degree in Marketing and Professional Sales, a background that would later inform her entrepreneurial journey.

Marvella initially gained recognition on social media through her engaging beauty and fashion content, which resonated with audiences across TikTok, Instagram, and YouTube. Amassing over a million followers across platforms, she established herself as a leading voice in the beauty space, known for her candid reviews, personal storytelling, and creative approach to makeup. She became particularly noted for her insights on lip products, which would later inspire her venture into the cosmetics industry.

Marviano Cosmetics was not Marvella’s original business plan. She initially envisioned launching a handbag line but abandoned the idea due to production costs. Her eventual pivot into beauty was sparked by her own experiences with lip products. After undergoing a cosmetic lip enhancement, she became increasingly aware of the challenges many faced with lip liners that smudged or required frequent reapplication. Noticing that her friends also struggled with the same issue, she saw an opportunity to develop a solution. Determined to create a product that would truly address this gap in the market, she spent months testing and refining her formulas before launching her first line of lip liners and glosses.

Her products quickly gained traction, with her Brick Mocha #3 lip liner and gloss selling out in 3 hours and earning widespread praise from customers. The success of the brand was underscored by a defining moment at New York Fashion Week when beauty influencer Jackie Aina, whom Marvella admired, revealed that she had personally purchased Marviano products. The interaction served as validation that her brand was making an impact beyond her immediate audience.

Beyond her work as an entrepreneur, Marvella has been vocal about broader issues within the beauty industry. She has advocated for more meaningful inclusivity efforts, urging brands to go beyond surface-level representation and to involve Black creators in the decision-making process. She has also expressed concerns about the fast-paced nature of product launches, emphasizing the need for more thoughtful reviews and transparency within the influencer space. Her commitment to authenticity has shaped her content, as she aims to provide honest evaluations and recommendations to her followers.

While she continues to expand Marviano Cosmetics — introducing new lip glosses and blushes — Marvella remains committed to using her platform for a greater purpose.

Marvella attributes much of her success to consistency, authenticity, and adaptability. She encourages aspiring creators to embrace their individuality and resist the pressure to conform to industry expectations. She has also stressed the importance of discernment in business, advising against pursuing every financial opportunity without careful consideration.

A firm believer in self-care, Marvella often underscores the importance of skincare and overall well-being in beauty. She maintains that confidence and inner wellness play a significant role in how one presents themselves to the world. Her guiding philosophy, rooted in both personal experience and faith, is a reminder that self-validation should come from within rather than external approval.

As she continues to grow her brand and digital presence, Marvella remains focused on innovation, inclusivity, and empowering others. With a devoted audience and an expanding business, she is carving out a distinct space in the beauty industry — one that prioritizes quality, authenticity, and community.

Yitzi: Marvella, it’s a delight to meet you. Before we dive in, I’d love to learn about your personal origin story. Can you share the story of your childhood and how you grew up?

Marvella: I grew up as an only child in Lagos, Nigeria. Honestly, I just loved to dance. I even started my social media journey with dancing. So, as a child, I was always dancing and traveling to London a lot because my parents made that a thing. That’s most of what I remember from my childhood. I know my parents worked a lot, but aside from that, I was always dancing and swimming. Swimming was my main sport — I swam for a long time.

Yitzi: That’s amazing. So, did you move to the United States? Tell us about that journey and what that experience was like for you.

Marvella: Yes, I did, in 2018. Honestly, I wasn’t even planning to move here. I was just visiting, and then I got the opportunity to go to school here because of my grades back home. So, I didn’t turn it down. I decided, “Okay, I’ll go to college,” and through my experiences, meeting people, and everything else, I thought, “Okay, this is actually a really nice place to stay.” And God made it happen.

Yitzi: That’s amazing. Well, you probably have some incredible stories from your career and these new adventures. Can you share one or two of your favorite moments or stories that stand out from your professional life?

Marvella: Hmm, my favorite story… Honestly, I don’t know if I have just one favorite so far, but I have met some amazing people that I look up to — like Jackie — which was a really interesting experience. We were at New York Fashion Week, and I was overthinking everything. I didn’t want to overwhelm her because so many people were already talking to her.

Then, we were in the elevator, and she goes, “Hey, Marvella!” And then she says, “Oh, I bought your lip liners.” I had just launched my cosmetics line, so I was like, “You bought my lip liners? You actually bought them?” It was such a cool moment because it made me realize I had reached an audience that wasn’t just seeing my products in passing but actually purchasing them. That was a big deal for me.

Yitzi: That’s a great story. Now, tell us about your beauty business. How did it start? Where are you with it now, and how has it developed?

Marvella: Oh, starting Marvella Cosmetics is actually a funny story. It was originally supposed to be a bag brand! I don’t think I’ve ever told an interviewer this before, but that was the original plan. However, I knew at the time I couldn’t afford to produce the exact prototype I wanted, so I moved on and thought that chapter was closed.

Then, I ended up going viral for getting lip fillers, but there was a reason behind it — I didn’t like how my lip liner would sit on my lips after a while, and I also didn’t have a defined Cupid’s bow. Fast-forward a few months, and I started noticing that every time my friends and I went out, the moment we got to the club or wherever we were going, they would go straight to the bathroom to reapply their lip liner. That made me realize I wasn’t the only one dealing with this problem.

So, I took notes and went into full research mode. I didn’t just want to drop a product with my name on it — I wanted to solve a real issue. I tested my formula for four to five months before launching it because I wanted to make sure it actually worked. At some point, I just thought, “Okay, let me stop gatekeeping this,” and I put it on the market.

Yitzi: So you’re saying what’s unique about your products is that they solve the problem by lasting longer? Is that the main differentiator?

Marvella: Yes, they last longer. I’ve had people say they’ve lasted for over 10 hours, and it just goes from there. They’re like, “Oh, that’s amazing. That’s great.”

Yitzi: Can you tell us a few things that you’re excited about in the modern beauty industry? What excites you about the industry today?

Marvella: I’m excited to see more brands taking inclusivity seriously — not just using it as a marketing technique. I see that happening more in the future. I know marketing will always be part of it, but I’d love to see more shades being included in products and more Black creators being featured in campaigns. Also, more Black creators working directly with these companies to help fulfill what we need — along with everyone else. So that’s exciting. Yeah, that’s what excites me personally.

Yitzi: That’s great. Can you share a few things that concern you about the industry? And if you could, what would you do to fix those issues? What should be done to address them?

Marvella: I feel like brands drop too many products at once. Sometimes we don’t even know which ones to use. Everyone gets these products in PR, and some people are so excited that they use them right away. That excitement can overpower their true thoughts about the product. Then, months or even days later, they realize, “Oh, this is actually kind of meh,” but by then, they’ve already posted about how perfect it is.

So, I’d love to see more thoughtful, transparent reviews. That’s something I want to bring to my page. I decided to start doing more of those instead of just full beauty routines, which is what I usually do. I feel like there’s a gap there, and I want to help bridge it. The internet claims it loves the truth, but when you actually tell the truth, people don’t always like it. But that’s okay. Integrity first, always.

Yitzi: That’s great. So, Marvella, you’re an expert in beauty. Can you share a few ideas that anyone can use to feel beautiful?

Marvella: Ooh, I love that one. Okay. I’d say take care of your skin. Take care of yourself. You can put on all the makeup in the world, but your skin and your overall well-being matter. How you feel about yourself on the inside will radiate on the outside.

I always tell people skincare is so important. I’m a huge skincare girl, so that’s my first tip. Take care of yourself, take care of your mental health, and take breaks when you need them. Honestly, I should be listening to myself when it comes to taking breaks. But yes, I like to nourish my body, eat right, and that makes a difference too. What you eat will show up on your body and your skin.

So yes, that’s my number one beauty tip — take care of yourself, sister. No matter how much makeup you put on, you still have to feel okay to look okay.

Yitzi: This is our main question. Based on your experience and success, can you share the five things you need to succeed in the modern beauty industry?

Marvella:
Okay. Number one, consistency. You need consistency — that applies to everything.

Number two, stay true to yourself. Keep it authentic, be honest. You don’t have to fit into a certain box as a creator to be in the beauty space. I used to think that for the longest time, especially being fully Nigerian.

Number three, you don’t necessarily have to niche down. I always tell people that. You can still do lifestyle content — just make sure to include your beauty routines and all that.

Number four, keep practicing. You can never get too good. That applies to everything — your fashion style, your makeup, all of it. Keep practicing. Practice makes perfect.

And lastly, number five, all money ain’t good money. Do your research. Not every opportunity is worth taking.

Yitzi: That’s great. Wonderful. Do you have a favorite life lesson quote? And can you share how it’s been relevant to your life?

Marvella: That’s a good one. To be honest, I don’t necessarily have just one favorite, but I do have a few little quotes and philosophies I live by. One of them is, “Put out what you want to be given to you.” I believe in that wholeheartedly because it’s also in the Bible — “Do unto others as you would have them do unto you.” I always follow the Bible, so that’s my number one.

Another one, which is very beauty-related, is something I remind myself when I look in the mirror: “Sometimes you forget you’re beautiful, so just go ahead and look in the mirror whenever you forget. That’s your reminder.” We often look for validation outside of ourselves, but I feel like the first validation should come from, of course, God — but also from within. If you accept yourself, you won’t be looking for others to accept you. That mindset really helped me build my confidence.

Yitzi: Okay, this is our final aspirational question. Marvella, because of your great work and the platform you’ve built, you have enormous influence. If you could spread an idea or inspire a movement that would bring the most good to the most people, what would it be?

Marvella: Ooh, inspire a movement. You know how there are food stamps? I’d love to create something like that, but for makeup — or even clothes. But I’d start with makeup and skincare because I know the girls love that. I’d want to create a program that helps girls who look up to us and watch our videos all the time but don’t have the products to practice with or the funds to buy them. Just a little something to help them out. I would love to make that happen.

Yitzi: That’s a brilliant idea. How can our readers continue to follow your work? How can they purchase your products? How can they support you in any way?

Marvella: Okay!

My Instagram is _Marvella _ _ _

My TikTok is _Marvella_ _ _

You can also subscribe to my YouTube channel, which is Marvella A.J.

I’m on Snapchat too — Marvella_ak

And of course, you can shop my products at Marvianocosmetics.com!

Yitzi: Wonderful. Marvella, it’s so nice to meet you. I wish you continued success and blessings. I hope we can do this again next year.

Marvella: Thank you so much! Amazing. I really appreciate this opportunity.