In a significant move for Nigeria's service sector, a new digital platform named Bewdy was unveiled on 18 December 2025, aiming to bring much-needed structure to the country's expansive but informal beauty economy. The initiative, spearheaded by tech entrepreneur Bibi Olunuga, seeks to address systemic inefficiencies that have hampered growth despite rising demand.
Addressing the Informal Sector's Core Challenges
Olunuga explained that Bewdy was created to tackle the operational hurdles beauty professionals face daily. She pointed out that while the appetite for beauty services has surged, many providers are stuck using outdated methods like manual bookings, scattered social media DMs, and inconsistent client records. This lack of digital organisation severely limits their ability to scale.
"Many operators struggle not because of a lack of skill, but due to weak business systems," Olunuga stated. The platform is designed to transform this dynamic by offering tools that help professionals organise their work, reach a wider customer base, and build more sustainable, tech-enabled businesses.
How Bewdy Works for Customers and Professionals
The platform serves a dual purpose. For customers, it simplifies the process of locating and booking beauty services quickly and efficiently. For service providers, it acts as a comprehensive business management suite, enabling them to handle appointments, track client history, and significantly improve their market visibility.
Olunuga emphasised that this technological shift is more than just convenience; it's about redefining the profession. "Technology adoption could reposition beauty professionals as entrepreneurs with bankable businesses rather than informal service providers," she added. This formalisation is key to unlocking new income opportunities and building customer trust.
A Broader Shift for Nigeria's Tech Ecosystem
The launch event, which gathered stakeholders from technology and beauty industries, sparked discussions on digital inclusion and the evolution of traditional sectors. The conversation centred on how platforms like Bewdy can help small businesses formalise operations and adapt to a modern economy where consumers demand speed, transparency, and digital access.
This initiative underscores the growing intersection between technology and everyday services in Nigeria. The beauty industry is now positioned as a prime test case for demonstrating how digital solutions can transform informal, fragmented sectors into structured, scalable, and investable enterprises.
