Tara Fela-Durotoye is the CEO of House of Tara International , a household name in her native Lagos, where the company develops makeup, perfume and accessories that eschew the Western-centered tastes of the big cosmetic firms in favor of products designed specifically for Nigeria's women. In 1998, aged 21, Fela-Durotoye was already on her way to becoming a qualified lawyer when she launched House of Tara as a makeup studio, at first specializing in makeup designs for brides and their wedding parties. Her artistry proved a hit with Nigeria's booming middle class and, today, the company employs over 3,000 beauty reps across West Africa .