As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Grace Olayiwola.
Grace Olayiwola is the visionary founder behind Imperial Lola, a luxe, vintage-inspired hair accessory and hat brand, and ALGStudioStore, a personalized self-care and wellness gifting company. Blending timeless elegance with modern empowerment, Grace creates thoughtful experiences that help women feel seen, celebrated, and confident. Her entrepreneurial journey—built while navigating motherhood and a full-time career in health informatics—is a testament to passion, persistence, and purpose. Through both of her brands, she champions individuality, wellness, and the power of intentional living.
In this interview, she dives into the challenges, wins, and wisdom she’s gained from over a decade of transforming online businesses.
What inspired you to become an entrepreneur in the beauty industry, and what led to the creation of your brand or product line?
My path to entrepreneurship was personal and passion-driven. As a mother, I understood the demands on our minds and bodies and the need for self-care. I wanted to create products that truly nurture, so I founded three brands: ALGStudioStore, and Imperial Lola.
Each brand offers more than just a product; they provide a meaningful ritual. From a soothing candle to a vintage-inspired hair accessory, each item reflects a different part of me: a wellness advocate, a creative, and a lover of classic elegance.
Ultimately, I believe beauty and wellness are essentials, not luxuries. My goal is to help others prioritize their well-being, express their personal style, and feel empowered every day.
As a woman navigating the beauty business world, what unique challenges have you faced, and how did you overcome them?
I’ve faced significant challenges as a woman in the beauty industry, primarily being taken seriously beyond the aesthetic aspects of my brand. The beauty world is often underestimated, but it demands strategic thinking, financial literacy, and strong operational skills, especially when you’re building a business from the ground up while also being a mother and a full-time professional.
Another challenge was the immense pressure to “do it all”—to appear flawless, grow the brand rapidly, stay creative, and be present in every area of my life. This expectation for women to carry everything with grace is both empowering and overwhelming.
To overcome these obstacles, I built a strong support system, trusted my vision, and gave myself permission to grow at my own pace. I invested time in learning the business side of entrepreneurship, connected with other women founders for mentorship, and stayed grounded in my “why”: creating products that celebrate self-care, elegance, and resilience.
These experiences have made me a stronger, more thoughtful founder. They’ve taught me that true power lies in showing up authentically and that beauty is ultimately about confidence and care, not perfection.
The beauty industry can be both competitive and demanding—how do you maintain personal well-being while growing your brand?
For entrepreneurs, moms, and professionals, maintaining well-being is essential but challenging. Setting clear boundaries between work and personal life is key. I prioritize daily self-care, like journaling or breathing exercises, to stay grounded. I also delegate tasks and seek support from a community of fellow entrepreneurs and mentors. By investing in my own wellness, I find that creativity and resilience naturally follow. Sustainable growth requires nurturing both yourself and your brand.
Which networking strategies, communities, or collaborations have helped you build meaningful connections in the beauty space?
I’ve built meaningful connections in the beauty industry through intentional networking, community engagement, and strategic collaborations. A key part of this has been joining Entreprenista, a community of women entrepreneurs where I’ve found support, mentorship, and opportunities for collaboration.
I also stay active on platforms like Instagram and LinkedIn and attend industry events to connect with professionals and stay on top of trends. Collaborating with brands and creators who share my values of self-care and luxury has been rewarding, helping us grow our audiences and offer elevated experiences.
Ultimately, these connections are built on authenticity, generosity, and shared purpose.
How do you approach mentorship—both as a mentee and mentor—and how has it influenced your growth as a beauty entrepreneur?
Mentorship has played a powerful role in my journey as a beauty entrepreneur, both in the guidance I’ve received and the support I’ve been able to give in return.
I value mentorship from both sides. As a mentee, I’m humbled and curious, actively seeking out women who have built successful brands, particularly those who have balanced creativity with business. I ask thoughtful questions, am open to feedback, and apply their advice intentionally. This has helped me avoid mistakes, stay grounded, and gain confidence in my brand.
As a mentor, I’m passionate about sharing my experiences with women who are just starting out or balancing entrepreneurship with other roles. I offer not just tactical advice but also emotional support, knowing how lonely the journey can be.
Communities like Entreprenista have been crucial in helping me build these relationships. They’ve taught me that success in the beauty industry isn’t just about competition, but about empowering other women to succeed.
What strategies have worked best for gaining loyal customers and building trust in your beauty brand?
My brand strategy is centered on building loyalty and trust through authenticity and consistency. I focus on creating purposeful products and letting that mission guide every aspect of the brand, from social media to product packaging.
A key part of my approach is providing personalized customer service, like sending thoughtful thank-you notes and creating custom packaging. This personal touch helps turn new customers into repeat buyers. I also use content marketing and social proof, such as testimonials and behind-the-scenes content, to reinforce transparency and credibility.
To further elevate my strategy, I’ve hired a business consultant through the Entreprenista community. I’m confident this partnership will help refine my approach to customer retention and brand positioning. Ultimately, I believe that building trust is a long-term process that requires a consistent commitment to creating products that resonate with my customers’ needs and values.
Which marketing techniques (such as social media, influencer partnerships, content marketing, or events) have been most effective for your business, and how do you measure their success?
For my brands, the most effective marketing techniques have been a combination of social media marketing, influencer collaborations, and content-driven storytelling. Each strategy plays a unique role in building visibility, connection, and long-term customer loyalty.
My business thrives on authenticity, storytelling, and building genuine relationships. I’ve found success by:
Showcasing my products on Instagram through a mix of reels, carousel posts, and behind-the-scenes content that highlight the visual beauty and intention behind my self-care gift boxes and vintage-inspired hair accessories.
Partnering with influencers who share my values around self-care, beauty, and femininity. I prioritize authentic connections over follower count to build real trust.
Using content marketing via blogs, emails, and Pinterest to educate and inspire my community. This “serve first, sell second” approach attracts values-driven customers.
Measuring success with both quantitative metrics (engagement, conversions) and qualitative feedback (customer messages, reviews) to ensure I’m creating a real connection, not just a sale.
Can you share a major setback or turning point in your beauty entrepreneurship journey, and how you navigated through it?
Navigating my entrepreneurial journey while recovering from postpartum and working full-time was a true test of my limits. The experience, which initially felt like a setback, became the defining turning point for my business. It gave me a renewed sense of purpose and reminded me why I started: to create products that prioritize wellness and self-care for women. This personal journey ultimately gave my brand more soul and inspired new product ideas rooted in real-life healing.
To push through, I simplified processes, asked for help, and leaned on supportive communities. I learned that resilience isn’t about being perfect; it’s about moving forward with purpose, even when things are uncertain. This chapter taught me that it’s okay to celebrate small wins and be intentional about connecting with my customers by sharing the real-life truth of building a business with heart and hustle
What’s one piece of advice you’d offer to women who are just starting their entrepreneurial journey in the beauty industry?
Start before you feel ready—and build with intention, not perfection.
The beauty industry is fast-paced, but don’t let comparison stop you from launching. Start with a clear “why” and believe in what you’re creating. You don’t need a perfect brand or product to begin—clarity comes from taking action.
Grow sustainably by focusing on building a brand with meaning. Connect with your audience, share your story, and create products that solve problems or bring joy. Your authenticity will set you apart.
Finally, find a community. Entrepreneurship can be isolating, but with the support of like-minded women, you don’t have to do it alone.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a beauty entrepreneur?
My philosophy is “Build with purpose, lead with grace.” This reminds me to create meaningful products while staying aligned with my values and community.
Leading with grace means I show up with empathy and authenticity, allowing room for growth and mistakes for myself and my team.
A quote I often revisit is, “Success is not about being the best; it’s about being real, being consistent, and being of service.” This helps me focus on long-term impact over short-term wins.
What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?
To rebuild your confidence, remember your “why.” Your purpose is your anchor when self-doubt starts to creep in.
Next, focus on taking imperfect action. Don’t wait for everything to be perfect; instead, take steps forward, and remember that “done with heart is better than perfect but stuck in your head.”
Surround yourself with supportive voices and communities that will cheer you on and offer real advice.
Remember to celebrate small wins. Every positive review, sale, or kind message from a customer builds momentum and self-trust.
Finally, practice daily affirmations and self-care to remind yourself of your worth. Confidence is a muscle, and self-kindness is the weight you lift.
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
My movement, “Intentional Wellness for All,” is a global call to action, especially for women, to redefine rest and self-care as essential, not optional. We live in a culture that values constant productivity over personal well-being, and I want to change that narrative.
This movement would encourage daily rituals of care and advocate for equal access to wellness education and tools in underserved communities. It would focus on the unique needs of mothers, caregivers, and young women navigating life’s major transitions.
The core belief is simple: When people are well, communities thrive. Wellness is personal and deeply healing, and sometimes, the most profound change begins with the smallest act of kindness to oneself.
How can our readers further follow your work online?
I’d love for your readers to connect with me and explore my brands online! You can find me on Instagram for personalized self-care gift ideas and wellness inspiration, and for vintage-inspired embellished hair accessories and hats.
You can also visit my website to shop our collections and learn more about our mission. For deeper insights into wellness, style, and lifestyle, I share regularly on my blog, BitsStyleJourney.com.
Feel free to follow, message, or subscribe—I love engaging with my community!
