June 26, (THEWILL) – Former Big Brother Naija Reality star, Iheme Faith Uloma, otherwise known as Ifu Ennada, speaks to IVORY UKONU about her work as an actress, a beauty entrepreneur and a plethora of other things that defines who she is.
You caused quite a stir with the kind of dress you wore to the Africa Magic Viewers Choice Award event. What inspired it?
My dress was inspired by a variety of things and it can be interpreted many ways. The story I was telling with it is basically a woman rising above all that society throws at her in the form of challenges and the kind of negative-minded people that she meets. The images on the dress represent such people and the challenges that I speak of.
Was the contact lens you had on meant to complement the outfit or was it passing its own message separately?
The contact lens was telling the story of Storm from XMen, an American superhero film series based on the Marvel Comics superhero team of the same name. And we know that Storm is a very powerful superhero. The moment she activates her strength, she just changes the atmosphere in a matter of seconds and things are never the same. You can’t also hold her down. So for the event, I was ‘Storm,’ changing everything for good. The entire look had a very gothic feeling and you know that gothic is not for the weak-minded. It is very powerful and has a lot of powerful energy behind it.
Was the design entirely your idea, your stylist, Toyin Lawani’s or a joint effort?
So here is what happened – I went to Toyin and told her ‘Boss, I need to scatter everywhere at this year’s AMVCA.’ The last time, which was during the 2020 edition of the AMVCAs, we were everywhere. We attracted the attention of the international media like The Washington Post, BBC, CNN and loads of other international media platforms wrote about us. I had an interview with a journalist from The Washington Post. So, based on the fact that we already had a very successful outing, I knew I needed to up my game with what I wanted to wear. She sent me several inspirations and after some back and forth, we finally agreed on what we would work with. I asked her to take all the creative freedom that she desired, no holds barred, and do what she must do. And she could go on to tell whoever cares to listen that I am one of her favourite clients because I give her the freedom to create what is really outstanding.
Is it true the that dress set you back by $100,000 as reported?
The entire look was worth over $100,000, not the dress itself or what I paid.
You seem to be quite dramatic about your choice of dresses to events like the AMVCA. Is this deliberate and what message are you trying to pass across to your fans?
Everything I do as far as social media or my life is concerned is very intentional. Yes, my choice of dresses is very deliberate. Besides, as a celebrity, especially one that is very popular for being a housemate on the Big Brother Naija reality show, it is very easy for one to get lost in the sea of housemates, especially when it’s been a while since I was on the show. Also, since it is not everyone that follows me on social media, once in a while I like to to make an appearance out there, grab the opportunities that are available, make a statement and let the world know that I am still here and killing it. So with this year’s ensemble, I wanted people to know that Ifu Ennada is still very much around and I broke the Internet. Yes, I did break the Internet.
Why is Toyin your go-to person for your choice of dresses?
As far as Nigeria is concerned, I have never seen any designer who does what Toyin is doing through her Tiannah Empire. I haven’t seen any that is willing to really step outside the box and do things that will get other people talking. especially if people do not understand your concept. Toyin is a very unique designer and stylist. She is a lot of things and for anyone that is thinking of statement outfits, unconventional ones, you know she is the person to go to. Aside from that, she is just really talented and professional. She gives more than a 100 per cent to whatever design she works on. She goes all out and who wouldn’t want to work with someone like that?
Your Wikipedia page says you are a fashion designer. Do you currently run a fashion design outfit?
The page was not put up by me, but by God knows who and I have tried in vain to edit that part out as I am not a fashion designer. I do like to look good and I can be stylish and fashionable, but I am not a fashion designer.
You are also an actress. Have you always wanted to be one or is it a means to an end?
A lot of people do not know this, but I started acting long before I got into the Big Brother Reality Show and I have gained some recognition via nominations. In 2016, I was nominated in the Africa Movie Academy Award for Best Young and Promising Actress of the Year for my role in the movie, O-Town. In the same year, I produced a short film titled, Broken Virgin, which was inspired by a real life rape story. The film got me several awards and nominations, including the award for Best Actress at a Film Festival. I have also bagged another award from African Voices in the United Kingdom as the Best Actress. Acting for me is not a means to an end as I have not been active for at least three years now. If it was a means to an end, I would have been actively acting. I just took time off to build my businesses and basically make sure that it has a strong foundation so that I am at peace when I travel or be on set acting.
What was your first movie role and how did you get it?
It was actually a television series called Emerald and it was a lead role where I played a streetwise call girl named Tina. I basically auditioned for it. It was my first time auditioning for an acting role as a professional. It was broadcast on one of the Africa Magic channels for at least three years.
How easy or difficult was your acceptance in the movie industry?
I am not sure how to answer this because I do not know what the acceptance level is or how one is supposed to judge acceptance in the movie industry. I just do my thing really. I belong to no clique. I am currently not acting, but I am getting ready to go back to it. I am just waiting for the right script.
Like most actors, are you going to transition into film production or directing?
Most people do not know that I am a professional television producer with several years of experience because when I did all of these things, I wasn’t popular. I am also a professional television presenter. With regards to producing movies, I intend to do more of that because there are some kinds of stories I intend to tell. So, yes, I want to do more.
Who are some of the people you look up to in the entertainment industry?
As a matter of fact, I don’t like to look up to anyone because if you shape or model your life after someone and they go on to do something highly disappointing, it affects you. There are people I probably like for their work, but I wouldn’t say that I look up to them, especially in the industry.
Did you ever think in your wildest imagination that you would be as big and as recognised as you are today?
Most definitely. I am not even as big as I want to be, not even as recognised as I want to be, but for as long as I can remember, I saw myself being a public figure, being on international stages, doing big things. I have always dreamt really big. So being popular and recognised is something I always knew was going to happen to me. I am not close to where I want to be, but I am a work-in-progress and this is something I knew would happen. So yes, I am living my dreams.
What prompted you to participate in the Big Brother Naija Reality Show?
Honestly it was a friend who pushed me to audition for it. Prior to my auditioning, I had no idea what Big Brother Naija Reality Show was all about. The only time I watched the show and I say the only time because even after I got out of the show, I haven’t watched it, so I do not know a lot of the housemates. I only know the ones that somehow get into the news for something. So the only time I watched the show was when Karen Igho was on it. That was Big Brother Africa. There was something about her personality and her boobs actually. It was the first time I would see someone with such an enhanced pair of boobs. I was really young then, a teenager working as a television presenter and we had this television in the common room which I watched when I was on break. That was my memory of Big Brother.
I don’t think I ever watched one hour of Big Brother Africa or Big Brother Naija shows back then. So I auditioned in 2017 for the 2018 Big Brother Naija show. I was so broke then, nothing was working in my life. I had done some jobs, but I had not been paid. I was squatting with my cousin at that time. I was so frustrated back then. I remember that I would manage maybe N200 for an entire week. I would keep N40 to get maybe a quarter of a loaf of bread to eat with N10 worth of margarine. That would be my meal for an entire day. So there was this lady that owned a restaurant in the building where I was squatting with my cousin. Each time I helped her to set up her stall and I buy say N50 rice from her, she would give me a huge plate of food, say something worth N500. And whenever she gave me that huge portion, I would split the food into three or four parts and look for a way to manage it through the week. That wasn’t the reason I was helping her. I was helping her because her younger sister was my friend before she travelled out of the country.
What I am trying to say is that I was trying my best to earn a living. Life was really hard. And one of those days when I had nowhere to go to, my friend called me on the first day of auditioning in Lagos and asked if I had auditioned for Big Brother. I was like, ‘Dem still dey do that show?’
And she asked me to audition. According to her, I have a really interesting personality. At that point, I didn’t even have a dime to transport myself to the venue of the audition. So she sent me N10,000. At that time, I was really craving pizza and coke. I didn’t have money, I was hungry but that was what I was craving and that was what I wanted to spend the money on and not bother myself about any Big Brother show. But instinctively, I didn’t spend the money and I decided to go for the audition. I was there before 5am the following day. I auditioned and one thing led to another. I got selected and made it into the house.
Do you still keep in touch with some of your housemates and who amongst them are you closest to?
I guess everyone is as busy as I am busy with my life. I guess they are all focusing on one thing or the other. I am focusing on my businesses and personal growth so I can’t really speak for other housemates
Do you think the attention the show gets is misplaced, compared to educational shows that get little or no attention?
There is a reason why Big Brother shows get a lot of attention. If the people who organise educational shows also want that sort of attention, then perhaps they should rework their marketing strategy. If Big Brother was a shit show, no one would watch it. So if you want something to gain traction, then look at people who have done it successfully and take inspiration from them. I don’t agree that the attention the show gets is misplaced, That is what the show is meant for, to get the attention of viewers.
Some Nigerians have suggested that the show be put on hold for some reasons, such as the 2023 general election, to enable the youths remain focused. What are your thoughts?
If the youths want to be focused on more important things, they will be really. I think Big Brother is a distraction from most people’s daily lives, a pleasant distraction I would say. But then, you can’t force an adult to do something they don’t want to do. If someone doesn’t recognise something as important to them, there is really nothing you can do to make them change their minds. The general election is important, no doubt; especially if we all vote right massively, we can change the direction the country is currently headed. But then, there is only so much one can do. I know people who watch the show and are also vested in the forthcoming election and they have been campaigning, pushing their friends and followers to get involved in the electoral process.
What was growing up like for you?
Growing up was tough. It was interesting, thanks to my siblings and my parents, but it was really tough and at some point, we had to move back to the village. It was in the village my younger brother died right in my presence. He was four years old, I was 10. To cut a long story cut short, a cousin confessed to my mother that she was responsible for my brother’s death, no thanks to her spiritual activities in a secret cult. That is part of what shaped my childhood because I grew up with this resentment for a lot of things and also the determination to be successful, not just to help my family but also to help people. I mean, if we were not facing that hardship, we wouldn’t have gone to the village and my brother would probably still be alive.
What would you say must have significantly shaped you to be who you are today?
I would say my childhood, growing up, my parents, the way that they brought me up and my personal decision to add value to everything. It is one of the reasons I am a business woman. I am able to add value into people’s lives by solving problems through my creations.
You also into the beauty business, you own a hair and a skin care brand. What is the story behind them?
I own an award-winning hair care brand called Beautiful Ennada, which basically manufactures and provides hair care products to women and men across the world. It helps to solve the problem of poor hair growth, hair breakage and help people attain their most healthy hair ever. My skin care brand was inspired by the need to help women heal their damaged skin, appreciate, love their skin and basically just naturally, nourish their skin.
I also have a hair extension brand called Beautiful Hair, it is a line of pre-stretched hair extensions that helps women save time and money spent braiding. My hair extension are pre-stretched like the name says, so it means that all that cutting, combing and pulling that comes with hair extension, that work has already been done, all you need to do is buy and braid and you don’t have to sit so long in your hair stylist chair and your hairstylist doesn’t have to waste all that time prepping the extension before using it.
The extension comes in 30 and 16 inches and in 16 colours as well. All of my businesses were inspired by the need to solve problems, I am a problem solver. My hair and skin care businesses were particularly inspired by skin and hair care challenges that I faced.
Once upon a time, I didn’t have this healthy full hair that I have now. I lost my edges, my hair was relaxed and the growth was terrible because of the poor information and advice from various hair stylists that I had at some point and I needed to get back my healthy hair so I had to learn hair care formulation professionally. The skin care brand was inspired by a bleaching cream I unknowingly used that caused me terrible steroid cystic acne, stretch marks in places I never had, the really ugly ones. Then I developed terrible dark knuckles that were embarrassing. I wasted money trying to fix my skin as nothing worked and so I decided to learn how to formulate skincare products professionally, understand and fix my skin. When I looked around me, I discovered several women were in my shoes and this further spurred me. My products do not contain bleaching formulations but naturally formulated safe ingredients.
What life philosophy do you live by?
I believe that life can be as beautiful as you want if you just keep going at it, having faith in God and not giving up. It might take time, but if you are on the right track, things will definitely work out for you
How do you let off steam when you aren’t working?
When I can afford to, I like to travel, even if it is not outside the country, just some place outside of Lagos or just a nice boutique hotel with good service and I am there for several days and I just sleep.
Ivory Ukonu is a versatile journalist with many years of experience, with entertainment and society reporting as her area of core competence.
