Every founder has a moment when grit meets instinct, and instinct meets a little bit of madness. For Ifedayo Agoro (CEO at Dang! Lifestyle) those moments became the fuel that took a Nigerian-born skincare brand global. In this candid reflection, she shares five bold, unconventional—and sometimes downright unhinged—decisions that shaped her journey. From betting big on herself to embracing visibility, chasing feedback, and moving across continents with nothing but conviction, her story is a reminder that growth isn’t always tidy. But with courage, clarity, and a willingness to try what others won’t, it can be extraordinary. Read Ms. Agoro’s experience:
5 unhinged things I did as a founder to grow my business, DANG Lifestyle
– In 2020, I had $120,000 in a savings fund in the USA. I took $100,000 out of it to start DANG Lifestyle. An older friend told me, “This is crazy, Ife, but you can still return to Oil and Gas if this doesn’t work out.”
It worked out. ☺️
– In the beginning, I would accost people and ask them if they ever heard about Dang Lifestyle. If they hadn’t, I proceeded to order them one bestseller product for free and then hound them for a honest review. 😂
– I was anonymous online for 5 years but revealed myself in 2020 for one of two reasons: 1) I needed people to see my skin and how Dang! Lifestyle products would make it better as time went on. 2) I knew that owning my identity would lend authenticity to my skincare brand.
– In 2020, I slept only 3 hours a day for 3 months (This is a big deal because I love my sleep).
I dedicated time to read about all the skincare brands I admired, then founders and their marketing strategies:
I may not have taken lessons from all of them but it clarified for me, exactly how I wanted Dang! Lifestyle to run.
– I moved to America to grow the business with no idea how that would happen and how long it would take. I did it anyway because I have myself, I am capable of anything I set my mind to.
This Nigerian girl has taken her business global.
Growth is not always polished. Sometimes it’s borderline mad. Sometimes it’s faith.
Sometimes it’s selling yourself before anyone else believes in you.
© Ifedayo Agoro 2025