The story of Safiriyu Tiamiyu is one of resilience, enterprise, and eventual decline—capturing both the promise and fragility of indigenous businesses in Nigeria.
Humble Beginnings
Tiamiyu began his journey as a small trader, travelling from Kogi State to Lagos to buy and sell garri. For over two decades, he remained consistent in the trade, gradually saving enough capital to venture into manufacturing.
In 1979, with a total of ₦5,000—₦2,000 in savings and a ₦3,000 loan from his father—he launched a soap-making business.
Birth of a Brand
That same year, ST Soap was established, filling a market gap at a time when bathing soap was relatively scarce compared to detergents like OMO Detergent and Klin Detergent.
The brand quickly gained popularity, particularly in southwestern Nigeria, driven by:
Strategic advertising on radio and television
Sponsorship of programmes like the Kola Olawuyi Show Nkan Mbe
Strong distribution across Ogun State and beyond
At its peak, the company employed over 1,000 workers and became a household name.
Crisis and Controversy
In 2005, Tiamiyu faced serious allegations involving ritual practices. Although he was later cleared by the court, the controversy significantly damaged his public image.
The reputational crisis led to:
Declining consumer trust
Reduced patronage
Gradual collapse of the business
Decline and Death
Following the downturn, Tiamiyu withdrew from public life as ST Soap faded from the market.
He passed away in October 2020 after a prolonged illness, marking the end
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