Dynamic, driven, and deeply passionate, Josso Leolidas Ewane is a woman who refuses to wait for opportunities she creates them. From her beginnings as an actor determined to shape her own path, she has evolved into a trailblazing producer and entrepreneur, helming LJ Studios Ltd and LJ Cosmetics, two brands united by creativity, purpose, and empowerment. In this exclusive interview, Josso shares how she’s building stories that inspire, crafting beauty that’s inclusive, and proving that with vision and faith, it’s possible to balance success across two demanding worlds film and fashion.
What inspired you to become a producer, and how did you take the very first step?
As an actor,you always want to do more,especially for someone like me who doesn’t just sit and wait for opportunities. I’ve learnt that sometimes,if can’t get to the table,create your own table. That’s how I decided to get into producing. My very first step was producing for Nolly Cine TV first. I produced 2 French movies for them titled UN MIRACLE DE NOËL and COURTISE L’EPOUSE. Now,we have our own production house which is up and running (LJ STUDIOS)
As a first-time producer, what challenges surprised you the most during your project?
When I first produced,some crew members didn’t have adequate experience in their fields. They waited to be told what to do and that sometimes delayed production. It was a challenge for me. However, LJ STUDIOS first production THE INTRUDER felt like a walk in the park. We worked with able and capable hands and the director, SAHEED APANPA, together with his team, made the job way easier and more organized. Everyone had their hands on deck.
How did you choose the story/script for your debut production?
For the story,I knew I wanted to tell stories that were relatable and impactful. I wanted stories that people will watch and get answers to their day to day experiences,hence the story we chose. It touches family,it touches endometriosis (which most women who go through it barely talk about it). We want them to watch and understand that we see them and they aren’t alone.
What lessons have you learned about teamwork and leadership on set?
Team work makes the dream work. As a leader,you must first understand that you’re serving. It’s not just a title. Attention on communication,ensure that you’re listening to everyone you’re working with,lead with integrity,be objective in decision making. I learnt all that and I’m happy I worked with the people I worked with for LJ STUDIOS. It felt like family.
Tell us about LJ Collections — what makes your cosmetics brand stand out?
LJ Cosmetics is a redefined beauty brand born from the belief that luxury should be accessible to everyone. Formerly known as LJ Collection, we’ve evolved into a cosmetics house that blends elegance, inclusivity, and innovation ,without the luxury price tag.
How do you balance being a producer and running a cosmetics company at the same time?
Our products are designed for the modern woman who wants high-performance formulas, rich pigments, and products hitch give the skin effect, all while staying budget-conscious. From everyday essentials to bold statement looks, LJ Cosmetics empowers beauty lovers to express themselves confidently and authentically. We cater to all skin types and tones.
I promise you,it’s not a walk in the park,but I can do ALL things through Christ who strengthens me.What I’ve learnt to do is go with it one day at a time. When I’m not filming,I’m handling the brand. Also,I try to work with capable hands so even when I’m not on ground,the business is running just fine.
What role does beauty or self-expression play in your vision for LJ Collections?
At LJ Cosmetics, beauty and self-expression are at the heart of our vision.We believe makeup is more than just products,it’s a language of confidence, creativity,and identity. Our goal is to create affordable luxury that allows every woman to express who she truly is, whether that means soft elegance for everyday or bold statements for special moments. LJ Cosmetics exists to remind women that beauty is not about fitting into one mold, but about embracing their uniqueness and telling their own story through color, texture, and glow.
How do you plan to grow LJ Collections in such a competitive cosmetics market?
We acknowledge that the beauty market, especially in Nigeria is competitive, but that’s exactly where LJ Cosmetics stands out. Our growth strategy is rooted in three pillars; accessibility, inclusivity, and community. First, we’re offering luxury quality products at affordable prices, which meets a major demand in Africa’s growing beauty industry. Second, we’re building an inclusive brand that celebrates every skin tone, undertone and age inclusive, something many global brands often overlook in this market. Third, we’re focused on community-driven growth; leveraging social media, influencer partnerships, and user generated content to build strong customer loyalty, hence why we have some UGC content creators already showing others how our products can be used. LJ Cosmetics products aren’t just products, it’s an experience.
Beyond that, we plan to scale through strategic retail partnerships and distribution, pop-up experiences, and eventually international expansion, starting with other African markets(we’re currently in Cameroon and Nigeria)Our vision isn’t just to compete,but to carve out a unique space where luxury meets accessibility, and that’s what will sustain our growth.
Do you see any way your work as a producer and your cosmetics brand can complement each other in the future?
Of course I do. As a matter of fact,I have a partner now for the cosmetic brand and we’re working a project where we will work with some NGOs to tell stories that touch some societal ills (that’s through production) and we will do a pop up shop where all everything sold on that day will go for a good course. I’m trying not to go into a lot of details on this but I believe my work as an actor/producer and the cosmetics brand complement each other perfectly and then pretty soon,the details will be seen.