Rise And Fall: The Story Of Safiriyu Tiamiyu And The C0llapse Of ST Soap 

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.