From the movie set to the beauty counter, Josso Leolidas Ewane is proving that passion and purpose can thrive side by side. The actor-turned-producer and entrepreneur has emerged as one of Nollywood’s rising creative forces, building a reputation for storytelling that uplifts and inspires while simultaneously growing a fast-rising beauty brand that celebrates diversity and self-expression.
As the founder of LJ Studios Ltd and LJ Cosmetics, Ewane is redefining what it means to be a modern creative leader. Her production house has already made waves with films like The Intruder, while LJ Cosmetics formerly known as LJ Collection has become known for blending affordability, inclusivity, and elegance in its products.
In a recent conversation, Ewane reflected on her journey from acting to producing, the challenges of leadership on set, and how her ventures in film and beauty share a single mission: to empower women and tell authentic stories.
“As an actor, you always want to do more,” she said. “I’ve learnt that if you can’t get to the table, create your own table. That’s how I decided to get into producing.”
Her first step into production came through Nolly Cine TV, where she produced two French-language films Un Miracle de Noël and Courtise l’Épouse. Today, LJ Studios stands as a full-fledged production company, with a growing portfolio of projects driven by strong storytelling and relatable themes.
Ewane revealed that her debut production, The Intruder, was a learning curve but ultimately a success. “Our first production felt like a walk in the park because we had capable hands,” she said, praising director Saheed Apanpa and his team for their professionalism and teamwork.
When asked about her approach to storytelling, Ewane emphasized her commitment to creating films that resonate deeply with audiences. “I wanted stories that people can connect with stories that reflect everyday struggles and offer hope. One of our films even touches on endometriosis, a topic many women rarely speak about. We want them to know they are seen and not alone.”
Beyond the screen, her entrepreneurial drive led to the birth of LJ Cosmetics, a rebranded beauty house rooted in accessibility and inclusivity. “LJ Cosmetics is about redefining beauty,” she explained. “We believe luxury should be accessible to everyone. Our products are designed for the modern woman high-performance, rich in pigment, and suitable for all skin tones.”
Balancing two demanding careers is no small feat, but Ewane says her faith keeps her grounded. “It’s not a walk in the park,” she admitted, “but I can do all things through Christ who strengthens me. I take it one day at a time and work with capable hands to keep everything running smoothly.”
Her brand’s growth strategy focuses on affordability, inclusivity, and community-driven engagement three pillars she believes will sustain LJ Cosmetics in Nigeria’s competitive beauty market. The company currently operates in Cameroon and Nigeria, with plans for expansion into other African markets through strategic retail partnerships, pop-up experiences, and influencer collaborations.
For Ewane, beauty and filmmaking are not separate pursuits but complementary platforms for storytelling and empowerment. “We’re already planning a project with NGOs that will combine both using film to spotlight social issues while running pop-up beauty events that support charitable causes,” she revealed.
Whether behind the camera or behind a beauty brand, Josso Leolidas Ewane’s mission remains the same: to inspire confidence, celebrate individuality, and make a lasting impact through creativity and compassion.