As global beauty standards shift, the Miss Universe organization’s decision to embrace women of all sizes and ages is not just a cultural milestone — it’s a strategic rebranding move with significant business implications, particularly in emerging markets like Nigeria.
Juliette Haggerman, Producer of Miss Universe and international coach, says the change is both overdue and commercially sound. “We wanted it to open up because we know everyone is not a size zero to a four,” Haggerman said. “There are women of all sizes and ages. Limiting the pool limits your brand’s reach and relevance.”
This inclusivity, she says , reflects real-world diversity — a market reality brands can no longer ignore. “Eight or nine years ago, we had a young lady with curves, and people dished her online,” Haggerman recalled. “But this is reality. Opening up is catching up to reality.”
For Silverbird Group, organizer of Miss Universe Nigeria, the shift aligns with a broader strategy of empowerment and brand expansion. Arthur Ngwube, Brand Manager, emphasized that the pageant’s value proposition remains “beauty and brains” — a combination that resonates across demographics and markets.
“Every country wants to put their best women forward,” Ngwube said. “We’re giving Nigerian women the opportunity to compete — and that builds national pride and brand equity.”
The organization is also investing heavily in contestant development, not just for pageant success but for long-term personal branding. “We’re training them on how to respond, how to carry themselves — as if there’s a crown on their head,” Ngwube explained.
A key focus is social media management. Joshua Olorunfemi, Head of Digital Media, Silverbird Group, noted that queens are no longer just contestants — they’re influencers. “Social media is a platform and there are individuals on those platforms who have a life. You may be redirected to think that everything that is happening in the real world is what is happening on social media. A portion happens on social media while another portion happens in the real world. Secondly, you are chosen for a reason. The difference between a Queen in a palace and an average woman is that being in a palace, you have some sets of rules and regulations .It comes with certain training and policies.
A Queen has a certain decorum. You can’t say what an average person says,” he said. “We have policies, training, and teams to help them build personal brands that could be bigger than they imagine.”
Olorunfemi went further to say “There are trainings you will have to undergo .There are certain things we will check in term of the kind of content you put out. We have trained people you can reach out to before you put out any kind of content. Our social media team will also put you through on how to run ads on your social media platforms. It could also help you build your personal brand. Some of your brands could be bigger than what you can think about right now. With the right team and the right training, you will get from where you are to where you are destined to be. There will be training and policies in place.”
With structured coaching, mental resilience programs, and digital branding support, Silverbird is positioning its contestants not just as beauty queens, but as future entrepreneurs, ambassadors, and thought leaders.
As the pageant industry evolves, Nigeria’s model — blending inclusivity, training, and brand strategy — may offer a blueprint for sustainable growth in the global beauty economy.
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