₦airaland Forum

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


https://thepressngr.com/rise-and-fall-the-story-of-safiriyu-tiamiyu-and-the-collapse-of-st-soap/

Nigerian competitors always fly fake rumors to bring down other brands in order to sell their own.

I remember those days when Royco cube launched a new product called Royco stew, Omo Royco took over the market because the product was innovative and good. It made stew red, sweet and had good aroma. Suddenly everybody forgot about other seasoning cubes. Na Royco stew just dey reign.

Before you know it, one wicked rumor just surfaced that they use human blood to make the new Royco stew seasoning. Omo, that was how that excellent product just died because no one wants to imagine that he or she has been eating human blood

It was so sad 😢 So I'm not surprised about what happened to this man. Even without evidence, they can use wicked rumors to kill a good product. It's so wrong.

His workers killed his Business. He should have opened another factory in another town and closed down the old factory

chicfarmer:
Nigerian competitors always fly fake rumors to bring down other brands in order to sell their own.

I remember those days when Royco cube launched a new product called Royco stew, Omo Royco took over the market because the product was innovative and good. It made stew red, sweet and had good aroma. Suddenly everybody forgot about other seasonings. Na Royco stew just dey reign.

Before you know it, one wicked rumor just surfaced that they use human blood to make the new Royco stew seasoning. Omo, that was how that excellent product just died because no one wants to imagine that he or she has been eating human blood

It was so sad 😢 So I'm not surprised about what happened to this man. Even without evidence, they can use wicked rumors to kill a good product. It's so wrong.

Royco is now so scarce in most of the Southern state, the last time I saw it was in the North.

Court cleared him doesn't mean he's innocent of the allegations.... The law deals with facts and evidence, but most of the allegations against this man were spiritual, and if the court can't lay hands on physical evidence, then the case holds no water..


He's one of the major sponsors of the program that eventually expose him... So him winning in court doesn't make him innocent

ST was one of the most popular and highly used bathing soap across homes in the South Western States in the 90's.

I remembered vividly the frequency of its advert both on TV and Radio.

However, successful businesses have been obliterated in Nigeria by very raw, unethical and aggressive competition of the rival companies.

I never heard and knew of Alhaji Tiamiyu's passing. May Allah continue to bless his soul Aameen.

If you've ever worked in that company , you will understand that he is truly a ritualist. I worked as a factory worker there once, and I can categorically say the allegation was true. But now he's gone; may God forgive his shortcomings.

In all you do, never let ST soap enter your eyes while bathing.

Tooh, Tiamiyu thanks for your serviceɠ

shotuns:
If you've ever worked in that company , you will understand that he is truly a ritualist. I worked as a factory worker there once, and I can categorically say the allegation was true. But now he's gone; may God forgive his shortcomings.

can you tell us what you notice or see

I remember those ST soaps ads in the 90s and early 2000s.

Sad indeed. ST soap that year

He was supposed to have expanded big time across Nigeria

that his soap was always recommended by babalawo with local sponge for certain cleansing that year

shotuns:
If you've ever worked in that company , you will understand that he is truly a ritualist. I worked as a factory worker there once, and I can categorically say the allegation was true. But now he's gone; may God forgive his shortcomings.

Did he use you for ritual?

What is bad if a man is a traditional worshipper

Man can not worship his own God in peace

Wawelexy:
Court cleared him doesn't mean he's innocent of the allegations.... The law deals with facts and evidence, but most of the allegations against this man were spiritual, and if the court can't lay hands on physical evidence, then the case holds no water..


He's one of the major sponsors of the program that eventually expose him... So him winning in court doesn't make him innocent

I don't know what to tell you. But all I know is that there is no way human blood can be mixed into the ingredient for making the soap. Getting human blood is costly. He will run into a great loss. Or you want to say that the ritual will bring the money. Juju is fake, so the ritual won't bring any dime. Except maybe he is having a separate business of selling human parts. If not, using ritual and incantations to make ST soap won't fetch a kobo but big losses.

shotuns:
If you've ever worked in that company , you will understand that he is truly a ritualist. I worked as a factory worker there once, and I can categorically say the allegation was true. But now he's gone; may God forgive his shortcomings.

What evidences do you have to that effect, PROBABLY NONE.

Know this, that someone is into TRADITIONAL PRACTICE does not make him a ritualist.

I remember the St advert those days.
Ose ST má rèé óò, ikan dára fún wẹ láṣan, ìkan dára fún aṣọ fífo, ẹra ST keridi ọ̀rọ̀ wá.

hehe na dem na one girlfriend go spoil everything overnight

I remember ST soap. Wow! How time flies

abbasajao:
I remember the St advert those days.
Ose ST má rèé óò, ikan dára fún wẹ láṣan, ìkan dára fún aṣọ fífo, ẹra ST keridi ọ̀rọ̀ wá.

legit…
ole koko kii jowo o jare..

I remember ST soap, Kampala soap, Mojees, Laide products

ST SOAP OSE TO N MARA JOLO

ThePressNgr:
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


https://thepressngr.com/rise-and-fall-the-story-of-safiriyu-tiamiyu-and-the-collapse-of-st-soap/

I doubt if klin was in the market in 1979

Mann, this soap that year.

shotuns:
If you've ever worked in that company , you will understand that he is truly a ritualist. I worked as a factory worker there once, and I can categorically say the allegation was true. But now he's gone; may God forgive his shortcomings.

Tell us more. Just hearing the name for the first time

I remember this soap while growing up in Ibadan.

Ibadan.... And Southwest In general enjoyed so many firsts.... Entertainment, food, clothing etc.

Wawelexy:
Court cleared him doesn't mean he's innocent of the allegations.... The law deals with facts and evidence, but most of the allegations against this man were spiritual, and if the court can't lay hands on physical evidence, then the case holds no water..


He's one of the major sponsors of the program that eventually expose him... So him winning in court doesn't make him innocent

You seem to know much about him

I used to think it was Sikiru Tiamiyu as a child
Wao 😳
Omo that soap that year in Ibadan, na bomb

Never seen this soap in my life. And I've been alive in Nigeria for a long time.

Habbeyy:
Mann, this soap that year.

ST antiseptic soap in particular, it worked far better than all these expensive soaps we have today. Dem no born the kokoro or kurokuro to survive where ST dey

oxygenlove:
legit…
ole koko kii jowo o jare..

that ole koko jingle was for tolly soap not ST