During the 1980s and early 1990s, S.T Soap was one of the most recognizable household brands in southwestern Nigeria. Produced by Safiriyu Tiamiyu, the product became extremely popular due to its effectiveness, distinctive packaging, and an unforgettable radio jingle that turned into a cultural phenomenon across South West Nigeria.
Humble Beginnings
The story of the brand began in 1979, when Alhaji Safiriyu Tiamiyu founded S.T Soaps Limited with a modest capital of ₦5,000. According to an interview he granted on the Yoruba television programme L’abe Orun, the initial capital came from:
₦3,000 from his father
₦2,000 from his personal savings
Before entering manufacturing, Tiamiyu had been trading garri, buying from Auchi and selling in Lagos.
Expansion and Industrial Growth
What began as a small home-based production quickly grew into a significant manufacturing operation. As demand increased, the company expanded from the passageways of Tiamiyu’s residence to a large industrial facility in Ijebu‑Mushin.
At its peak:
The company employed over 1,000 workers, many from the local community.
Production expanded beyond soap into polythene products and related manufacturing.
The factory became a notable industrial presence in the region.
The Famous S.T Soap Jingle
A key factor behind the brand’s success was its marketing strategy. Despite having limited formal education, Tiamiyu understood the power of advertising, investing heavily in promotions on Radio Nigeria and other media outlets.
The Yoruba-language jingle became widely known and often sung in homes and markets:
“Ose S.T mà rè o…”
(Response: “Eee!”)
The rhythmic call-and-response format made the advertisement memorable and helped embed the brand deeply into everyday life across Yoruba-speaking communities.
What Happened to S.T Soap?
Despite its early success, several factors eventually led to the decline of the brand in the mid-1990s:
Economic challenges in Nigeria
The structural adjustment policies and economic instability of the late 1980s and 1990s affected many indigenous manufacturers through rising production costs and unstable currency.
Competition from multinational brands
Large multinational companies such as Unilever and Procter & Gamble dominated the soap market with stronger distribution networks and larger marketing budgets.
Industrial and management pressures
As the company expanded rapidly, sustaining production, distribution, and operational costs became increasingly difficult.
Changing consumer preferences
By the mid-1990s, Nigerian consumers began shifting toward new detergent and soap brands entering the market.
Over time, production declined and the once-popular brand gradually disappeared from store shelves.
Cultural Legacy
Even though the product itself faded from the market, S.T Soap remains a nostalgic symbol of indigenous Nigerian entrepreneurship. The brand demonstrated how a locally built company could compete nationally through determination, creativity, and effective marketing.
Today, many Nigerians—especially those who grew up in the 1980s and 1990s—still remember the jingle and the soap as part of their childhood memories.
Sources
Oral interviews with Safiriyu Tiamiyu on L’abe Orun
Historical accounts of Nigerian indigenous manufacturing in the 1980s
pulse Nigeria archives referencing the rise of S.T Soap in southwestern Nigeria.
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