The story of Alhaji Safiriyu Tiamiyu is one that captures the beauty of hard work… and the tragedy of a name destroyed too soon.
From the humble corners of a face-me-I-face-you apartment in Ijebu, a young man dared to dream. That man would go on to build ST Soap — a brand that became a household name across South-West Nigeria.
But before the fame… there was struggle.
As a young hustler, Tiamiyu travelled long distances to Kogi State, buying garri and transporting it back to Lagos for sale. It was not glamorous. It was not easy. But he remained consistent — for over 20 years.
That consistency changed his life.
In 1979, after years of saving, he gathered ₦2,000 of his own money and borrowed ₦3,000 from his father. With ₦5,000 — a modest sum even for that time — he ventured into soap and nylon production.
It was a bold move.
At the time, Nigeria’s market was dominated by detergents like OMO and Klin. Bathing soap was scarce. Tiamiyu saw what others didn’t — an opportunity hidden in shortage.
That vision gave birth to ST Soap — named after Safiriyu Tiamiyu.
From that small beginning, something remarkable emerged.
Within a few years, ST Soap grew into a thriving enterprise. The company employed over 1,000 workers, with its headquarters in Ijebu Mushin and branches spread across Ogun State.
But Tiamiyu didn’t just build a product — he built a brand.
Through heavy investment in radio and television advertising, ST Soap became unforgettable. For many who grew up in the early 2000s, the jingles were impossible to ignore.
He sponsored popular programs, including the well-loved Kola Olawuyi Show – Nkan Mbe.
Business was booming.
ST Soap was everywhere — in homes, in markets, in villages.
For many families, it wasn’t just soap — it was a memory.
I remember it clearly.
My father loved ST Soap, that was his soap of choice. Bright white, rich lather, thick foam — rinsing it off was a task on its own. You needed plenty of water.
It was quality. It was trusted.
Then… everything changed.
In 2005, Alhaji Tiamiyu was accused of involvement in ritual practices and the purchase of human parts — a shocking allegation that shook his reputation to its core.
Though he was later cleared by the court, the damage had already been done.
Public perception shifted.
Trust disappeared.
And slowly, painfully… the empire began to crumble.
ST Soap faded from the market.
The man who once stood tall in business quietly withdrew from public life.
On October 14, 2020, Alhaji Safiriyu Tiamiyu passed away after a prolonged illness — an illness many believe was deepened by the emotional weight of watching his life’s work collapse.
This is not just a business story.
It is a story about reputation… and how fragile it can be.
Because when a man is destroyed by unproven accusations, the damage goes beyond him.
Over 1,000 livelihoods tied to that business were affected.
Families suffered.
Dreams ended.
And a legacy faded.
It raises a painful question:
How many great men have we lost — not to failure, but to destruction by narrative?
Nations do not grow where people are quick to tear down their own.
Sometimes, the problem is not just leadership.
Sometimes… it is us.
Rest well ,Alhaji Safiriyu Tiamiyu
