Chidimma Umeh, popularly known as Dimma Umeh, is a Nigerian beauty, fashion, travel, and lifestyle content creator. Her Youtube channel is one of the most viewed in Nigeria with over 390,000 subscribers and 24 million views. According to her, her blog is an opportunity for her to share some of her favourite things, and to give readers an insight into her life as a Nigerian.
Early Life and Education
Chidinma was born on the 5th of June in Enugu State, Nigeria. Her father is from Anambra state, while her mum hails from Imo state. Dimma is the first of 7 children and spent her formative years in Enugu state. She is a graduate of Banking and Finance, a course she chose because she liked how bankers dress to work. In 2016, she obtained her Master’s degree in Entrepreneurship and Innovation in the UK to help her make money out of content creation. She moved back fully to Nigeria in January 2016.
After completing her National Youth Service Corp (NYSC), she decided to go fully into content creation under the moniker “That Igbo Chick”, a name she says was inspired by reading Half of a Yellow Sun and being intrigued by her roots as an Igbo woman. She posted her first youtube makeup tutorial in 2012. Her youtube channel has evolved over the years and she currently has over 390k subscribers. In the past, she has reviewed popular fashion and retail brands such as Maybelline, Asos, Fenty, Amazon, Dolce & Gabbana, etc. Her videos range from makeup tutorials, to travel vlogs, to Q&As, shopping hauls, etc.
Awards and Recognition
As a vlogger, she has received several awards and recognitions. She has been featured in Essence, Guardian Life, Genevieve Magazine and CNN African Voices. Her blog dimmaumeh.com, won Best Beauty Blog in the Nigerian Blog Awards in 2013 both by popular vote and Judges’ Choice. In 2020, she was nominated for African Social Star of 2020 in the E! People’s Choice Award. As a content creator, she has been a participant in notable workshops and festivals such as The Youtube Black Summit, The Youtube Kenya Workshop and Cannes Lions International Festival of Creativity.
Dimma is also an outspoken feminist who uses her platform to speak on issues about African women and girls such as on-campus sexual harassment, marriage, gender roles and job security for women.
Listen to the content creator on Document Women’s “We’re Not Crazy, You Are”