Zeze Oriaikhi-Sao, Malée, Founder11.01.23
In recent years, Africa’s beauty traditions and its ingredients have captivated the world. Local indigenous brands like Oriki and Arami Essentials of Nigeria, Nokware from Ghana, Lelive and Suki Naturals from South Africa, represent a new wave of independent cosmetic brands across the continent. They are taking center stage, embracing their African heritage, offering products that celebrate the continent’s diverse ingredients and creating an identity that matches the desires of young consumers.
The Youthful Surge
At a time when the global population is aging, Africa is an anomaly. The burgeoning African population plays a pivotal role in propelling the growth of the local cosmetics industry. With a median age of around 19 years, Africa’s youthful consumer base is one of the driving forces behind the surge in demand for beauty and skin care products.Social media and internet connectivity create an increasing consciousness of their appearance and well-being. They seek cosmetics that cater to their diverse needs and skin types. This demographic shift has spurred innovation and entrepreneurship, inspiring young Africans to create their own beauty brands that resonate with their peers.
Furthermore, their digital-savvy nature has accelerated the e-commerce landscape, allowing for easy access to local beauty products. Digital access enables consumers to readily purchase products in markets where infrastructure may be lacking. As Africa’s youthful population continues to assert its influence, the local cosmetics industry is poised for sustained growth and transformation, with youth-driven trends shaping the future of African beauty.
African Beauty Redefined
Africa’s independent cosmetic brands are rewriting the beauty narrative by emphasizing authenticity. These brands proudly embrace their roots, drawing inspiration from traditional African beauty practices that have been passed down through generations. Whether it’s using indigenous ingredients or incorporating cultural motifs into packaging or brand names, authenticity is a driving force behind these brands.One of the defining features of African cosmetics is the use of indigenous ingredients. From shea butter in West Africa to marula oil in Southern Africa, independent African brands harness the power of nature to create products that are both effective and sustainable. Consumers increasing seek these natural, locally-sourced ingredients, recognizing their benefits for skin care and hair care.
African independent cosmetic brands are champions of inclusivity, too. They recognize the diverse range of skin tones and hair types found across the continent and are committed to offering products that cater to everyone. In doing so, they are challenging the industry’s historically limited representation of beauty. This inclusivity includes men as well as women.
African Brands vs. Global Trends
While minimalist beauty trends have gained traction globally, African independent brands often take a bolder approach. Vibrant colors, intricate patterns and statement makeup looks are celebrated. This divergence reflects the continent’s rich artistic traditions, where self-expression through beauty has deep cultural roots.Clean beauty and sustainability are global buzzwords, but African brands have a head start in this area. With a strong connection to nature and a history of using natural ingredients, many African brands championed clean, eco-friendly practices long before they became mainstream. Their commitment to sustainable sourcing and packaging aligns with the global shift toward eco-conscious beauty.
Vying for Global Appeal
African independent cosmetic brands are not limited to their home continent; they are gaining international recognition for their quality and innovation. The appeal extends beyond consumers of African descent, as people worldwide seek products that offer authenticity, unique ingredients and a connection to a rich cultural heritage. Brands like Malée Natural Science and Epara Skincare have launched in leading luxury retailers like Harvey Nichols and Harrods, respectively.As African independent cosmetic brands continue to flourish, several trends are likely to shape their future trajectory:
- Global Expansion. These brands will increasingly expand their reach beyond Africa, bringing their unique products to a global audience. With the rise of e-commerce and social media, barriers to entry in international markets have lowered.
- Innovation. Expect ongoing innovation in product development, with a focus on incorporating traditional African remedies and ingredients into modern formulations. This will continue to drive consumer interest and loyalty.
- Collaborations. Look out for collaborations between African brands and international influencers, makeup artists and celebrities. Such partnerships will help these brands gain even greater visibility and credibility.
- Sustainability. African brands will further strengthen their commitment to sustainability, embracing eco-friendly packaging and responsible sourcing. This will not only resonate with environmentally-conscious consumers but also set a standard for the industry.
While the global beauty industry often looks to the future, African independent brands find strength in tradition. They celebrate age-old beauty practices, infusing them with modern innovation. This balance between heritage and progress is a unique selling point in an industry driven by innovation.
African indie brands’ greatest value proposition is that they are not just about makeup, hair care and skin care; they represent a celebration of culture, identity and natural beauty. In a world where the beauty industry often sets unrealistic standards, these brands offer authenticity and inclusivity.
Embracing A-Beauty and its indie brands is not just a trend; it’s a celebration of humanity’s rich tapestry of identities and traditions. The future is bright for these brands. In an industry driven by trends, African indies remind us that beauty is timeless, diverse and, above all, deeply personal.
Zeze Oriaikhi-Sao
Malée, Founder
office@maleeonline.com
Zeze Oriaikhi-Sao is an entrepreneur, influential speaker, sought-after brand consultant and freelance columnist with a focus on Innovation, sustainability and leadership in the cosmetics, luxury goods and start-up industries. As the founder of Malée, Africa’s first global luxury fragrance and body care brand, an advisory board member at Innocos, the world beauty innovations summit, Oriaikhi-Sao has established herself as a leader in the African-made luxury goods market. She has been featured on CNN, The Telegraph and The Daily Mail. She hosts the podcast Third Culture Africans, and inspires a vast audience with entrepreneurial and lifestyle Insights at zezeonline.