Product Image Credits : Alexis Peskine.
Africa’s fashion scene is one of the most lively and innovative in the world- its growth perhaps attributed to Pan Africanism. Season after season, designers with their eccentric-sleek aesthetic and a knack for fusing culture with global trends have been crowned the new faces of luxury on international runways. But it’s not only Africa’s fashion scene stealing the media spotlight–Africa’s beauty and cosmetic scene has also been rearing its pretty little head in the media. Beauty and cosmetic brands like Estee Lauder and Unilever view Africa’s beauty and personal care market with positivity. Markets such as South Africa (valued at $2.1bn), Nigeria (valued at $1.2 bn) , and Egypt are fast growing and pose valuable assets to these beauty giants.
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Estee Lauder and Unilever are constantly spending exhaustive amounts of resources on research and development while also tailoring products for Africans and African-Americans globally. With Africa, it could pose a very difficult riddle as from country to country, tribe to tribe, region to region, women could differ in hair and skin (generally speaking West African Women tend to have thicker and coarser hair than Northern African women- Yoruba women tend to be darker skinned than Igbo women).
In the midst of this complex battle among giant beauty brands, a unique fresh face has emerged, with other African-owned cosmetic and personal brands such as House of Tara and Shea Radiance, Biokidé (possibly David among the beauty Goliaths), is a beauty company whose vision stems from the concerns of each one of us—wellness and health. Senegal born Parisian Founder, Fatima Kane, is adamant about developing products true to her roots and principles: natural, carefully made, and indigenous to Africa. Biokidé produces a wide range of products—cosmetic, personal care and nutritional. From honey shea butter, shampoo, exfoliating bars, oils, and lip balms— handmade with integrity, these products contain ingredients that are very rich and help both the hair and skin—even the sensitive ones.
The nutritional products are Green Tea and drinks made from Hibiscus, Acai, Ginger, and Ginseng. It’s no secret that green tea has flavonoids which are a class of plant based, organic, chemical compounds that are antibacterial and boost the immune system. Found in Asia, specifically in China and Korea, Ginseng is believed to have been in use for about 4000 years. From regulating the nervous system, to supporting and revitalizing a sick body (like the chicken noodle soup grandparents make for sick kids), this plant really is the closest you can get to a panacea—a cure for all ailments. The Hibiscus flower is native to Africa and is similar to the Green tea plant. It contains antioxidants, revitalizes the body, and does so much more. The Ginger juice is also healthy; it cures digestive problems, helps to stimulate the immune system and acts as an antibacterial agent as well. Apart from the health benefits that companies such as Biokide provide, its impact on the beauty and cosmetic industry as well as the African economy is also attractive. Both beauty and cosmetic giants, Estee Lauder and Unilever, may have aggressive plans for expansion, but both will need to understand African markets. That need will most likely have each giant batting an eyelash –seeking aid from– local and Pan- African beauty brand owners who understand the retail of cosmetics/ beauty products and possess established distribution outlets and partnerships in Africa. Now, how beautiful is that?
Adiree Company is a media, marketing, and marketplace group reaching multicultural consumers. Every month, readers turn to content by Adiree — for impactful conversation, our marketing and it’s marketplace to engage with meaningful products. Focusing on everything from culture, lifestyle to careers, Adiree Company leverages the power of diversity and heritage to engage and empower. Adiree Company was founded in 2009 and is headquartered in New York City, with offices in Lagos Nigeria.