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African beauty brands leverage local knowledge and authentic storytelling
By our African Marketing Confederation News Team | 2025
Rather than following global influences, African consumers are seeking indigenous ingredients suited to expressing identity and heritage.
Rising incomes, economic diversification and greater female workforce participation are helping to drive demand for personal care products in Africa, according to a study by Euromonitor International.
The report, titled ‘Arab and African Beauty: The Story of Identity, Innovation and Opportunities’ examines trends in the MEA region pertaining to hair care, skin care, colour cosmetics and fragrances.
It highlights that, rather than following global influences, consumers in Africa and the Middle East are seeking indigenous ingredients suited to local skin tones and hair types, expressing identity and heritage.
“Africa’s beauty market is diverse, with consumers looking for products suited to their specific hair and skin needs. Local ingredients like shea butter, baobab oil and marula oil are prized for their efficacy and cultural significance,” the researchers say.
Photo: Youngafrikanna from Pexels
“African brands are leveraging local knowledge and authentic storytelling to create products that address concerns like hyperpigmentation, dryness and textured hair care.”
Leveraging the region’s biodiversity and traditional knowledge
Rubab Abdoolla, Senior Consultant at Euromonitor International, notes that “brands leveraging the region’s biodiversity and traditional knowledge can offer unique products that appeal to consumers”.
Referencing the South African market, Abdoolla says ‘being comfortable in your own skin’ is a beauty perception for 56% of South Africans surveyed, a figure that surpasses the global average of 38%.
African beauty ideals, as opposed to Western-centric ones, features a greater focus on hair thickness, textured hair, traditional scents, and skin care and colour cosmetics formulated for darker skin tones, while also highlighting traditional ingredients and an emphasis on moisture and hydration.
For consumers of Arabic origin, Euromonitor notes that beauty is tied to cultural and religious norms.
People favour natural, hydrating, halal products to address skin concerns such as dry skin or uneven skin tone. Fragrances like oud, frankincense and rose are important in both routine and luxury use.
The movement is driven by cultural identity, with an emphasis on Arab beauty ideals that celebrate unique features such as prominent eyes and bold brows.
You can find out more about the report here.
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