African beauty brands leverage local knowledge and authentic storytelling

“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.