The African Cosmetic Market
Among other markets, the cosmetic market in Africa is one that is highly overlooked, even by its own brands. One of the reasons why it is so easy to market Western and European skincare is because skin types between these markets are often similar, hence brands have perhaps become accustomed to the skin needs or these markets according to the climates in these regions. However, for the simple reason that not many European and Western investors have chipped into African skincare means that there is so much opportunity for growth and development.
Along with that challenge, the main reason why African beauty brands are hard to come across is that they seek to align with established European and Western markets instead of appealing to the specific needs of people who actually live in Africa and skin has adjusted to that climate. From branding to products, African brands must embrace their unique and beautiful market in order for it to expand faster. Here is a look at the African market in-depth, why you should invest in it, and some amazing proudly African skincare brands.
All about the African cosmetic market
According to Beauty Africa, “the beauty industry in the Middle East and Africa was estimated at about $27.1 billion in 2018. Of this figure, South Africa alone represented $4.5 billion; Nigeria and Kenya are second and third among sub-Saharan nations, with Kenya’s market totalling more than $320 million. In comparison, the Asian market was estimated at $128 billion in the same year.”
Why is the African Market growing?
Africas’s young and fashion-conscious middle-class population is fuelling demand. Africa’s fast-growing personal care and beauty markets are prompting ambitious innovation plans from two of the sector’s giants, Unilever and L’Oreal, both looking to capture the expanding middle classes. (according to Financial times)
The number one cosmetic market in Africa is Haircare, then skincare, and then make-up
African consumers are seeking independence and their own identities after centuries of colonialism, the market is only just starting to rebuild itself, leaving so much room for new brands and products.
Amazing African Cosmetic brands:
created in 2020 by Amanda Du-Pont, the name was inspired by Amanda's unofficial swazi name, and means 'of the nation or world', which was a perfect fit for us because we're first and foremost about building a strong community that we support, listen to and are guided by. skincare that is clean, simple, effective and affordable while celebrating what makes Africa unique.
South Africa’s leading spa brand, founded by reiki counsellor Renchia, Africology now produces well over 10 tons of certain product lines and distributes to over 350 5-star spas.
“a mixture of Natural African Roots and a Quintessentially British Attitude.” Liha is the perfect example of taking proudly African values and showing it to world. Drawing inspiration from Nigerian traditions, Liha perfects the art of oils, soaps and lotions.
It is more than just investing in brands in Africa, it is an art to develop a brand that accommodates African skin. Many brands don’t invest time in getting to know the African consumer and developing authentic products, after all, the beauty industry of all should understand that beauty is not a narrow concept and with different types of beauty comes different types of skin needs.
