Though the pandemic may have caused a decline in global beauty industry sales, “experts are predicting a return to growth in 2022,” according to a report by McKinsey and Company. While this may be true, the surge in recognition of beauty brands owned by and catering to people of color is evident as consumers turn towards newer, more diverse products searching for their skincare holy grails. We’re celebrating four African-owned skincare brands that have made it a point to create specially formulated products that serve the needs of women regardless of their skin color. These brands use their African heritage to inform their ingredient selection, choosing indigenous plants and minerals to create unique, handcrafted skincare. From hydrating masks that breathe life back into dry and dull skin to whipped body butters that moisturize and soothe, discover a range of natural products that your skin will love. So whether you’re looking to indulge in a bit of self-care or going for a complete glow-up, consider adding these brands to your cart on your next beauty run.

1.

Epara

Who doesn’t love a good natural cleansing oil, an intense hydrating mask, or a comforting body cream? While all these sound like a dream, the team at Epara is making your skincare fantasies a reality. The self-proclaimed ‘well-considered and inclusive brand” harnesses the healing and nurturing power of natural botanicals sourced straight from the continent to create luxurious skincare. Founded by Nigerian-born Ozohu Adoh in 2017, the brand snatched multiple beauty industry awards in the same year, including Best New Product for Dark Skin at Grazia’s beauty awards.

The brand sought to specifically develop a line that targets black skin after Adoh was dissatisfied with what was already available in the market. If serving the distinct beauty needs of black girls worldwide wasn’t enough, Epara offers ‘rituals’ comprising multiple products that can create a tailor-made formula to deal with a client’s individual concerns. Should you be unsure which products would suit you best, take their online quiz and discover the rituals that would suit you. Or better yet, book a free one-on-one remote consultation to get you started on your journey. Contact them through their website here. 

2.

Lelive

3.

Lheritier

An all-encompassing natural and gender-neutral beauty brand filled with ingredients sourced directly from Kenya is precisely what former financial markets professional Francisca Ochieng felt was missing in the African market. After moving back home to Kenya from the USA in 2014, she discovered the difficulty in finding natural and locally produced skincare goods. Making her own line of products that mainly focused on darker skin was the answer to her problems. So she developed a range that would offer everything from serums to after-shave treatments and even hair conditioners.

All developed with zero chemicals and made from native raw materials, their specially formulated combination of oils, butters, and other natural ingredients are tailor-made for the black community. Highlighting the gender-fluid nature of the brand, Lheritier’s unisex Osmanthus Eau De Parfum includes hints of patchouli flower and sandalwood, a scent perfect for all genders is guaranteed by the brand to last all day. In an interview with KTN Home, Ochieng mentions, “The driving ethos behind the brand is to develop something that is basically to demystify that categorical marketing that other brands do,” and might we add, she’s spot on! Shop the products via their website.

4.

Nokware Skincare

Started by friends who met in graduate school, Ghanaian native Tutuwa Ahwoi and Thato Tau, hailing from Botswana, sought to share the beauty regimens passed down from their grandmothers. After Tau received Ghanaian black soap and shea butter, which Ahwoi’s grandmother had made, her skin woes became a thing of the past. The two set their sights on sharing the healing powers of the natural ingredients found in these products. It was no surprise that the brand developed a product that had eco-friendly boxing, but what was even more noteworthy was the focus on the social impact the company would have on its community.

Everything about the Nokware offering says, “We care.” From the biodegradable bamboo packaging to the notable mention of their female-led teams on their website—they’ve made it a point to give these ladies a mention as soon as one enters their website. “Our women are evidence that when women support each other, incredible things happen,” as detailed on their site. Although Tau is no longer a part of the team, the brand has made sure not to write her out of their history, and she is still included as an integral part of the “Nokware story.” Discover more about the brand here.