As the global beauty industry continues to elevate, African beauty brands are playing an increasingly significant role in shaping the future of skincare and cosmetics. Now valued at $65.93 billion with a CAGR of 5.99% and with an expectation to reach $83.19 billion by 2028, the African beauty market is expanding rapidly, driven by rising consumer demand, a burgeoning middle class, and growing interest in natural, ethically sourced ingredients. Although this growth is significant to the entire beauty industry in the continent, certain regions like Western and Southern Africa have contributed more immensely than others like Central and East Africa. However, countries in East Africa, like Kenya, have proven to be beauty powerhouses, with others like the Democratic Republic of Congo (DRC) joining in the mix.
Central to the forefront of Central Africa’s beauty entrant is Zuri, a beauty brand that has not only captured the African market, but is also making waves across Europe, Asia, and America. “After returning to the DRC, I found that many women in the DRC struggled with acquiring wigs for themselves, so I opted to build something that closed that gap,” Gisèla Van Houcke, founder and CEO of Zuri, says to BeautyMatter. “We would import high-quality wigs from China, and sell them across the country,” Houcke continues. Now, Zuri not only imports wigs, but is actively involved in the production of the products, focusing on customizable and personalized installations that are based on customer demands.
As the brand founded in 2016 pivots, it has not only built a reputation of selling wigs across multiple chain stores in the DRC, but is also known for its high-quality, luxurious beauty products made from natural African ingredients, such as shea butter, baobab oil, and marula oil. “These ingredients used in production are long valued for their nourishing properties, and are at the heart of Zuri’s product line, which includes skincare, haircare, and cosmetics,” Houcke says. “What truly sets us apart in the competitive beauty market is our holistic approach to building a global brand,” she adds. Rather than relying solely on product sales, Zuri has created multiple revenue streams that have helped the brand raise millions in funding and expand rapidly. One of the key drivers of this financial success is the brand’s Hairbar franchise model, an innovative concept that has allowed Zuri to scale its operations while empowering local entrepreneurs. Each Zuri Hairbar offers a combination of haircare services and product sales, creating a community hub where customers can experience the brand firsthand. So far, Zuri's franchises have helped the company to generate more than $500,000 per year.
The Hairbar franchise model, amongst many of its franchises, is particularly effective because it taps into the local beauty culture in various regions, while maintaining the Zuri brand’s global standards. By decentralizing its operations and allowing local business owners to run Hairbars under the Zuri banner, the brand has been able to grow its presence in a sustainable and scalable way, while also supporting the local communities. The Hairbars not only generate revenue through the services they offer, but they also serve as retail outlets for Zuri’s product line, driving sales and boosting brand visibility. “We found that a number of our hair clients constantly sought wig-care products as they’re limited in the market, so we thought to formulate ours and distribute across our chain of Hairbar franchises,” she says. This model has been particularly successful in major African cities and has recently expanded into international markets, where the concept is being embraced by beauty entrepreneurs looking for a turnkey business solution backed by a trusted, global brand. Zuri operates 9 Hairbars across Central Africa, including locations in the DRC, Uganda, and Rwanda. In the DRC, Hairbars were opened in Kinshasa, Goma, Lubumbashi, and Kolwezi, driven by growing customer demand. Additionally, its e-commerce platform serves Belgium, France, and much of Europe and the US, providing access to customers beyond Africa.
Zuri’s financial strategy goes beyond traditional retail and franchising. The brand has successfully leveraged digital platforms to engage with a global audience, building a community of loyal customers and brand advocates across continents. Through social media, Zuri connects with consumers by sharing educational content on African beauty rituals, the benefits of its natural ingredients, and the brand’s commitment to ethical practices. This engagement has resonated with international consumers who are increasingly seeking out beauty brands that prioritize sustainability and transparency.
In terms of numbers, Zuri’s social media strategy has been a major contributor to its growth. With over 3 million collective followers across its social media platforms, Zuri has built an active and engaged community that serves as both a marketing tool and a source of valuable customer feedback. This digital presence has allowed the brand to reach international markets without relying solely on physical stores, significantly reducing overhead costs and increasing profitability. “In the eight years since inception, we have grown to over 20,000 clients, over a hundred employees of which 80% are women, we record our revenues in the millions, and we’ve experienced 75% growth, year on year,” Houcke says.
However, Zuri’s success in raising millions is not just due to its innovative business model and social media presence. The brand has also benefited from the growing interest in African beauty products among international investors. In recent years, there has been a noticeable shift in the global beauty market, with consumers increasingly favoring clean, natural, and ethically sourced products. African beauty brands, with their rich heritage of natural ingredients and traditional beauty practices, are perfectly positioned to capitalize on this. However, the market still seems to be a tricky one for investors, although juggernauts like Birimian Ventures have continually pulled their weight in African beauty. Zuri, however, is upturning this, as they’ve presented compelling cases to investors who are eager to be part of the brand’s growth story.
Since its inception, Zuri has raised significant seed funding from both African and international investors, who see the brand’s potential to become a major player in the global beauty industry. Through innovative business strategies, including franchising, and a focus on community building, the company raised $1.8M in funding from investors including Renewcap, Launch Africa Ventures, and XSML. Additionally, two key investment rounds between 2020 and 2023 enabled it to achieve over 50% CAGR. In its most recent funding round, Zuri launched a new $5 million financing for growth and expansion, which has been used to expand the brand’s Hairbar franchise, scale its digital operations, and increase production capacity to meet growing demand. This investment is not only a testament to the brand’s strong business fundamentals but also a reflection of the confidence that investors have in the future of African beauty.
Beyond its financial success, Zuri’s global expansion strategy has been meticulously crafted to ensure that the brand remains true to its African roots while appealing to a diverse international audience. The brand’s products are now available in select high-end beauty stores in Europe and Asia, where they have been embraced by consumers looking for high-quality, ethically made products. In addition to retail partnerships, Zuri has participated in major international beauty expos and pop-up events, introducing its products to new markets and increasing its brand visibility.
One of the most remarkable aspects of Zuri’s global expansion is how the brand has managed to maintain a personal connection with its customers, despite its rapid growth. Zuri’s customer base is a global community that shares a deep appreciation for the brand’s mission and values. “Through our tech platform that is a customer management algorithm and uses machine learning to maximize customer lifetime, and our fintech app, which helps our customers to address the shortage of financing solutions for Black women entrepreneurs, we’ve been able to engage with each other, share our experiences, and celebrate African beauty together,” she says. This sense of community is one of the key reasons why Zuri has been able to build such strong brand loyalty, particularly among its African customers in the diaspora.
Zuri’s success speaks to the broader potential of the African beauty industry, which is only beginning to tap into its full potential. Africa has long been a source of natural beauty ingredients, and brands like Zuri are reclaiming this narrative, not only by producing high-quality hair extensions and products made with African ingredients, but also by creating a sustainable business model that benefits local communities.
