In recent years, the African beauty industry has gained significant traction, with market analysts predicting substantial growth. According to Statista, the annual revenue of African beauty brands has experienced a remarkable uptick, demonstrating a notable increase of 6.01% CAGR over the past year, with the beauty and personal care market projected to reach $62.14 billion in 2023. This growth is driven by factors such as urbanization, rising disposable incomes, and a youthful population that is highly engaged with beauty and fashion trends. As African beauty brands gain significant recognition, they are getting creative and employing a range of innovative strategies in their bid to reach both local and international customers.
One notable approach is the use of localized marketing and product development to cater to specific regional markets. French is the fifth most spoken language in the world, with the Democratic Republic of Congo emerging as the most populous country in which French is an official language. According to the Organisation Internationale de la Francophonie (OIF), the world is home to approximately 321 million francophones. French is spoken by at least 76 million native individuals, with 235 million fluent daily speakers. In a bid to tap into these impressive numbers, brands like Uncover Skincare, dubbed the "K-beauty of Africa," are planning to roll out products in July targeted to francophone countries, and with products described in French.
“We have gone into this market to do some research into the francophone market, and would be updating our packaging to also include French language as descriptions,” says co-founder of Uncover Skincare Jade Oyateru. “This strategy not only makes the products more accessible to French-speaking consumers, but also shows a deep understanding and respect for our customers who are from there. Now, this allows us to serve the anglophone and francophone dual market,” she continues, citing countries like DR Congo, France, and Canada as prime target countries.
In addition to visual and demographic-driven strategies, African beauty brands are leveraging digital platforms to reach a wider audience. Social media has become a powerful tool for marketing and consumer engagement, allowing brands to build strong communities and foster direct relationships with their customers. Instagram, Facebook, and TikTok have become particularly popular. However, brands are taking consumers and prospective customers beyond the perfectly photographed images into behind the scenes, bringing them on a journey of their processes, from manufacturing to consumerism. “We saw that when we first started this, the majority of our customers were coming from social media, and it’s largely because they found what they could relate with,” Tutuwa Ahwoi, founder of Nokware Skincare, says to BeautyMatter. “This strategy highlighted how much of an interest consumers show in the products they use, and when done right, [how this strategy] can influence sales,” Akyaa Ahwoi, Vice President of Nokware Skincare, chips in.
As African beauty brands explore niche markets to differentiate themselves and attract specific customers, there’s a focus on different demographics, including men, women, and the younger demographic. “The men’s beauty market is very underexplored in the continent. But, men are interested in beauty,” Aramide Oladosu, founder of My Mai Skin, tells BeautyMatter. “So what we do to attract them is make the packaging interesting and inclusive, especially since our relaunch,” she continues, citing visual elements like packaging color, letter fonts, and model choices. Oladosu, who is also a skin scientist, offers free consultation to appeal to this market. In addition to targeting younger consumers, some brands are focusing on middle-class spenders who are willing to invest in premium beauty products. These consumers are often looking for high-quality, affordable products that offer effective results. Uncover Skincare, for example, has products that range from $30 to $55. “We understand that customers like this exist, so what we do at Uncover is offer them products that perfectly offer affordability, luxury, and efficacy,” Oyateru says.
Brands are targeting and keeping repeat customers by not only focusing on vibrant and engaging marketing campaigns and innovative product formulations, but also on youth-oriented and colorful packaging. For example, Uncover Skincare has fun and boldly written words of affirmation on its products, like "I am restored" on its serum, "I am smooth" on its moisturizer, and "I am protected" on its sunscreen. “We’re bringing engaging content, but also powerful affirmations, bold packaging, and rich storytelling that truly makes prioritizing self care a joyful ritual for the women in our communities,” Oyateru continues.
However, certain challenges remain. While the African beauty industry is flourishing, brands looking to explore this market confront several challenges. These include regulatory hurdles, supply chain logistics, forex exchange issues, and competition from both local and international brands. “A way we currently explore navigating these challenges is by understanding the unique preferences and behaviors of our consumers, as well as our unique selling proposition,” Oladosu says. My Mai Skin is now working to formulate multi-correctional products, which would contain no more than three active ingredients. This will give customers the chance to minimize spending, while also getting products that cater to their multiple skin needs. And brands like Nokware Skincare are working on developing varying product sizes and pricing accordingly, to fit pocket sizes of customers. “For us, we didn’t want to increase our price points or hamper the quality of our products,” Ahwoi says.
The African beauty industry is on a remarkable growth trajectory, driven by innovation and strategies that show a deep understanding of local and global beauty trends. By leveraging localized marketing, natural ingredients, digital platforms, and niche targeting, African beauty brands are not only capturing the hearts of local consumers, but also making significant inroads into international markets. As the industry continues to evolve, Africa’s rich heritage and dynamic consumer base will undoubtedly play a pivotal role in shaping the future of beauty worldwide.
