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B Side, Fashion & Style

6 Beauty Brands Shaping the Rise of A-Beauty and Revolutionising the African Beauty Industry

In celebration of Africa Day, we explore the rise of A-Beauty and its penetration into the global beauty market, highlighting six brands at the forefront of the movement.  

  • Melony Akpoghene
  • 25th May 2024
6 Beauty Brands Shaping the Rise of A-Beauty and Revolutionising the African Beauty Industry

A-Beauty, or African Beauty, is experiencing a renaissance in the global beauty industry, shifting perceptions and setting new standards. “It has emerged as a robust and contemporary trend within the beauty and personal care space,” as Euromonitor puts it, being a “multi-dimensional concept that looks at the continent’s rich history when it comes to beauty rituals and self-expression.” Its rise disrupts the dominance of K-Beauty and J-Beauty by offering a powerful alternative.


According to statistics , the global beauty market is projected to reach $66 billion in Africa by 2024, with countries like Nigeria experiencing a significant surge in demand for natural and organic beauty products as consumers increasingly prioritize sustainable and eco-friendly options.


A-Beauty harnesses the power of nature’s bounty to meet our beauty needs, prioritizing clean ingredients free from harmful substances. This focus on safety is particularly revolutionary for the African beauty industry itself, which has traditionally been burdened by unregulated products containing potentially dangerous chemicals.


The pioneers of African Beauty are leading the charge towards clean formulations, catering to the global desire for safe and effective beauty solutions. These brands draw strength from tradition. They honor age-old practices, while infusing them with modern innovation. Natural ingredients like coconut oil, baobab, marula, and shea butter – long revered in Africa for their nourishing properties – are gaining worldwide recognition for their effectiveness in skincare. This resurgence empowers indigenous knowledge and empowers local producers, creating a thriving ecosystem.


Here are some African beauty brands that are leading this charge:




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A post shared by Malée Natural Science (@maleeonline)


Inspired by Africa’s rich heritage and fueled by a founder’s vision, Malée emerged in 2010. Zeze Oriaikhi-Sao, a passionate entrepreneur, sought to capture the essence of her homeland’s beauty and healing traditions. Malée, named after Zeze’s great-grandmother (a term of respect meaning “gracious learned woman”), offers a luxurious line of bath, body, and fragrance products. Each bottle or jar reflects generations of wisdom, with scientifically-backed formulas that harness the power of 100% natural, plant-based ingredients. Malée aspires to become a global cult-favorite. Despite the challenges posed by the global economic crisis in 2009, Zeze’s thorough research and leap of faith have positioned Malée as one of South Africa’s successful niche beauty brands.




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A post shared by Arami (@aramiessentials)


Arami Essentials, born in 2016 from Ore Lawani’s vision, is more than a skincare brand; it’s a movement. Their philosophy, “African modernism,” bridges the gap between generations-old wisdom and contemporary advancements. Arami believes beautiful skin reflects inner well-being, so they offer a streamlined routine free of harsh chemicals. Their focus is simple: natural ingredients, self-care, and a connection to Africa’s rich heritage. Arami aspires to empower not just consumers, but also the female farmers who cultivate their resources. Through sustainable practices and community initiatives, Arami’s mission is to nourish both skin and soul.




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A post shared by SALWA PETERSEN | Chébé Hair & Beauty (@salwapetersen)


Salwa Petersen is a scientific renaissance rooted in ancestral wisdom founded by the eponymous Salwa Petersen, a Harvard graduate with beauty industry cred.

A haircare brand on a mission to unlock your hair’s full potential, the is inspired by a generations-old Chadian secret for long, strong hair. They use the power of the Chébé seed in a unique, clinically-proven extract. Their accessible, salon-quality products combine this ancient wisdom with modern science to give you the hair of your dreams – luxuriously long, strong, and soft.


Suki Suki Naturals



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A post shared by Suki Suki Naturals® (@sukisukinaturals)


Born from a love of natural ingredients and a desire to empower women of color, Suki Suki Naturals goes beyond just hair and skincare. Founded by Linda Gieskes-Mwamba, the South African brand uses handcrafted formulas free of harsh chemicals to nurture what nature freely gives. Linda’s extensive research and expertise have resulted in a range of products catering to diverse hair textures and skin types. Suki Suki, meaning “fondness” in Japanese and “drive” in Arabic, perfectly expresses the brand’s mission: to celebrate natural beauty and challenge conventional standards with inclusive, effective products.




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A post shared by hanahana beauty (@hanahana_beauty)


Hanahana Beauty, founded by Abena Boamah-Acheampong, redefines skincare as self-care with a focus on ethically sourced ingredients and results-driven products for the body and face. Central to their offerings is shea butter, sourced directly from the Katariga Women’s Shea Cooperative in Tamale, Ghana.


Hanahana Beauty champions transparency and sustainability throughout their practices. Their mission is to disrupt the beauty industry by making conscious skincare accessible to all.  Their focus extends beyond beautiful skin, promoting self-love and empowering users to feel confident in their natural beauty.




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A post shared by Epara Luxury Skincare (@eparalifestyle)


Founded by Ozohu Adoh, Epara is a bespoke beauty brand created to address the unique skincare concerns of women of color. The brand’s name, meaning “to cocoon oneself” in Ebira, a Nigerian dialect, reflects its mission to envelop skin in the finest natural ingredients and luxurious care. 


Driven by a desire for effective, high-end skincare solutions, Epara combines science with Africa’s rich, organic ingredients.  Adoh developed scientifically-proven formulas that address common concerns like dryness, discoloration, and damage from sun, pollution, and free radicals. Epara’s all-natural formulas, infused with the best of Africa’s bounty, nourish, repair, and hydrate, leaving skin radiant and protected. 

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