The rich history of African beauty stretches back millennia. Archaeological evidence points to ancient Egypt, where elaborate cosmetics rituals were practiced over 6,000 years ago. Today, this legacy is experiencing a renaissance, with African-owned and African-inspired beauty brands gaining significant traction in the global market. This surge in popularity can be attributed to several key trends:
Demand for Natural, Organic, or Clean Products
Consumers worldwide are increasingly seeking natural, organic, or clean beauty solutions. African brands often utilize indigenous ingredients like shea butter, baobab oil, coconut oil, and marula oil, renowned for their nourishing and healing properties.
Celebrating Diversity and Inclusion
The beauty industry is finally embracing a more inclusive vision. African beauty brands cater to a wider range of skin tones and hair textures, offering products specifically formulated for these needs.
A Focus on Sustainability
Sustainability is a growing concern for many beauty consumers. Many African beauty brands emphasize sustainable sourcing practices and eco-friendly packaging, resonating with environmentally conscious customers.
These trends have propelled a wave of successful African-owned beauty brands onto the global stage. Here are a few shining examples:
Uoma Beauty
Founder: Sharon Chuter
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This brand that sets its ethos as “Makeup for All” was founded by a makeup artist frustrated by the lack of inclusive shade ranges. Uoma Beauty boasts a wide range of makeup products with a focus on rich pigmentation and long-lasting wear. The brand stands out in the color cosmetics industry for its unwavering commitment to diversity and inclusivity, making the brand synonymous with an extensive range of makeup products designed to complement a broad spectrum of skin tones. Uoma Beauty’s foundation line, in particular, showcases an inclusive approach, celebrating the diverse beauty of individuals from various ethnic backgrounds. Beyond its dedication to inclusivity, Uoma Beauty is renowned for its vibrant and creative makeup offerings. From bold eyeshadows to vivid lipsticks, the brand infuses cultural influences into its products, fostering a global perspective on beauty. Uoma Beauty continues to make strides in reshaping industry standards, championing a beauty philosophy that embraces the richness of diversity, garnering features in publications like Glamour and Hypebeast. Look for them at Ulta Beauty US, Boots UK, LookFantastic UK etc.
Juvia’s Place
Founder: Chichi Eburu
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A brand known for its vibrant and highly pigmented eyeshadow palettes, true to its ethos on bold expression and inclusivity. Juvia’s Place empowers makeup enthusiasts of all backgrounds to embrace vibrant colors and celebrate their unique beauty. Juvia’s Place has gained popularity catering to a diverse array of skin tones and has been featured in publications like Vogue, Teen Vogue and their collaborations with beauty influencers have boosted their social media presence. You can find their products on their own website and at select beauty retailers like Ulta Beauty.
Topicals
Founder: Olamide Olowe
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A skincare brand that takes pride in its science-backed solutions for healthy skin. Topicals is a skincare brand that focuses on creating products for specific skin concerns, including issues like hyperpigmentation, eczema, flare ups and other common skin conditions. This skincare brand gained attention for their mission to destigmatize skin conditions and promote inclusivity in the beauty industry. Topicals has enjoyed media visibility featuring in publications like Allure, Elle etc., gaining recognition for its innovative approach to skincare. It’s worth checking out their products if you are battling with any specific skin concerns. You can order directly from their website or get them at select Sephora stores in the United States and Canada.
Whind Skincare
Founder: Hind Sebti
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A brand that blends science-led skincare with a sensual Moroccan approach Whind Skincare sets itself apart through its unique “Warm Science” philosophy. This approach combines scientifically formulated solutions with luxurious textures and captivating scents inspired by Moroccan heritage. Leveraging natural and organic ingredients traditionally used in Moroccan beauty rituals, like prickly pear seed oil and argan oil, Whind maintains a focus on offering luxurious skincare at an accessible price point compared to other high-end skincare brands. While Whind Skincare isn’t currently sold in major US retailers like Sephora or Ulta Beauty, you can find their products directly on their website.
54 Thrones
Founder: Christina Funke Tegbe
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A brand with a focus on celebrating African beauty and culture, 54 Thrones is a luxury beauty and skincare brand. Named after the 54 countries that comprise the African continent, the brand draws inspiration from traditional beauty rituals and utilizes natural ingredients sourced from various regions of Africa. Known for its commitment to sustainability and ethical practices, 54 Thrones offers a range of beauty products, including skincare and bath and shower products. The brand emphasizes the use of high-quality, natural ingredients and supports local West African communities through fair trade practices. With a dedication to promoting African beauty traditions and a focus on sustainability, 54 Thrones has gained recognition for its unique approach to skincare that honors the diversity and richness of the African continent. This has won them features in Vogue and Teen Vogue. Find their collection at or at select Sephora stores.
Moroccan Oil
Co-founder: Carmen Tal
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Founded by an Israeli businesswoman after a transformative experience with argan oil, the Moroccan Oil brand prioritizes ethically sourced, high-quality argan oil from Morocco as a core ingredient across its hair, body, and skincare lines. Beginning as a single product – the Moroccanoil Treatment – it has grown into a full line encompassing haircare, bodycare, and even professional hair color products, all infused with argan oil. Their signature Moroccan Oil Treatment, an argan oil-infused hair oil for conditioning and styling, remains a global favorite. Moroccan Oil sources its argan oil from Morocco through a women’s cooperative, which helps support local communities and sustainable harvesting practices. Widely available throughout the USA in salons and beauty stores, Moroccan Oil has become synonymous with argan oil hair care, making it a successful brand inspired by a cherished African beauty ingredient.
True Moringa
Founders: Kwami Williams and Emily Cunningham
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A sustainable and ethical brand, driving its belief on sustainability and harnessing the power of natural ingredients from Ghana, True Moringa champions eco-friendly practices and uses moringa oil, a nutrient-rich African botanical, as a key ingredient in their hair and skincare products. Having gained popularity for its ethical and community development, True Moringa has been featured in Essence magazine and Forbes for their commitment to sustainability and clean beauty. True Moringa products can be sourced directly on their website or at specialty beauty stores focused on natural and sustainable products.
African Botanics
Founders: Craig and Julia Noik
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Harnessing the power of African botanicals for gentle yet effective skincare, African Botanics is a luxury skincare brand that epitomizes the essence of African beauty and wellness. The brand utilizes indigenous South African plant extracts to create a range of gentle yet effective skincare solutions suitable for all skin types; connecting cutting-edge skincare technology with the potent power of indigenous African botanicals. Renowned for its commitment to sustainability and ethical sourcing, African Botanics utilizes rare and nutrient-rich ingredients, such as Marula oil and African desert plants, to create high-performance skincare products. With its unique fusion of science and traditional African remedies, African Botanics has positioned itself at the forefront of the luxury skincare market, offering a holistic approach to radiant and revitalized skin. While not yet a household name globally, African Botanics has been featured in Credo Beauty and Marie Claire South Africa for their commitment to using local ingredients. Find their products on their website and at select beauty stores in the US.
Hanahana Beauty
Founder: Abena Boamah
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A skincare brand rooted in Ghanaian heritage, Hanahana Beauty combines traditional Ghanaian beauty practices with advanced scientific research to create high-performance skincare solutions. Made to uplift women around the world and to make an impact on the Katariga community in Ghana, Hanahana Beauty has gained popularity on Harper’s Bazaar and Elle for its unique blend of tradition and innovation. Explore their line on their website or at Ulta Beauty, US.
Ceylon Skincare
Founder: Patrick Boateng
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Prioritizing a science-first approach to skincare, Ceylon Skincare also known as Ceylon by Anim Labs, leverages cutting-edge science to create high-performance, results-oriented skincare products. It is specifically a skincare brand made for men of color. The founder’s desire for the inclusivity of skincare products for men with melanated skin birthed this black tea brand. Ceylon Skincare is focused on addressing specific skincare concerns in men of color with clinical efficacy. Though the brand is still building brand awareness, it has enjoyed features on Cosmopolitan, Byrdie and on The Afrobella. Find their products on their website.
Adwoa Beauty
Founder: Julian Addo
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With a philosophy of embracing one’s natural beauty, Adwoa Beauty is a celebrated haircare brand that stands for inclusivity, catering to diverse hair textures and promoting self-love. The brand offers a range of haircare products formulated for all curl patterns and textures to address various hair concerns, from hydration and moisture retention to promoting overall hair health. Adwoa Beauty’s dedication to clean ingredients, cruelty-free practices, and sustainable packaging has won them loyal fans. Their message of self-love and effective products empower people to embrace their natural hair, fostering confidence and celebrating unique beauty. The brand has been featured on platforms like Buzzfeed and Naturallycurly. Discover their line at or at Sephora US.
These are just a few examples of the many African beauty brands making waves in the international market and sets the tone for future lists on this subject. By harnessing their rich heritage, innovative spirit, and commitment to natural ingredients and sustainability, African beauty brands are not only rewriting the narrative of the global beauty industry but also offering unique and effective solutions for a discerning global audience. Think we missed an important brand? Let us know in the comments.
Featured image credit: Vogue Arabia
