Beauty hotspots: African brands are taking ancient ingredients global

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By Ezreen Benissan

This is the fourth in our Global Beauty Hotspots series, unpacking the regional beauty market around the world, including Latin America, Australia, Scandinavia, Africa and East Asia. This article is part of our Vogue Business membership package. To enjoy unlimited access to our weekly Beauty Edit newsletter, which contains Member-only reporting and analysis, the Beauty Trend Tracker and Leadership Advice, sign up for Vogue Business membership here.

The African beauty market is defined by its emphasis on natural ingredients and quality skincare. Today’s consumers are well-versed, and brands lean into educational marketing in order to stay competitive and ​​address the regional shift away from toxic ingredients. Now, as international brands look to break into the African market — one they have long struggled to succeed in — local brands are looking beyond the diaspora for growth.