The Rise of Independent African Cosmetics Brands
Indies are rewriting the beauty narrative by emphasizing authenticity.
Read on HappiThe column
Out of Africa
Zeze's bimonthly column for Happi magazine on how African beauty is built, bought and believed. Seventeen columns, from June 2020 to November 2023.
Behind the column
Why I write it
I founded Malée in 2009, Africa's first global luxury fragrance and body care brand. I built it from inside the industry I now report on. This column is the view from that side of the counter.
I write about the shifts I see first-hand: a young continent, with a median age around 19, a growing middle class, and independent brands rewriting the beauty narrative around authenticity. Ingredients like shea and marula are part of that story.
As I wrote in the column: “African indies remind us that beauty is timeless, diverse and, above all, deeply personal.”
“Africa's independent cosmetic brands are rewriting the beauty narrative by emphasizing authenticity.”
“Beautiful skin is a symbol of wealth, status, taste and health, along with one's ability to access leisure in the form of self-care and joy.”
“While the global beauty industry often looks to the future, African independent brands find strength in tradition.”
The archiveSeventeen perspectives.
Seventeen perspectives.
One continent.
2023
Urbanization, Rising Incomes Drive Africa's Beauty Sales
Africa's middle class has tripled during the past 30 years and that's great news for fast-moving, consumer goods companies.
Read on HappiHair Care Remains The Crown Jewel of Beauty
Read on Happi2022
Sun Protection Is the New Must-Have Skincare Attribute
Multinationals dominate, but local brands such as DermaFix and Skoon Skincare resonate with consumers who want simple, indigenous formulas.
Read on HappiThe Hair Care Market Is Bouncing Back in Africa
African hair care sales are predicted to grow 6.35% a year through 2026, according to one report.
Read on HappiThe Art of Personal Cleansing in a Post-Pandemic World
Black soap is just one of the unique characteristics in Africa.
Read on HappiTechnology Fuels Growth of African Aesthetics
The continent's relationship with beauty and connectivity.
Read on HappiA Culture That Understands Health and Wellness
Africans prioritize wellness through a range of beliefs and traditions.
Read on Happi2021
Online Sales Provide Lift to Men's Grooming Market
Read on HappiHair Care Is a Focus in Africa
A growing natural hair movement where curls and kinks are celebrated.
Read on HappiAfrica Survives & Thrives In the COVID-19 Pandemic
With diminished salon services, natural hair care is the current trend.
Read on HappiAesthetic Treatments Come of Age in Africa
Liposuction, tummy tucks, chemical facials and energy-based skin treatments are just some of the popular 'Surgical Safari' procedures.
Read on HappiDemand Grows for A-Beauty In an Age of Transparency
Read on Happi2020
COVID-19's Impact on the Beauty Market
The way forward is a focus on consumer-centric strategies and digital innovations.
Read on HappiA Rich, Colorful History for African Cosmetics
Read on HappiHair Care Category Filled with Opportunities
Read on HappiWomen's Skin Care Evolves in Africa
More disposable income and urbanization lift demand.
Read on Happi
The author
Zeze Oriaikhi-Sao
Zeze Oriaikhi-Sao is an entrepreneur, influential speaker, sought-after brand consultant and freelance columnist with a focus on innovation, sustainability and leadership in the cosmetics, luxury goods and start-up industries. As the founder of Malée, Africa's first global luxury fragrance and body care brand, and an advisory board member at INNOCOS, the world beauty innovations summit, she has established herself as a leader in the African-made luxury goods market.
Columns are published by Happi magazine. Links open the original articles on happi.com.