The African beauty sector, once a hidden gem, now dazzles with authenticity, innovation, and a celebration of diverse aesthetics. Over 60% of African consumers actively seek natural and organic beauty products. From the arid plains of Namibia to the lush forests of Nigeria, indigenous ingredients reign supreme. Shea butter, marula oil, and baobab extracts—these treasures are not mere cosmetics; they carry stories of generations.

The shift towards natural beauty isn’t just a trend; it’s a return to ancestral wisdom. African consumers honor their heritage by embracing natural ingredients while supporting sustainable practices. Brands that weave these elements into their formulations resonate deeply.

Rewriting Beauty Standards

Today, the beauty standards that apply in Africa are changing; departing from what was previously obtainable, largely owing to the departure from the time when the rest of the world defined what beauty meant even Africa. The global beauty industry is awakening to this truth, with melanin-rich models gracing runways and campaigns. In South Africa alone, the demand for anti-aging products has surged by 15%. But it’s not just about age; it’s about celebrating resilience—the lines etched by laughter, the wisdom carried by time. Today, Afrocentric beauty standards redefine elegance. Kinks, coils, and curls are no longer “other”; they’re the essence of authenticity. Brands that champion diversity thrive.

Social Media as the centre-stage

Social media has also become a significant plain on which the fate of the industry is decided, as African influencers share skincare routines, twist-out tutorials, and the magic of black soap. E-commerce platforms bridge gaps, allowing consumers to click, explore, and embrace their beauty. The African diaspora, scattered across continents, unites through hashtags like #MelaninMagic. Over 60% of African consumers turn to social media for beauty inspiration. Enter the influencers—the architects of trends. From Lagos to Nairobi, they wield brushes, share routines, and celebrate melanin. Jackie Aina, Nyma Tang, and Whitney Madueke—these names echo through Instagram reels and YouTube tutorials. Instagram isn’t just a photo album; it’s a virtual beauty counter. Brands showcase their wares—lipsticks, serums, and curl creams. Consumers scroll, double-tap, and explore. E-commerce platforms like Maka, Afrikrea, and Takealot bridge the gap, allowing seamless shopping experiences.

Authenticity trumps airbrushed perfection. Consumers crave real stories and unfiltered moments. When a beauty influencer shares her acne journey or a DIY face mask recipe, it resonates. Social media becomes a safe space—a confessional booth for skin struggles and triumphs. Brands that leverage this new journey of openness and vulnerability have thrived in recent years, as previously feared ‘beauty-imperfections’ have become badges of honor.

In conclusion, Africa’s beauty and personal care market is projected to reach a value of USD 65.93 billion by 2024, with a compound annual growth rate (CAGR) of 5.99% from 2024 to 2028. The skincare and haircare segments hold the largest market share, reflecting the diverse beauty standards and practices across the continent. Anti-aging products will continue to be in high demand, especially in South Africa. At the same time, in other regions, there will be more focus on products addressing uneven complexion and dark spots. Also in Nigeria, there will be a continuous growth in demand for sustainable beauty solutions as the industry has witnessed the rise of local brands that leverage indigenous ingredients and traditional beauty rituals, catering to Afrocentric needs and preferences. Just as more growth will be further fueled by the increasing influence of social media and e-commerce, which will continue to shape consumer behavior and access to beauty products.

Our beauty industry report delves into the key trends that have shaped the market in recent years; including the growing preference for natural ingredients, the celebration of authentic African beauty, and the rise of homegrown brands that are defining a new narrative.

Download the full report: https://www.pierrine-consulting.com/expertise/resources/the-evolution-of-africasbeauty-industry-2013-2023/