Share this!

7 African Beauty Brands You Should Know

By Zaina Adamu

The beauty industry in Africa is big business. Scores of makeup lines and skincare products have emerged throughout the continent, and according to experts, it is only a matter of time before they compete with Western markets.

Here are seven African beauty brands you can’t afford to miss.

RELATED: 5 African Fashion Brands That Ship To The United States

true moringa

True Moringa

When a rocket science and economics major join forces, the end result is True Moringa, a lush skin and hair care line that prides itself in its all-natural products.

The company began when its founders, Kwami Williams and Emily Cunningham, discovered the harmful chemicals found in synthetic cosmetics, so they traveled to Northern Ghana and collaborated with MIT’s D-Lab to help farmers harvest seeds from Moringa trees.

Oil from the trees is then used to create lipsticks, body oils, facial cleansers, shampoos and conditioners. Even better, all True Moringa products are 100% paraben and sulfate-free.

Since its inception, the company has served more than 5,000 small farming families and have planted more than 2,000,000 trees.

Learn more about True Moringa here.



Sometimes the best beauty brands begin as casual exchanges between friends.

Liha Okunniwa and Abi Oyepitan met in college and would often exchange helpful tips on natural hair. Using the knowledge they shared, they decided to create Liha, a handcrafted skincare line with ties stemming from their Yoruba roots and love of African beauty traditions.

“Most companies will bleach or process shea butter to make it look a way that is palpable for customers used to using lotions cut with chemicals,” Okunniwa told CNN in 2016.

But Liha uses a different approach. Their luxe, all-natural, organic and vegan skincare line blends botanicals, aromatherapy and West African folk remedies.

Liha has been featured in Vogue, CNN and The Huffington Post for its innovative approach to skincare.

house of tara

House of Tara 

House of Tara has been hailed as one of the continent’s premier bridal directories and makeup studios with more than 27 branches spread across Africa.

House of Tara specializes in providing beauty education and makeup training through seminars, community events and panel-led discussions.

Its founder, Tara Fela-Durotoye, is a Nigerian makeup artist and lawyer who created the business in 1999 because she was (and still is) “passionate about building a business that is sustainable and using beauty as its expression.”

In addition to having its own makeup line, House of Tara offers makeover packages and the brand has hundreds of representatives throughout the continent.



Inspired by Africa’s vibrant landscapes and rich tradition, Zeze, Malée’s owner, created a brand that has an emphasis on sharing “secrets passed from mother to daughter throughout African communities.”

The South African bath, body and fragrance collection captures Africa’s wanderlust in every jar, promising to satisfy the senses while using careful engineering to make its all-natural ingredients rich in vitamins and antioxidants.

Malée also offers its customers a free vegan skincare guide that provides DIY cheats for skincare like how to tackle oily, aging, dry, sensitive and acne-prone skin.



Afriocology isn’t just a skincare line, it’s an experience – the kind you fall in love with because of its eco-friendly practices and divine pure essential oils.

On top of cleansers, toners, lotions and candles, Africology expanded the brand by opening spas at hotels and creating a body line for traditional healer Elliot Ndlovu.

Africology’s CEO, Renchia Droganis, says her globally recognized line stemmed from something “born of wisdom and manifested with kindness.”

Dozens of Africology products from massage balms to chakra oils are available on its website and is manufactured and packaged by hand.

juvias place

Juvia’s Place

 Juvia’s Place refers to itself as Juvia’s Kingdom on its super chic website, which features everything from palettes and highlighters to makeup brushes.

Nigerian entrepreneur Chichi Eburu started Juvia’s Place with just $2,000 and has since become one of the largest retail cosmetic lines with stores across the United States, Europe and the United Arab Emirates.

The line boasts more than 1 million followers on Instagram and customers rave about its affordable collection of long-wearing makeup and beauty essentials.

pauline cosmetics

Pauline Cosmetics

When Kenyan-born Nelly Tuikong was studying nursing in the United States, she had a hard time finding makeup products for dark skin tones, so she created her own African beauty brand.

Pauline Cosmetics offers a wide range of products for the lips, face and eyes, with an emphasis on a diverse array of foundations for women of color.

The line, which bears a slogan called #ColorForOurColor, is found in all of Kenya’s major cities and online. According to some product wearers on social media, Pauline Cosmetics BMC red wine lipstick is a perfect lip for every complexion.

About Demand Africa

Demand Africa offers 24-7 access to the largest curated collection of Pan-African TV shows, series, soaps, movies and lifestyle entertainment direct from the continent. Demand Africa goes to Nollywood and beyond to offer a deeper connection to the continent. Explore the culture, people, places and traditions of Africa and stream with IMPACT. Now streaming over 1,000 hours, with content added monthly. 60% of your monthly subscription goes to the featured creators and distributors on Demand Africa.

Join our community committed to celebrating and amplifying multi-cultural voices and African-influenced stories. Subscribe now on your iPhone® or iPad® and stream free for 7 Days. Enjoy single sign-on access across devices on web, smartphones, tablets, and connected TV.