Currently in Africa, the personal care and beauty markets are some of the fastest growing. Companies like Estée Lauder, Unilever and L’Oreal, have heavily invested in the continent, creating new product ranges to capture the expanding middle classes. According to the African Development Bank, these are around 350 million people earning between $2 and $20 per day, who are driving growth in consumer markets like beauty and personal care.
As a beauty blogger, looking at the industry, I have a couple of hopes and predictions.
- I love how women are approaching beauty – there is a trend toward accepting yourself and embracing self care. Our life expectancy is only going to rise, and we want our golden years to be healthy and active. Looking and feeling good is essential, so the health and well-being movement is here to stay.
- Africa’s millennial beauty consumer is tech savvy and brand conscious. In the next decade, I predict that new and safe technologies will continue to play a huge role in what products will be developed and in our overall health management. With apps like Tress and BreastIT, it’s clear that this is only the beginning.I imagine future apps will alert you when you need to apply sunscreen or tell you when your skin is dehydrated.
- The African beauty knows that when nature and science cooperate, great things can happen.I believe natural African beauty brands will eventually collaborate with scientists and take advantage of the unexploited resources on the continent, like baobab oil!
- Eventually, who knows?! Using virtual reality to understand your future self is certainly attainable. It would be all about learning and embracing what you could look like if you cared for your body, mind, and skin.
I caught up with some African beauty, fashion and lifestyle bloggers to reveal their hopes and predictions for the future of the industry.
Joan of Imigani – “The melting pot. That’s the first thing that comes to my mind when I think of Africa and its beauty standards in the next ten years. As the years go by, it becomes more acceptable to break barriers and mix or cultures as we have babies. The result I predict is going to be a ton of new in between’s. In between skin tones, in between hair patterns, in between eye colours. I can imagine that make-up companies will come up with colour shades to match those in between’s. I’d also like to be optimistic and think that natural hair is not just a fad and in ten years there will be an advanced product to handle shrinkage, and we will somehow be able to walk around in this humidity and not have to worry about our hairstyles evolving from what we left the house with to what our hair looked like at the end of the day.”
Tendai Kamusikiri of Signature Toscie – “In the past 5 years the African Beauty Industry has tremendously evolved, moving past the stereotypical looks of high fashion and further accommodating African Beauty in its fullness. Take for example Kenyan actress and beauty Lupita Nyong’o who not only embraced her full natural African features but became the first International African Ambassador for Lancome Paris. Bonang Matheba is another beauty that has raised the stakes and became Revlon International’s African Representative. Making her the first African outside the USA to take such a prestigious honour. In the next 10 years, I believe African Beauty will merge into the global market with current brands such as Langa Cosmetics and Vault Cosmetics both spearheaded by female entrepreneurs in Zimbabwe, already making an impact in the Southern African region. Furthermore, our current global village will only further prompt African Beauty and its women of colour onto the international scene where competition centred around standards of beauty will be at a state of equilibrium and dominance in high fashion editorials, fashion houses and international runway shows.”
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What are your thoughts on the future of African beauty? Let me know in the comments.