2018 is shaping up to be the year of natural beauty, with smaller niche brands and their sustainable products and strong back stories rising to prominence. Consumers are increasingly interested in sourcing and buying local, ethical, handmade and environmentally friendly natural products where the provenance and impact are known and appreciated. Women between the ages of 25-45 are choosing to spend their money differently and more thoughtfully. This gap in the market for premium quality natural beauty products has created an opportunity for independent brands to emerge, and particularly across the African continent. The global natural and organic personal care market has been growing at a rapid pace over the past 5 years, and according to a report by Persistence Market Research, this market is projected to be valued at $21 billion by the end of 2024. This natural skincare trend means that opportunities are growing for Africa’s women entrepreneurs who for years have been creating high quality artisanal products, to break through into the mainstream market. And whilst some of these independent products and brands will inevitably be acquired by larger brands to enjoy wider distribution and brand recognition, many will grow simply by leveraging their independence and continuing to cater to their loyal niche market.

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