Uncover: A Brand Wants To Change Beauty And Personal Care For Africans

Last updated on October 10th, 2023 at 08:30 am

In Africa, demand for beauty and personal care is growing fast, with urbanization and a young population some of the main drivers behind the booming market.

According to Technavio, a global market research firm, Africa’s beauty and personal care market is expected to grow by more than $5 billion from 2021 to 2026.

This potential has lured in global players such as L’Oréal and Rihanna’s Fenty Beauty to the continent. But their products remain predominantly focused on Western markets.

Global Brands Are Expensive, Not Tailored Towards Black Skin

There is still a gap in what’s available for consumers in Africa. While fake cosmetics can put people at risk, the global brands are often expensive and not tailored towards Black skin.

Uncover wants this to change. The start-up founded by three women in Kenya has developed a range of cosmetics that serve the needs of African women.

With each product tested by focus groups in either Kenya or Nigeria, Uncover’s CEO and co-founder Sneha Mehta says it has a high chance of creating something that’s popular in Africa.

Uncover’s Sunscreen, One Of Its Bestsellers

Jade Oyateru, the start-up’s COO and co-founder, says demand for sunscreen is growing among Africans, but they often complain that it leaves a white layer on their skin.

Uncover responded by formulating a hydrating and fast-absorbing sunscreen that doesn’t leave a ghostly white cast, she noted. There’s more.

The sunscreen includes cooling aloe vera, while the Vitamin C serum uses baobab that helps to reduce redness and the toner has rooibos leaf extract that is known to be anti-ageing.

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Uncover Working On Bridging A Big Gap In Knowledge

While Uncover’s products are currently manufactured in South Korea, Mehta is optimistic of starting manufacturing in Africa in the next 10 years.

The company is also working on bridging a big gap in knowledge. There is a free skin quiz on the website, which can recommend nutrition tips and products based on a few questions.

Since 2020, Uncover has amassed a digital audience of more than 170,000 and raised a staggering $1.5 million in funding.