Although the African beauty industry is seeing the strongest growth across all continents, the African consumer is left with low-quality products, and unadapted branding strategies translating into a huge emotional blank space when it comes to beauty. We are building a lifestyle D2C beauty brand for the middle-class African woman. Our one and only product at this stage is the Matifying Liquid Foundation. The foundation addresses African women’s biggest beauty concern: uneven, oily skin.
Africa’s 10 billion dollar beauty industry is seeing a growth that’s twice as strong as the global rate, and the fastest across all continents.We are specifically addressing the African middle class woman living in the city, who’s young and connected. A 78 million women segment growing 13% every year, spending up to 20% of her income on beauty and personal care.