Revolutionizing Skincare for an Untapped Global Beauty Market
Uncover, a Kenyan startup, is revolutionizing the beauty industry with their Pan-African skincare line Harnessing the power of African ingredients, they create tailored beauty products for the unique needs of African skin
In Africa, the demand for beauty and personal care products is rapidly increasing. However, there is still a lack of options available to consumers. The presence of counterfeit cosmetics and skin-whitening products poses risks to consumers, while global brands that are imported to the continent are often expensive and not suitable for Black skin.
To address this issue, Uncover, a startup established in Kenya in 2020 by three women, is determined to bring about change. Sneha Mehta, the CEO and co-founder of the company, explains that Uncover has developed a line of cosmetics specifically designed to meet the needs of African women. All products undergo thorough testing and evaluation by focus groups in either Kenya or Nigeria, where the startup is currently operating. This ensures that the products have a high potential to be well-received in the African market.
Uncovers sunscreen, one of its top-selling items, addresses the concerns of African women who often find that traditional sunscreens leave a noticeable white residue on their skin. To meet this demand, Uncover has developed a hydrating and quickly absorbing sunscreen that eliminates any white cast, according to COO and co-founder Jade Oyateru.
In order to further celebrate African identity, each product in their line incorporates ingredients sourced from the continent. For example, their sunscreen features cooling aloe vera, the vitamin C serum includes baobab extract which aids in reducing redness, and the toner boasts rooibos leaf extract known for its anti-aging properties.
Uncovers products are currently produced in laboratories located in South Korea, a renowned global hub for beauty technology. Mehta envisions expanding manufacturing to Africa within the next decade; however, the existing infrastructure in the region does not currently meet the required standards, and she is unwilling to compromise on product quality.
Uncover's sunscreen contains African-grown aloe vera.
Edwin Maina/Uncover
Technavio, a global market research firm, predicts that the beauty and personal care market in Africa will witness a growth of over $5 billion between 2021 and 2026. This potential has attracted renowned global players such as L'Oréal and Fenty Beauty by Rihanna to enter the African market. However, it is observed that these brands primarily cater to Western markets, according to Mehta.
Rubab Abdoola, a consultant at Euromonitor International, also conducted research on Africa's beauty industry. Abdoola believes that developing skincare products specifically for African consumers will enable local brands like Uncover to set themselves apart from dominant global cosmetic giants.
Pan-African skincare
Despite their strong reputation and status symbol status in some cases, multinational brands often face complaints from consumers regarding their lack of products specifically developed for the African woman's skin and the African climate.Urbanization and a young population are key factors driving the thriving African beauty market. However, there remains a significant knowledge gap, according to Uncovers Oyateru. "Women are aware of their interest in skincare, beauty, and cosmetics, but face challenges in finding the appropriate products and information," she acknowledges.
Uncover co-founders Sneha Mehta and Jade Oyateru (from left).
Edwin Maina/Uncover
Uncover aims to address this issue by utilizing digital tools and captivating social content on its website. Users can schedule virtual consultations with their in-house aesthetician, and they also have access to a complimentary skin quiz on the website. This quiz evaluates a few questions and provides personalized product recommendations and nutrition tips.
The quiz serves as a valuable source of marketing insights. Oyateru explains, "By analyzing the data we gather, we gain a deeper understanding of women with acne-prone or dry skin, as well as their purchasing preferences. Consequently, we tailor our email newsletters to cater to specific skin types."
The current methodology appears to be effective. Since 2020, Uncover has garnered over 170,000 digital followers and attained $1.5 million in funding. While mainly concentrating on Kenya and Nigeria, the platform has also received interest from other African nations and diaspora communities worldwide.
Over the next two to five years, the organization plans to venture into additional countries, including South Africa and Ghana, with the ultimate goal of establishing itself as a pan-African brand. Ultimately, Uncover's overarching mission is to transform beauty norms throughout the continent.
According to Mehta, our products go beyond improving your physical appearance and also aim to enhance your emotional well-being. Our brand is focused on ensuring that everyone, regardless of their skin color, struggles with acne, or deals with hyperpigmentation, can embrace and love their own skin.
