Let’s face it; the times have changed and they have changed drastically. Films are more inclusive and diverse, our fashion is now globally informed and beauty and make-up styles and products have all changed, RIP foundation covered lips and chunky mascara.
The world has taken the cries for inclusivity to heart and has started to open its mind to the many different kinds of beauty that exist. Pop Culture’s gaze has shifted to other cultures, no longer to appropriate them but to celebrate and give voice to emerging creatives in the fashion and beauty industry. One of the sources for the new pop culture renaissance in Africa. Much like the lack of diversity in foundation shades, Africa is often painted in a ‘one colour fits all’ way, completely ignoring the fact that it has 54 countries full of diversity, romance and beauty. The beauty and fashion industry has inspired so many African brands to be created and to create for their own kind of beauty. This list names the top 3 must-have African owned beauty brands that every makeup enthusiast should have in their arsenal!
Hailing from the cultural force that is Nigeria, Juvia’s Place Founder, ChiChi Eburu, started the brand out of necessity. It’s hard to believe that up to as early as 4 years ago, most established beauty brands had little to pick from when it came to foundation shades for darker skin. Eburu experienced this often in her search for products that celebrated the warmth and complexity of her skin instead of muting it. She took finding the solution upon herself and started selling makeup tools that later led her to developing her own products.
But why should I include Juvia’s Place in my makeup routine?
Complexion is king when it comes to Juvia’s Place products. Eburu made her vision a reality. She created a vast range of full-coverage highly pigmented foundations that are certain to match your skin-type perfectly. The star of their face products has to be The Shade Stick.
The Shade Stick is Juvia’s Place’s secret weapon. The multipurpose foundation stick is perfectly marketed as being a triple threat. It can be used as a flawless foundation, a contour product that is sure to enrich the dimensions of your face and concealer, perfect for adding the perfect amount of highlight. The products are not only full coverage, but the lightweight feel blends seamlessly to create a face that very clearly revels in its melanated glory.
An honourable mention goes out the ridiculously pigmented eyeshadow palettes. It is a known fact that most beauty brands don’t cater to darker skin when producing coloured palettes. Juvia’s Place has come to change that. The inaugural Nubian Palette draws inspiration from hallmarks of African Beauty, paying homage to Queen Nefertiti herself. This palette boasts a range of essential neutrals that offer a world of unique looks.
Juvia’s Place embodies showcasing African Beauty at its finest.
“A South African beauty brand born out of the internet” is the way that Swiitch Beauty founder Rhabia Ghoor aptly describes her company. Hailed as South Africa’s very own Kylie Jenner, this beauty heavyweight started the brand out of a small space in her bedroom. After spotting the need for high quality South African makeup and skincare products that were not only effective, but easily accessible, Ghoor began to make Swiitch a brand founded upon the base of community.
But why should I include Swiitch Beauty in my makeup routine?
Swiitch beauty is a collaborative experience. The customers are encouraged to voice their opinions on the products and how the brand can best suit the users. Swiitch takes these comments to heart and has tailored these products to best suit the needs of its users. The brand’s goal is to deliver an honest product that guarantees that it will do what it claims to do. This personal touch is only made better by the fact that the products themselves are amazing.
An honourable mention would have to go out Swiitch’s skincare products, specifically their #SuperHeroSpray. Inspired by Korean face mists, the spray intensely hydrates and soothes the skin. It’s perfect for when you’re experiencing redness or having a breakout. The secret ingredient is polyglutamic acid as it holds ten times more moisture than even hyaluronic acid, ensuring intense and long-lasting moisture with a dewy finish. It also doubles as setting spray!
Swiitch has definitely changed the makeup industry in South Africa and is sure to have a global following as its innovative internet presence and community engagement is truly unprecedented.
Founded in 2010, the Nigerian Zaron Cosmetics has quickly become one the continent’s leading brands for people of colour. The brand is dedicated to enhancing the quality of life of all people involved in creating the product, from manufacturers to its users. It affords users to not only purchase the product, but to have a hand in its development, marketing, distribution and sales of the products! The cosmetics are manufactured to international standards, giving other popular make-up retailers a run for their money! Zaron Cosmetics caters to you in ways most make-up companies have not even considered.
But why should I include Zaron Cosmetics in my makeup routine?
The common thread that runs through most African owned makeup brands is that of complexion, and Zaron has not left us hanging. Their face range is perfectly formulated for whichever environment their users are in. Makeup, like most things, oxidizes when exposed to certain environments and Zaron has customized its products to be adaptable, so you will look good whether you’re soaking up the sun rays or keeping it icy in the cold.
An honourable mention goes out to the Zaron Cosmetics Healthy Glow Matte foundation. Its medium coverage formula is easily buildable if a full coverage look is desired. It is a pro at evening out skin tones and discolouration while covering up blemishes and spots on problem days. The light-weight feel on the skin is a dream to wear and the matte finish combats shine rounding off any makeup look with the finesse that only fellow Africans know how to provide!