From Tradition to Shelf: African Brands Reimagining Ancestral Beauty

African beauty has never needed validation, but it’s beautiful to witness how brands across the continent are taking indigenous ingredients, giving them thoughtful upgrades, and sharing them with the world, on our own terms.  

In our last piece, we revisited the timeless beauty practices our grandmothers swore by. Ingredients like shea butter, black soap, and palm kernel oil that stood the test of time. But these aren’t just relics of the past. Today, a new generation of African brands is giving these heritage ingredients a modern glow up, making them more accessible, refined, and globally respected. 

Whether it’s repackaged in minimalist glass jars or blended with a touch of science, these brands are helping us reconnect with rituals we grew up watching our mothers and grandmothers practice.

 

1. Shea Butter, Elevated

No longer just scooped raw from a tub, shea butter is now whipped, infused, scented, and bottled in luxe packaging. But the essence remains the same.

Brands to Know:

• R&R Skincare : Their Luxury Shea Oil and whipped shea butters have gained international recognition. 
• Kaeme (Ghana): They specialize in unrefined, fragrance-free skincare, rooted in Ghanaian heritage. 
• Ovelly Naturals (Nigeria): Known for their raw and scented whipped butters, often paired with calming oils like lavender or tea tree. 

2. Black Soap, Bottled & Balanced

No more trial and error mixing in a plastic bowl. Today’s ose dudu is reformulated to be gentle, pH-balanced, and even customized for different skin types.

Brands to Know:

• Ajali (Nigeria): Their Black Soap Body Wash comes in reusable bottles and is blended with essential oils. 
• Arami Essentials (Nigeria): Their Glow Oil and Glow Scrub incorporate black soap and shea in thoughtful combinations. The Omni Glow Oil is a personal favourite, lightweight, nourishing, and scented with a mature, beautiful oud that’s subtly sweet and almost edible. It’s the kind of product that lingers on your skin and in your memory. 
• Shea Tribe (Nigeria): Handmade skincare featuring African black soap as the star ingredient in their cleansing range. 

3. Adin & Other Indigenous Oils

Adin (palm kernel oil) and other natural oils are making a comeback, not just for babies, but in adult skincare and haircare lines.

Brands to Know:

• Organic Life Plus (Nigeria): They offer cold-pressed palm kernel oil, castor oil, and more. 
• Nokware Skincare (Ghana): A black-owned, women-led brand that makes soaps, oils, and scrubs from local ingredients. 

4. Earth Masks, Reimagined

Natural clays and minerals are being combined with botanical extracts and superfoods for next level masking.

Brands to Know:

 

• Adunni Organics (Nigeria): Their Clay Mask combines kaolin and bentonite clays with rice powder, goat milk, and mulberry extract. This blend aims to detoxify and clarify the skin, making it suitable for all skin types. ​

 

• Skin Gourmet (Ghana): They keep it raw, edible, and organic. Yes, you can actually taste their face mask powders. 

5. Aloe Vera, Now Luxurious

No longer just the potted plant on your windowsill. Aloe vera now comes in hydrating mists, cleansers, and even serums.

Brands to Know:

• Elixir Beauty (Nigeria): Their aloe based toners and facial mists feel like spa treatments. 
• House of Coco (Nigeria): Offers a botanical aloe range mixed with rose water, tea tree oil, jojoba oil, and other ingredients. 

6. Chebe & Karkar, Commercial & Customizable

This once secret Northern haircare ritual now has national presence, thanks to homegrown brands committed to preserving the method while making it more user-friendly.

Brands to Know:

• Chebe Magic (Zimbabwe): Offers full starter kits with instructions and video support.
   
• AfroVirtues (Nigeria): Known for sourcing original Chebe from Chad, while adding herbal Nigerian twists.
  

  

  Chebe Magic’s Karka Hairspray – nourishing strands with ancient African haircare secrets. Image via chebemagic.company.site

  
  

7. Lime, Honey & Heritage Blends

Homemade scrubs and spot treatments get a new lease on life when infused with hibiscus, turmeric, or green tea, without losing their roots. 

Brands to Know:

• BathKandy (Nigeria): Playful, creative skincare with lime, honey, and fruit enzyme blends. 
• Oriki (Nigeria): Their spa grade masks and toners are deeply inspired by traditional ingredients.
  

  

  BathKandy’s skin set – indulgent, handcrafted self-care treats made for melanin-rich skin. Image via @bathkandy on Instagram

  
  

   

These brands aren’t just bottling tradition, they’re protecting it. They’re ensuring that the ingredients we once saw as “local” or “common” are recognized for what they are: brilliant. Each product tells a story of heritage and home, remixed with intention and innovation.

And while these are some of the standout names, they are by no means the only natural skincare brands on the continent. Africa is blessed, surrounded by natural resources that cater beautifully to our skin’s unique needs. There are many, many more brands out there, and we encourage our readers to make conscious efforts to seek them out, support them, and celebrate them.

African beauty is no longer a secret. And it was never a trend.

Are there any homegrown brands you love that didn’t make this list? Let us know! We’re always looking to amplify more African voices in beauty.