Aminata Thior: Men Embracing Skincare
- The African beauty landscape is evolving, with a notable surge in men's interest in personal care.
- According to Aminata Thior, founder and editor-in-chief of Setalmaa, a media outlet specializing in beauty for Black and mixed-race individuals in Africa, the modern era has fostered a...
- Between 2019 and 2020, men accounted for a mere 1.8% of the customer base for African brands and e-commerce platforms in French-speaking sub-Saharan africa.
Men’s Grooming on the rise in Africa: A Beauty Industry Analysis
Table of Contents
The African beauty landscape is evolving, with a notable surge in men’s interest in personal care. This shift is fueled by the increasing influence of social media adn a growing desire among men to invest in their appearance.
According to Aminata Thior, founder and editor-in-chief of Setalmaa, a media outlet specializing in beauty for Black and mixed-race individuals in Africa, the modern era has fostered a generation of men who are more agreeable embracing self-care. She notes,”We are in a society where when you are a man and you take care of yourself,you are immediately labeled as homosexual. We are seeing a new generation that accepts the fact that you can be a man who wants to take care of his skin and do skin care.”
Data Shows a Growing Market for Men’s Cosmetics
The statistics reflect this growing trend. Between 2019 and 2020, men accounted for a mere 1.8% of the customer base for African brands and e-commerce platforms in French-speaking sub-Saharan africa. Though, in 2021, Setalmaa observed an average increase of 5% in male customers among local beauty businesses and online retailers. Thior predicts, “These figures will explode in the coming years given the enthusiasm of men for cosmetic products. Even if it is still small, they have taken more place in the world of beauty in Africa.”
Top Products for Men’s Skincare
Skincare products, notably facial care items, are highly sought after by men. Thior highlights that “everything that is cleanser, moisturizer, sunscreen is of increasing interest to men.”
- Cleansers
- Moisturizers
- Sunscreen
Beauty Salons See More Male Clients
Beauty salons are also experiencing this demographic shift. According to Thior, men are increasingly visiting estheticians for services like pedicures, manicures, and scrubs, either independently or accompanied by their partners.
African Beauty Brands Emerge
Several African beauty brands are rising to prominence,catering to diverse needs and preferences. For example, Pauline Cosmetics, founded by Kenyan-born Nelly Tuikong, offers a wide range of makeup products, including foundations for women of color.
West African Companies Expand
West African companies are also making notable strides in the beauty and personal care sector. Companies like Sivop, Nouvelle Parfurmerie Gandour (NPG), Dream Cosmetics, and GDK, all founded in Côte d’Ivoire, have expanded their operations to multiple markets. Sivop, as a notable example, operates in over 25 countries. These companies are becoming market leaders due to their strong local presence and deep understanding of the African market.
Natural Cosmetics Gain Popularity
The demand for natural cosmetics is also on the rise in Africa. Natura Africa offers natural skincare and haircare products inspired by the continent’s rich biodiversity. Their products are free from harmful chemicals and cruelty, appealing to consumers seeking ethical and sustainable beauty options.
Conclusion
The African beauty market is dynamic and responsive to changing consumer attitudes. The growing interest of men in grooming, coupled with the rise of local brands and the demand for natural products, signals a promising future for the industry.
Men’s Grooming on the Rise in africa: Your Questions Answered
The beauty industry in Africa is experiencing a significant shift, with men increasingly embracing personal care and grooming. This Q&A guide explores the key aspects of this growing trend, offering insights into the driving forces, popular products, and emerging brands shaping the male grooming landscape in Africa.
General Trends
Why is men’s grooming becoming increasingly popular in Africa?
Several factors contribute to this trend:
Social Media Influence: Social media platforms play a crucial role in showcasing grooming trends and inspiring men to invest in their appearance.
Changing societal norms: There’s a growing acceptance of men taking care of their appearance, moving away from traditional stereotypes, as pointed out by Aminata Thior of Setalmaa.
Increased disposable income: As economies grow, more men have the financial means to purchase grooming products and services.
A Desire for Self-Care: A growing recognition of the importance of self-care and well-being encourages men to adopt grooming routines.
Social media platforms expose African men to global and local grooming trends, influencing their purchasing decisions and self-care routines. Aminata Thior, founder of Setalmaa, emphasizes the role of social media in normalizing male self-care and challenging traditional stereotypes.
What statistics show the growth of the men’s grooming market in Africa?
While specific market-wide data is still emerging, Setalmaa observed an average increase of 5% in male customers among local beauty businesses and online retailers in French-speaking sub-Saharan Africa in 2021. This indicates a significant upward trend. Further reports signal accelerating growth, with the Middle East and Africa men’s grooming products sector is anticipated to expand by USD 4.6 billion, exhibiting a robust CAGR of 13% during the period from 2024 to 2029.
What are the main barriers or challenges to the men’s grooming market in Africa?
Based on the article, one key challenge is overcoming societal stigmas that associate male grooming with homosexuality. This requires continued efforts to normalize self-care for men.
Products and Services
What are the most popular men’s skincare products in Africa?
According to Aminata Thior, cleansers, moisturizers, and sunscreen are notably popular among African men. These products form the foundation of a basic skincare routine, addressing essential needs like cleansing, hydration, and sun protection.
Aside from skincare,what other grooming services are men seeking in Africa?
Men are increasingly visiting beauty salons for services like pedicures,manicures,and scrubs. This indicates a broader interest in personal grooming and well-being beyond just skincare.
Are there specific grooming products tailored for Black men in Africa?
While the article does not explicitly detail products specifically for Black men besides foundations from Pauline cosmetics, the rise of African beauty brands suggests a growing awareness of diverse skincare needs and preferences.
Brands and Companies
Which African beauty brands cater to men’s grooming needs?
The article mentions several African beauty brands:
Pauline Cosmetics: Founded by Nelly Tuikong in Kenya, offers a range of makeup products.
Sivop, nouvelle Parfurmerie Gandour (NPG), Dream Cosmetics, and GDK: west African companies based in Côte d’Ivoire that have expanded across multiple markets.
Natura Africa: Offers natural skincare and haircare products inspired by African biodiversity.
Which West African companies are expanding in the beauty and personal care sector?
Sivop, Nouvelle Parfumerie Gandour (NPG), Dream Cosmetics, and GDK are West African companies based in Côte d’ivoire that have expanded their operations to multiple markets. Sivop, for example, operates in over 25 countries.
What is the appeal of natural cosmetics in the African market?
Consumers are increasingly seeking natural cosmetics due to their:
ethical and enduring sourcing: Products free from harmful chemicals and animal cruelty appeal to environmentally and ethically conscious consumers.
* Focus on natural ingredients: Ingredients derived from Africa’s rich biodiversity.
The Future of Men’s Grooming in Africa
What is the future outlook for the men’s grooming market in Africa?
The trend is expected to continue growing rapidly as the increasing interest of men in grooming coupled with the rise of local brands and the demand for natural products, signals a promising future for the industry.
Summary Table: Key Trends in Men’s Grooming in Africa
| Trend | Description | Driving Factors | Popular Products/Services |
| ———————- | ———————————————————- | —————————————————- | ——————————————————- |
| Growing Market | Increased male customer base in beauty and personal care. | Social media influence, changing norms, rising incomes | Cleansers, moisturizers, sunscreen, salon services |
| Rise of Local Brands | African beauty companies catering to diverse needs. | Understanding of the local market, cultural relevance | Makeup, skincare, haircare |
| Demand for Natural Products | Preference for ethical, sustainable, and chemical-free options. | Health consciousness, environmental awareness | Skincare and haircare with natural African ingredients |