www.chemicalsknowledgehub.com
The goal for us as a brand is to maximize the use of proven natural active ingredients that deliver positive results for skin health – like the rest of the world, formulation requirements vary country to country on the African continent – a challenge all brands face when looking at cross-border trading or markets
not only look at preferences for indigenous ingredients but also ensure they are proven scientifically for their efficacy so that the claims the company makes are substantiated. “The goal for us as a brand is to maximize the use of proven natural active ingredients that deliver positive results for skin health – like the rest of the world, formulation requirements vary country to country on the African continent – a challenge all brands face when looking at cross-border trading or markets. Our focus is always on skin health and utilizing natural active ingredients, minimizing the use of filler ingredients and, as a result, we find our formulations meet most regulations. The consumer appetite is growing alongside the industry on the continent and ingredients, suppliers and brands alike are all working towards a larger reach and, as a result, this influences the quality and diversity of what is on offer,” Oriaikhi-Sao says.
A new frontier of opportunity
“Undoubtedly, a worldwide global trade shift is happening and has already happened across the industries recognizing the African
Summer 2020
consumer. Such industries are focusing on the potential of the African continent and its growing population amidst globalization. The cosmetics industry should follow suit to capture the marketplace in these growing economies and the African cosmetics market is poised as the new frontier of opportunity and growth for the cosmetics industry.
“Internally, African governments are investing heavily in industry, opening trade barriers between member African states with the African Continental Free trade agreement. Such infrastructure investments and regulatory protections, as well as reform, have been implemented – including as part of industrialisation agendas in some countries – with hopes of serving its growing populations and increasing their chances of success through job creation.” Oriaikhi-Sao says Malée Natural Science is, therefore, a new type of global and pan-African consumer-focused cosmetics brand that serves both local African consumer and diaspora needs while also entering into the global brand race, based on merit and consumer appeal: “Local brands operate without the need to weigh investment or resources with other regions, they are focused on creating a solution for the increased spending power in their countries and are catering to luxury tastes while staying true to their origins, tradition and heritage,” stating that common practice includes the use of traditional brand and product names with meanings that embody a brand’s ethos and that there is an emergence of products that cater to routines that mimic age-old traditions, such formulas being often inspired by traditional healer remedies and skin health but combining scientific knowledge and the use of sustainably sourced natural or organic indigenous ingredients and sustainable production practices. She expects that over the next decade, increased access to readily available capital, coupled with
Cosmetics
growth in consumers’ disposable income, will result in consistent growth and more investment opportunities within the African beauty products market:
Investing in and growing the industry “In recent years, I’ve seen interest mostly focused on our distribution channels,” she comments, “and I suspect that larger global cosmetics companies will explore acquisitions in order to diversify their portfolios. Historically, these global companies have maintained hold of a large percentage of the market share, however, the emergence of new players – such
as Malée Natural Science – into the market, will mean they may struggle to maintain this. “Malée Natural Science is in its tenth year of business and we currently have a presence in nine countries, with a goal to continue establishing ourselves as a global player, so we are still quite young to be planning an exit strategy. The hope is, however, in future to be able to invest in the local ecosystem and help more people realize their ambitions, in turn growing the industry,” she concludes.
Further information W:
www.maleeonline.com
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