Out of Africa: Why the Sub-Saharan beauty market is thriving

Sub-Saharan Africa’s emerging personal care markets surge ahead while wealthier South Africa stagnates. Nicola Jenvey, Samuel Okocha, Ramadhan Rajab, Bertha M Rinjeu and Matthew Newsome report

Sub-Saharan Africa continues to grow as a key market for personal care product brands, with growing middle classes providing more spending power. However, the region’s most mature market, South Africa, has been experiencing some stagnation.

The rest of the region is still performing as emerging markets should – with growing sales, even when uneven across categories, giving brands much hope for the future.

Nigeria: Manoeuvres in make-up

In sub-Saharan Africa’s largest market, Nigeria, progress has still been . . .

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