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African Entrepreneurs Are Banking on ‘A-Beauty’

Beauty brands using African heritage ingredients like marula, moringa and baobab are gathering momentum across the continent.
Senegal-based Nebedai Beauty Campaign. Nebedai.
Senegal-based Nebedai beauty campaign. Nebedai.
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African beauty doesn’t stop with shea butter, says Linda Gieskes-Mwamba. The beauty entrepreneur who was born in the Democratic Republic of Congo and raised between Brussels and Johannesburg has always been a fan of the fat extracted from the nut of the African shea tree. Growing up in a part of Central Africa where it wasn’t abundant, she was always sure to request some from anyone coming from West Africa.

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