African women as a priority, not an afterthought: Uncover Skincare Launches in Nigeria
Lagos, Jan. 17, 2023
In a room filled with incredible women and a pop of colour, a Kenyan-based start-up, Uncover Skincare, formally extended its healthy but effective self-care brand to the West African market of Nigeria.
Uncover Skincare is a women’s self-care brand for and by women of colour; united in its mission for self-care within and without, bonded by diverse life experiences, and intentional for the African woman.
Sneha Mehta, Jade Oyateru, and Catherine Lee co-founded Uncover Skincare in Kenya almost three years ago. The mission was to revolutionize the African skincare market through data-led manufacturing aligned with modern African women’s needs.
The beauty start-up also provides virtual consultations and engaging content to gain more reach which, according to Uncover, has seen a 20-fold increase in its revenue.
Since Uncover’s inception in 2020, it has successfully built East Africa’s fastest-growing digital female community and released nine products, formulated by a board of experts and backed by science. The beauty company uses advanced, innovative K-Beauty skincare technology with African botanicals, and works closely with their community of 100,000+ women across Africa to test the formulation.
Its product range includes Uncover’s zero white-cast SPF 50+ Sunscreen, Salicylic Acid infused Cleanser, Hydrating Moisturiser, Vitamin C Serum, Sheet Masks and the first-ever Pimple Patch made by an African beauty brand.
In December 2022, it raised $1M in seed funding for this exact purpose–“to launch more products, go into additional markets, and double down on its tech and data to produce, reach and market to” its ever-increasing audience.
Less than a month later, it is in Nigeria in January, making good on that promise. This launch means the organisation’s presence in three countries; two countries in East Africa–Kenya and Ghana–and its first in West Africa–Nigeria.
Speaking about the event, Sneha Mehta, CEO & co-founder, said, “We are so excited to start this new chapter, spreading the Uncover mission of healthy but effective self-care in sub-Saharan Africa’s largest market.”
Jade Oyateru, co-founder & COO, also reiterated the company’s mission in her comments: “Uncover’s mission is to revolutionise women’s self-care in Africa. We are starting with skincare, but it’s so important that we encourage women to wear their skin proudly and love the skin they are in.”
Mimi Onalaja compered the official occasion which highlighted vital messages associated with the Uncover Skincare brand – positive affirmations, self-care, and wellness. Attendees received affirmation cards on arrival and were encouraged to use the affirming statements throughout the year.
The event centred around a panel on skin care, beauty, wellness, and mental health. Apparently, women with chronic skin conditions are two to five times more likely to experience anxiety or depression. Uncover Skincare is on a mission to encourage women to wear their skin proudly, especially in Nigeria where the use of unsafe lightening products is one of the highest on the continent.
Some panelists included Ezinne Alfa (founder/editor-in-chief, Beauty In Lagos), Jade Oyateru (co-founder/COO, Uncover), Hilary Taiwo (certified cosmetics scientist), Nicole Chikwe (media personality/beauty & wellness enthusiast), and Onyeka Michael Ugwu (medical aesthetician/CEO, Hello Perfect Aesthetics).
The event also recorded in attendance beauty experts, enthusiasts, influencers, and key stakeholders of the industry.
Related: The Beauty West Africa Exhibition 2022: A Gathering of Beauty & Wellness Enthusiasts
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