A-Beauty, Africa is the space to watch

The WGSN’s head of beauty says that African-Beauty will soar in the coming months and years, with the ingredients and time assured rituals drawing in curiosity from consumers throughout the region.

After K-Beauty becoming the booming success it has recently, A-Beauty is next in line according to Clare Vaga, Head of beauty at WGSN. They have said its a particularly exciting movement to watch, being so different to the likes of K-Beauty that we now all know.

“This is a regional beauty that is emerging and that makes it slightly different because its much more nuanced; there are 54 countries that make up Africa” was Vegas’s statement to the attendees at WGSN Beauty live online event.

“It’s very important that when you think about A-Beauty, you don’t think of it as a homogenous region,” she exclaimed.

Her view is that Africa homes a plethora of amazing beauty ingredients and so many brands there are developing fantastical product concepts across the whole region.

“A-Beauty is the one to watch,” when asked where the most emerging promise was in the beauty category globally.

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Source: Cosmetics design-europe, May 2022