For too long, the global beauty industry has treated melanated skin as an afterthought. Products designed for lighter skin tones dominate the market, leaving African women and women of colour to deal with ineffective solutions that do more harm than good. Brands that don’t prioritise darker skin tones misunderstand or completely ignore concerns like hyperpigmentation, acne scars, and increased sensitivity.
Sources reveal that the African beauty and personal care market, valued at $57.12 billion in 2023, is expected to grow at a compound annual growth rate (CAGR) of 6% from 2023 to 2028. Yet less than 7% of global beauty products are designed with melanated skin in mind. To make matters worse, many women lack access to accurate information about skincare, leading to confusion, frustration, and, sometimes, damaging skincare routines.
Despite the prevailing circumstances, Sneha Mehta and Jade Oyateru combine science, African botanicals, and education to create solutions tailored to melanated skin types. Together, they built Uncpver, a brand that fosters inclusivity for Africans and people of colour in the global beauty market.
“Clinical testing in the beauty industry has failed women of colour for generations. We are changing that by ensuring women of colour are in the room where decisions are made about their wellness needs.” – Mehta shared on LinkedIn.
Founding Uncover
Sneha Mehta and Jade Oyateru wanted to fill the gaps in the beauty industry through Uncover Skincare. Sneha, who spent over a decade in finance and consulting, had always wrestled with skin challenges like acne scars and dermatologist burns. The idea of Uncover came to her during an incubator program, and she saw it as an opportunity to help not just herself but women like her. Thus, she partnered with Jade Oyeteru, a Nigerian who spent years building global brands at Unilever and Nestle. Oyeteru was equally frustrated with products that were not made with her skin type in mind. Together, they have built a brand that treats African women as a priority.
“Hyperpigmentation is the number one skincare concern for melanated women. We get so many questions in our DM about a dark spot solution.” – Jade Oyateru shared.
Founded in 2021, Uncover Skincare encourages African women to be authentic and proud of their skin. With Korean beauty technology, the brand combines African botanicals like baobab, rooibos, and aloe vera. Women of colour vet every product so it can serve African skin better.
Beyond skincare, Mehta and Oyateru realised that products are only half the battle, and the other half is knowledge. So, they started educating and empowering women on the subject of skincare. The brand used technology to scale its impact. They designed a skin quiz that helps users identify their skin issues. They also offer online shopping services and give expert guidance to customers through teleconsultations.
Uncover is powered by a team of 30 people spread across Kenya, Nigeria, and Korea. They also have a growing community of over 200,000+ women.
