It started with a 15-second clip: a Lagos teen slathering shea butter infused with hibiscus on her elbows, whispering, “Watch this glow.”
Now? That brand, Zuri Glow Co., is sold out across 8 countries—and it’s not even in Sephora.
Welcome to African beauty TikTok trends 2025, where homemade recipes, ancestral ingredients, and bold packaging are turning local startups into continental sensations—without a single celebrity endorsement.
From Morocco’s argan-oil lip tints (viral for “glass skin with soul”) to South Africa’s rooibos-infused serums (dubbed “the tea your skin drinks”), Gen Z is ditching Western “clean beauty” for formulas that honor their grandmothers’ wisdom—with a Gen Z twist.
Top 3 viral products right now:
- NaijaGlow’s “Ori Balm” (Nigeria) – A sacred head-anointing oil turned cult moisturizer
- Safari Skin’s “Baobab Mist” (Kenya) – Hydrates + doubles as a prayer spray (yes, really)
- Dakar Dew (Senegal) – A kinkeliba-leaf toner that’s “cleansing your pores and your aura”
Brands succeed not through ads—but through authentic storytelling. “I don’t sell cream,” says Zuri Glow founder Amina, “I sell confidence in a jar made by my aunties.”
With TikTok’s new “Shop Africa” feature launching this month, African beauty TikTok trends 2025 aren’t just viral—they’re viable.
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