Epara luxury skincare for women launches in Lagos
As the spending power of women increases worldwide and major beauty conglomerates continue to ignore their specific needs in the skincare segment, Epara, a luxury skincare brand that harnesses nature to create bespoke products for women of colour, has been launched in Lagos.
Its founder, Mrs. Ozohu Adoh, confirmed that the Epara range was created in a bid to find solutions for her severe skin sensitivity, uneven skin tone and hyper-pigmentation. When no existing product or treatment worked, she began experimenting by mixing different oils and butters. So, when friends asked her what transformed her skin, she decided to research the beauty industry and found a huge gap – and a huge opportunity.
She said women were inclined to spending more money on beauty products than their Caucasian counterparts. Epara, according to her, is set to disrupt the beauty industry and it would be interesting to see how large beauty companies respond to a skincare line tailored to women of colour from start to finish.
“Epara’s ingredients are organic and sourced from throughout Africa. The products are all formulated to address specific needs in a healthy manner. For example, stubborn hyper-pigmentation is a problem specific to women of colour. Most products geared towards this issue are harmful bleaching products. Epara’s founder, however, said she found a way to address hyper-pigmentation using natural botanicals combined with micro-algae that specifically seek out the parts of the skin that are over-producing melanin. This leaves women with an effective, completely non-harmful product to treat dark marks, a first in the beauty industry.
According to Adoh, “After researching organic ingredients from the rich soils of Africa, we started with simple, trusted sources. We looked to Mother Nature for what was best suited to African skins. Epara is a collection of unique skincare products containing precious botanicals, essential oils and plant extracts within its advanced scientific formulas that cater to the underserved needs of women of colour.
“In 2015, we began working with a U.K. lab to super-charge these bio-available ingredients, such as moringa oil,marula oil and shea butter, with advanced scientific formulations and Epara was born.
The range is between 95 – 100 per cent natural throughout and is free from synthetics, mineral oils and harsh chemicals.” Adoh noted that clinical trials show proven reduction in uneven skin tone and scarring and a brighter complexion in as short a period as two weeks.
The founder has also created a programme that would help provide African women and girls, who have purchased Epara products, return their empty containers for recyling.
Adoh has created a holistic line from start to finish, which works to address the needs of women of colour to find answers to and serve to empower black women within the beauty industry, thus working to economically empower men and women throughout the continent. By applying her skills and knowledge to position Epara, as a successful business venture, her goal is to see more ranges created by Africans for the wider world.
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