By Theresa Moses
GTCO Fashion Weekend 2025 played host to an inspiring session with Jade Oyeteru, Co-Founder and COO of Uncover Skincare, a fast-growing African beauty brand merging advanced Korean skincare science with African botanicals to care for melanin-rich skin.
During the masterclass session, Oyeteru shared the journey of building Uncover into a pan-African powerhouse, now present in eight African countries and backed by multi-million-dollar funding. She emphasized that the brand’s growth was driven by a clear path to profitability, strategic expansion, and a strong understanding of its core audience.
“We are truly building a brand that speaks to melanin-rich women. Our priority is not to follow trends abroad but to dominate Africa,” Oyeteru said.
Oyeteru shared insights for skincare brands and business owners looking to expand into emerging markets:
- Know your brand story and your ‘why’ — clarity in purpose drives strategic decision-making.
- Choose markets deliberately — expansion should align with brand values and audience needs, not just global trends.
- Research and understand your audience — every market has unique expectations, especially when building a pan-African brand.
She reflected on Uncover’s ambitious approach: ensuring that products are accessible across Africa, from Lagos to Namibia, Accra, and even Egypt, while staying true to the brand’s mission of celebrating melanin-rich skin.
Under Oyeteru’s leadership, Uncover has been recognized by Bloomberg and Vogue Business as one of Africa’s top startups redefining beauty. Prior to founding Uncover, she held key roles at Unilever, Nestlé, and Jumia and earned her MBA from Imperial College London, bringing global business experience to the African skincare scene.
“It’s about building brands people believe in. You don’t expand just for the sake of going abroad — you expand because it fits your vision and serves your community,” Oyeteru emphasized.
Her message resonated strongly with entrepreneurs and young designers in attendance, many of whom were seeking guidance on scaling brands beyond local markets while retaining authenticity and cultural relevance.
In a market often dominated by imported products, Uncover stands out as an African brand proving that innovation, purpose, and strategic storytelling can drive pan-African growth and global recognition.
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