Uncover, a Kenyan skincare startup, has made waves in the beauty industry with its mission to prioritize women of color and provide tailored solutions for melanin-rich skin. Founded three years ago, the brand has quickly established itself as a leading player in the African beauty market, closing a $1.4 million Seed II funding round to fuel its ambitious growth plans.
The Uncovered Difference
At the heart of Uncover’s success is its unwavering commitment to addressing the unique needs of women with diverse skin tones. The brand’s co-founders, Sneha Mehta, Jade Oyateru, and Catherine Lee, recognized the glaring gap in the industry’s representation and formulation of products for melanin-rich skin.
“Uncover is much more than a skincare brand. We are a movement to prioritize women of color who have been sidelined by the beauty industry for generations,” says Sneha Mehta, Uncover’s Co-Founder and CEO.
To bridge this gap, Uncover has leveraged cutting-edge K-Beauty technology and the healing powers of African botanicals to create a range of nourishing, data-driven products. The brand’s formulations are meticulously crafted to address the unique concerns of women with melanin-rich skin, such as hyperpigmentation, acne, and uneven skin tone.
Harnessing the Power of African Botanicals
Uncover’s product lineup showcases the brand’s deep understanding of the needs of its target market. The Baobab Glow-C Serum, for instance, is a standout product that combines the brightening and antioxidant properties of 8% Vitamin C with the anti-inflammatory benefits of African baobab extract.
“We have been carefully crafting this Vitamin C Serum for 2 years, working with our team of expert formulation scientists in some of Korea’s most cutting-edge labs,” explains Jade Oyateru, Uncover’s Co-Founder and COO. “In our mission to create skincare where women of color are a priority and not an afterthought, we worked closely with women across Kenya to co-create this product, from receiving valuable packaging feedback to testing the Baobab Glow-C Serum formula and adapting it accordingly.”
In addition to the Baobab Glow-C Serum, Uncover’s product lineup includes the popular Uncover Sheet Masks, which harness the power of ingredients like niacinamide, green tea, and aloe vera to address a range of skin concerns. The brand’s I Am Spotless Pimple Patch, infused with salicylic acid, is another innovative solution that helps to heal blemishes and reduce scarring.
Expanding Across Africa and Beyond
Uncover’s success in Kenya has paved the way for its expansion across Africa. The brand has already established a presence in Nigeria, Uganda, and Ghana and has plans to set up operations in the Democratic Republic of Congo (DRC).
“Uncover has operations in Kenya and has expanded to Nigeria, Uganda, and recently Ghana, with plans to set up shop in the Democratic Republic of Congo (DRC),” the article states.
This strategic expansion aligns with Uncover’s mission to become the leading skincare brand for women of color, not only in Africa but also globally. The brand has seen strong demand from diaspora populations around the world and is actively working on partnerships in key markets like North America.
Leveraging Data and Technology
Uncover’s success is not only driven by its innovative product formulations but also by its data-driven approach and investment in technology. The brand has built a digital community of over 200,000 women across Kenya, Nigeria, and the diaspora, using this valuable data to inform product development and personalization.
“Our data-driven products combined with a tech platform-focused personalization have fueled the company’s growth,” says Sneha Mehta. “What’s exciting is that we are starting in Africa but seeing global demand and opportunity for our solution.”
Uncover’s omnichannel strategy, which combines a strong online presence with strategic offline partnerships, has also been crucial to its growth. The brand leverages its digital platform to drive product discovery, customer education, and personalized offerings, while also building partnerships with top retailers to increase visibility, trust, and availability.
Securing Funding for Continued Growth
Uncover’s recent $1.4 million Seed II funding round, led by EQ2 Ventures and IgniteXL Ventures, with participation from Chui Ventures, Samata Capital, and Altree Capital, is a testament to the brand’s impressive growth and potential.
“This funding will empower us to unlock our next stage of growth, expand our product portfolio, enhance our technology, and reach even more consumers seeking personalized skincare solutions,” says Jade Oyateru.
The influx of capital will enable Uncover to further strengthen its technology platform, launch new products, and expand into new markets, solidifying its position as a leading player in the African beauty landscape and beyond.
Uncover’s success story is a testament to the power of innovation, data-driven decision-making, and a deep understanding of the unique needs of women with melanin-rich skin. By harnessing the healing properties of African botanicals and leveraging cutting-edge K-Beauty technology, the brand has carved out a unique niche in the crowded skincare market.
As Uncover continues to grow and expand, its impact on the African beauty industry and the lives of women of color cannot be overstated. The brand’s commitment to empowering and uplifting its target audience, combined with its data-driven approach and technological prowess, positions Uncover as a true game-changer in the world of skincare.
