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The Nigerian beauty industry is experiencing a boom like no other, and I am so glad to witness it. According to a news report by Nairametrics, the African Beauty and Personal Care market generated an impressive $57.12 billion in revenue as of August 2023, with Nigeria leading the way with a commanding share of $7.8 billion.
The Nigerian market is expected to take the lead with an annual increase of 14.43% over the next five years. And while we’re seeing more local brands making their way into the mainstream, there are still some absolute gems that remain underrated.
As a beauty writer who’s constantly testing products (yes, my bathroom shelf is one bottle away from collapsing), I feel it’s my civic duty to shine a spotlight on the homegrown Nigerian beauty products that deserve way more hype in 2025.
Here are the hidden and not-so-hidden gems in the Nigerian beauty market that could be yours too.
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1. Hair Wonder Rich Daily Moisturiser & Repair
Honestly, this product is the star of the show. I first picked it up on a casual supermarket run after scanning the ingredients list and being pleasantly surprised because it read like a botanical garden. Once I got home, I started using it daily on my edges, which were in desperate need of relief after years of tight braids, and I actually saw noticeable results. Even my hairstylist noticed.
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Now, as someone with a sensitive scalp that doesn't tolerate heavy oils, I found that applying it all over my scalp caused me to itch. But when used strategically, especially on the hairline, it did exactly what it said it would do. Fast forward to today, as I’ve transitioned into relaxed hair, I returned to my trusty Hair Wonder to nurse it back. It’s been magic for moisture, fullness, and growth. The best part is that it costs less than ₦2,000 in stores and just ₦1,000 on the brand’s website.
Key ingredients: Biotin, rosemary, peppermint, castor oil, aloe, shea butter, moringa, centella asiatica, lavender, lemon grass, olive oil, garlic, neem, curry leaf powder, and the list goes on and on.
Price: ₦1,050. Where To Buy: Shop El Hazy Glittas.
2. Arami Essentials Lumi Oil
Arami Essentials has been holding down the skincare forte for a while, but everyone seems obsessed with their Glow Oil (rightfully so). That said, the Lumi Oil also deserves its flowers. It’s a stunning shea-based body oil laced with fine gold shimmer that makes your skin look ethereal and sun-kissed. It comes in two variants:
Unscented: for the fragrance-free girlies.
Sweet Oud: for those who love a soft, warm scent that lingers all day.
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And honestly, why did we as a society stop obsessing over body shimmers? The glow this gives, especially on your shoulders, collarbones, and legs, is insane. Trust that every time you wear it out, you’ll keep getting “What are you wearing?” compliments. You can consider this your secret weapon for brunches, weddings, and any occasion that involves sunshine or flash photography.
Price: ₦5,800 - ₦8,400. Where To Buy: Shop Arami Essentials.
RELATED: Smell Like An Arabian Prince With These 7 Best Oud Perfumes
3. Arami Essentials Eden’s Elixir Forever
Another Arami star product that doesn’t get enough love is Eden’s Elixir Forever. It’s a multi-tasking face mist and toner that hydrates, calms and brightens in one go. You can use it immediately after cleansing, either by spritzing it directly on your skin or applying it to a cotton pad to gently wipe away dirt. It’ll also come in handy in moments when your skin is throwing a fit, be it dryness, dullness, or breakouts.
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The ingredient list includes rose water, aloe, witch hazel, cranberry extract, willow bark, and lemon oil. It’s essentially a blend of soothing ingredients that actually feels therapeutic for your face. Keep in mind that it comes in a glass bottle, which is a more sustainable option than plastic. But you have to be extremely careful when handling it.
Price: ₦13,200. Where To Buy: Shop Arami Essentials.
4. Beauty by AD Luxe Skin Foundation
Let’s talk about this national treasure of a foundation. Everyone is hyping Fenty, NARS, Charlotte Tilbury, and Nigeria really said, “We can do it too!” and brought forth the Luxe Skin Foundation by Beauty by AD. Created by Nigerian beauty mogul Adeola Diadem, this foundation doesn’t act as a layer of paint on your skin. Instead, it enhances your skin's complexion with a colour-correcting benefit.
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It comes in 15 rich, brown-skin-friendly shades with a soft matte finish that blurs skin imperfections without ever looking heavy. It’s breathable, buildable, lasts up to 16 hours, and somehow still lets your skin feel like skin. You can wear this through Lagos humidity and long weddings, and it won’t budge or get cakey. Honestly, it’s criminal how underrated it is.
Price: ₦25,000. Where To Buy: Shop Beauty By Ad.
5. Zaron Vitamin C Body Lotion
Vitamin C in body care? Yes, please. Zaron’s Vitamin C Body Lotion is exactly what you need if you’re battling dullness, dark spots, or post-sun pigmentation. It’s not some whitening gimmick because it actually brightens and evens your skin tone in the most natural-looking way.
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If you’re skeptical, start with the travel-sized bottle (under ₦5,000) and be prepared to be pleasantly surprised. It’s formulated with all the skincare essentials, including shea butter, niacinamide, kojic acid, and alpha arbutin—ingredients that work gently yet effectively over time. Over time, your skin will look healthier, and those annoying back-of-arm spots will finally fade.
Price: ₦4,820 - ₦16,780. Where To Buy: Shop The Aphro Beauty.
READ ALSO: The Truth About Vitamin C and Glutathione Drips, According to an Esthetician
6. Omaricode Beauty Cheek and Lip Cream Stick
Omaricode Beauty’s cream blush sticks are the underrated queens of multifunctional makeup. Their texture melts into the skin, blending effortlessly and leaving a natural, dewy finish that mimics a genuine flush.
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Shades like Rum Plum and Haze Coral are chef’s kisses on deeper complexions, and you can dab them on your lips, too, for a monochromatic look that’s very 2025 soft-glam.
Price: ₦6,950. Where To Buy: Shop Omaricode.
7. Zikel Golibe Cream Concealer & Blush Palette
The way this palette is constantly sold out says it all. Zikel’s Golibe Palette is every Nigerian makeup artist’s secret weapon. It has 16 creamy concealer shades (ranging from highlight to contour) plus beautiful cream blushes that work on a variety of skin tones.
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The formula is velvety smooth, blends well, and is versatile enough for every step of your base routine. If you want to carry fewer products but do more with them, this multitasker needs a permanent spot in your makeup kit.
Price: ₦6,500. Where To Buy: Shop Faces And Skin.
While international brands are great, we mustn’t sleep on our own. The Nigerian beauty industry is thriving because of innovative, affordable, and effective products like these. They’re crafted with our unique skin and hair needs in mind, and they all come from passionate founders who get it.
So next time you’re restocking your stash, look inward because these Nigerian beauty brands shouldn’t be seen as second options or alternatives. They’re leaders in their own right. Give them the hype they deserve.