Over the past few months, conversations on TikTok and Instagram have taken an interesting turn. Some Nigerian users are questioning certain imported skincare products, especially trendy Korean and “foreign” brands, asking questions about authenticity, ingredients, and whether the formulas truly suit melanin-rich skin. Meanwhile, Nigerian-made skincare brands are gaining renewed attention.

But is this just social media noise? Or is there real movement behind it?

A market that is growing and shifting

Nigeria’s skincare market is expanding rapidly, driven by a young, digitally connected population. While imported products still occupy a significant portion of shelf space, local brands are carving out a stronger presence, not just in informal markets, but also in pharmacies, beauty stores, and online platforms.

According to a report at Businessday, Nigeria’s skincare and beauty market is large, valued at about ₦14 trillion, and while imports still lead, local brands are gaining ground across skincare, fragrances, makeup and oils as consumers look for products that fit local skin needs and price points

Brands like R&R Skincare, Arami Essentials, and Narganics have built loyal followings by focusing on shea butter and black soap formulations, products tailored to hyperpigmentation and acne common in tropical climates, transparent ingredient lists, strong Instagram and influencer marketing
Consumers are increasingly prioritising products formulated specifically for African skin rather than global “one-size-fits-all” formulas.

The trust factor

Part of the shift is psychological. Nigerian consumers have become more ingredient-conscious. Conversations now centre on niacinamide percentages, steroid-laced creams, and unregulated imports.

When viral call-outs question whether some imported brands are authentic or properly regulated, it creates room for local alternatives to step forward.

Home-grown brands often emphasise: NAFDAC registration, locally sourced ingredients, direct communication with founders, and visible customer testimonials. All these emphases build trust.

Price and accessibility matter

Imported skincare has become more expensive due to exchange rates and import costs. A product that once felt affordable can quickly move into luxury territory.

Local brands, priced in naira and manufactured locally, are often more accessible. For students, young professionals, and first-time skincare users, affordability plays a decisive role.

Also Read: These skincare ingredients are quietly damaging your skin

This does not mean Nigerians are abandoning Korean or Western skincare entirely. K-beauty remains influential. However, the gap between imported prestige and local credibility is narrowing.

Social media is accelerating the shift

Platforms like TikTok and Instagram have democratised visibility. A small Lagos-based skincare founder can trend overnight if reviews are strong. Community now drives discovery.

So, are Nigerians really switching?

There is movement. You can see it in the way Nigerian brands are selling out faster and commanding real loyalty online. You can hear it in the way people now ask, “Is it NAFDAC approved?” or “What percentage of niacinamide is in this?” before they click “Add to cart.”

Consumers are paying attention in a way they did not five years ago.

But this is not a dramatic overnight rebellion against imported skincare. No sweeping national data shows that Nigerians have abandoned Korean serums or Western dermatology brands. Those products are still everywhere. They still sell. They still influence routines.

What is changing is more subtle and maybe more powerful. The Local brands are no longer a backup option. They are no longer the “budget alternative.” They are becoming the first choice for many buyers who want products formulated for humid weather, stubborn hyperpigmentation, and melanin-rich skin.

That shift is cultural as much as it is commercial.

There is more confidence now. Consumers trust that a Nigerian founder can understand Nigerian skin. Founders are investing in better packaging, stronger branding, and science-backed formulations.

And if that balance continues to tilt, even gradually, Nigeria’s beauty industry could move from being heavily import-dependent to becoming something far more ambitious. The Nigerian skincare brand might become a market that does not just consume global beauty trends, but exports its own.

Anita Chinedu