A beauty enthusiast and haircare industry expert, Okewa Owoeye, has shared innovative strategies for integrating sustainability in product development in Africa.
She made this assertion in a recent media statement, stating that integrating sustainability into product development is no longer a competitive advantage, but a necessity, especially in Africa.
According to Owoeye, who is also the founder of ÒKÉWÀ, she opined that for Africa, a continent rich in natural resources yet facing unique environmental challenges, adopting sustainable practices is both a responsibility and an opportunity.
Owoeye emphasized that the beauty and personal care industry has a unique opportunity to lead this shift. She notes: “As a sustainability advocate and entrepreneur in Africa, I’ve seen how innovative approaches can transform not only a product but also a brand’s entire value proposition.”
To achieve this, Owoeye outlined five key strategies for embedding sustainability into product development in Africa.
These include sourcing sustainable ingredients from local communities, adopting circular design principles for packaging, minimizing production waste through localized manufacturing, educating consumers on sustainability in an African context, and collaborating for innovation across the continent.
Sourcing sustainable ingredients from local communities ensures fair trade practices and reduces environmental impact. Africa’s biodiversity offers an abundance of raw materials such as shea butter, baobab oil, and marula oil.
She added that adopting circular design principles for packaging reduces waste and creates new business opportunities.
“Minimizing production waste through localized manufacturing reduces the carbon footprint associated with transportation. Implementing renewable energy solutions, such as solar-powered facilities, aligns with Africa’s growing renewable energy agenda.
Educating consumers on sustainability in an African context drives the adoption of sustainable products. Collaborating for innovation across the continent overcomes infrastructure challenges and drives sustainable innovation.”
Owoeye further opines that integrating sustainability is not just an ethical choice; it’s a smart business decision, particularly in Africa.
She said, “Studies consistently show that consumers, especially urban millennials, are willing to pay a premium for sustainable products, although the gap is low compared to developed countries like the United States.”
“Moreover, sustainable practices can lead to cost savings through resource efficiency and waste reduction. Additionally, they open doors to export markets where sustainability standards are mandatory.” She noted.
The expert stressed, that, by sourcing responsibly, designing for circularity, minimizing waste, educating consumers, and fostering collaboration, African brands can pave the way for a more sustainable future that celebrates the continent’s unique strengths and addresses its challenges.
Owoeye is a renowned beauty enthusiast and expert in the haircare industry, with a passion for promoting sustainability in Africa.
As the CEO of ÒKÉWÀ, a bespoke haircare beauty brand, she has been at the forefront of innovation in the beauty industry, driving conversations around sustainability, inclusivity, and diversity.