I was recently introduced to The Natural Africa, a locally produced skincare routine packed with powerful African botanicals. Let me say upfront, I’m really impressed with this range. These are the reasons I love it:
- It’s high performance, scientifically backed, and formulated by a team of pharmaceutical and dermatological specialists.
- It’s natural, organic, vegan, free from unnecessary fillers, and made from sustainably sourced medicinal plants.
- It is presented in beautiful colour-coded recyclable glass packaging.
- It’s a luxurious but simple four-step routine: Rooibos Cleansing Cream, Cape Aloe Serum, Resurrection Moisturiser and two nourishing oil options – Rosehip Oil and Kalahari Melon Seed Oil.
- All the plants have their story: the rosehip is from the Maluti Mountains in Lesotho, melon seed oil from the Kalahari; the Resurrection Plant (a shrub famous for its ability to survive dry periods and fully revive within hours of rainfall) from the Namib Desert; aloe ferox (which is far more effective than aloe vera) and rooibos from the Western Cape.
The story behind the brand
Founder Catarina de Avillez and Co-Founder Andrew Franks are both passionate about sharing the nourishing wisdom of African botanicals with the world. “I grew up visiting the Cape, where I was surrounded by the wisdom of indigenous plants and traditional remedies and have a profound respect for nature and its restorative potential,” explains Catarina, who has worked across several global beauty brands for over 15 years. “I was inspired to create a brand that celebrates the raw, rich essence of Africa while offering high-performance skincare rooted in integrity, tradition and modern science.”
“We want the world to see Africa not as a trend, but as a source. A continent of innovation, creativity and leadership. Through our brand, we’re telling a new story – one that’s modern, elevated, and deeply rooted in African excellence.”
Andrew Franks
Andrew, an entrepreneur and marketer, discovered the power of African medicinal plants on his travels, which led to the launch of Feel Better Naturally, a health and wellness company focused on the development, distribution, and marketing of natural products from Africa. When Catarina met Andrew at the beginning of 2020, it was serendipitous. Both had a similar vision. Six months later, the idea started to take shape, and in March 2021, the brand was formalised, and research and development started. Although the soft launch was actually in the UK (where Catarina is based) in March 2023, and soon after in SA, the brand is African through and through.
“We’re not just a brand that uses African ingredients – we’re built from Africa. Our work is guided by real cultural knowledge, ethical sourcing and a commitment to supporting local communities,” says Catarina. “The name, The Natural Africa, is about staying true to where we come from and reminds us to work with intention, support the communities we partner with and be transparent in everything we do.”
While the products are inspired by nature, they are led by science, says Andrew. They are compliant with stringent cosmetic regulations, evaluated and tested for stability, safety and suitability to be sold in the UK and Europe. “We also have the highest concentration of active botanicals in our products. Our strategy is the best concentration for maximum efficacy.”
A local, natural luxury range that does what it says. It’s a brand that’s honest, simple and rooted in respect for the continent. Now that’s real beauty.
