House of Tara cosmetics spreading out in Africa as region records strong growth

By Lucy Whitehouse

- Last updated on GMT

House of Tara cosmetics spreading out in Africa as region records strong growth

Related tags North africa Middle east

Nigerian beauty brand House of Tara (HOT), which is set to launch 20 new studios nationwide in the near future, has announced it is now also gearing up to establish 100 new stores across sub-Saharan Africa.

The move suggests the beauty industry is mobilising itself in the wider African region, and comes hot on the heels both of South Africa’s increasing regulation, and the region’s recent growth.

Africa in focus

Research firm Euromonitor recently pinpointed the Middle East and Africa as one region which has not let up with growth.

Beauty in the region is “relatively a smaller market in comparison to some of the other regional markets, but it’s been recording strong growth and it has not slowed down​,” Oru Mohiuddin, senior beauty and personal care market analyst, recently told

South Africa’s Department of Health recently announced its plan to enforce cosmetics regulation in light of the increasing dominance of beauty products.

"The Bill is now in Parliament, as soon as it is passed this industry will be regulated," ​ Sinah Mosehla, Director of Cosmetics, Department of Trade & Industry (DTI), recently stated of the current situation.

Colour cosmetics is one of the top three segments in the region, following fragrance and hair care.

HOT's expansion will participate in the further growth of this sector, following in the footsteps of MAC Cosmetics and Clinique, which are also set to expand in the region in the year ahead in a bid to cater to the strong demand for luxury cosmetics amongst the region's middle class, after being “inundated”​ with requests.  

"The potential of Africa, we believe, is extremely positive, and we wouldn't be entering unless we believe that there was long term sustainable growth," ​the brand's regional managing director, Sue Fox, has said.

House of Tara

HOT now runs 15 stores with over 4,000 independent sales reps in Nigeria, and its planned expansion will make the most of the rising potential for beauty growth across the wider region.

The company describes itself as keen to open up the space for its own sales growth, but also for the industry more generally as part of a longer term strategy.

House of Tara is not just a business focused on its customers, it is also an industry enabler,​” said Tara Fela-Durotoye, CEO of House of Tara. “We are focused on opening up the space for expansion and for growth, and are also passionate about connecting entrepreneurs with opportunities.​”

The brand’s intention to host the first ‘Makeup in Nigeria’ trade conference at the end of next month participates in this strategy of strengthening the presence of the cosmetics industry in the region.

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