EPARA is the first luxury skincare brand aimed at women of colour

With the increasing numbers of black and Asian models are being included in beauty campaigns and magazine editorials, non-white beauty still plays second fiddle to the range of beige on offer at every cosmetics counter.

And with this new skincare brand being launched which promises to change all that.

Behold EPARA, which means ‘to cocoon’ in the Nigerian dialect of Ebira, is the first luxury range aimed at women of colour (WOC).

Ozohu Adoh, the founder says that the company was developed out of her own struggle to find high-end beauty products for her skin colour.

And for a long time, she says that she ‘suffered from a dry, uneven skin condition’ which no treatments or cosmetics would cure or cover.

With that Ozohu headed back to Nigeria where she spent her time working with local organic ingredients to come up with a formula – and she soon found that her skin had calmed down.

No her line addresses all kinds of skincare issues faced by WOC, including dryness and discolouration caused by the sun, free radicals and air pollution.

‘Before clothes, jewellery, shoes or make-up, it’s your skin that must first be elegant,’ says Ozohu When women of colour use Epara, I want them to look and feel amazing because they know they’ve chosen a brand that is best suited for women of colour. They can go out into the world each day exuding confidence.’

The bespoke skincare range includes face creams, night balms, hydrating masks, serums, cleansing oils and hydrating mists.

A large part of EPARA is also a sustainable brand which works to support local industries, co-ops and farmers.

‘We believe that ingredients Mother Nature has provided within the African continent is best suited for skin concerns of women of colour,’ they say on their website.

All the products are chosen for their healing, antioxidising and nurturing properties – including Moringa from Kenya, Marula from South Africa, Argan from Morocco and Shea from Ghana.

You can get your hands on the collection online or at Harrods.