The coronavirus pandemic accelerated digitalisation in the beauty and personal care market in many Sub-Saharan African countries. In South Africa in particular, many premium beauty brands created platforms for virtual assistants to guide consumers on their shopping journey. On some websites, consumers are able to try products out by uploading a picture and applying beauty products to it. Across all African countries, consumers are spending more on hygiene products, but there is also a growing interest in improving the natural texture of the skin. Women are cutting down on colour cosmetics and looking at specific products that suit their skin requirements.

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