Nigerian-founded London luxury skincare by Oxford MBA Ozohu Adoh — the first premium brand formulated specifically for women of colour using African botanicals.
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See all ads on AdLibrary →Founded in 2017 by Nigerian entrepreneur Ozohu Adoh (Oxford MBA), Epara ('to cocoon oneself' in Ebira) is a London-based luxury skincare brand handcrafted specifically for women of colour. Using precious African botanicals — moringa oil, marula oil, neroli and mango butter — combined with advanced UK lab science, Epara addresses chronic under-service of melanin-rich skin in luxury beauty. Also searched as Epara.
Epara's advertising centres on its category-defining proposition — luxury skincare built for melanin-rich skin, not adapted for it. The founder story (Oxford MBA, personal skin journey) is a powerful conversion anchor. See their active creatives at AdLibrary.
Instagram is the primary channel, targeting educated affluent women of colour in the UK, US and Nigeria. High-production content showcasing African botanical sourcing and skin transformation results drives both awareness and DTC conversion. PR-earned media from Fashionista and Vogue features is amplified through paid promotion.
Representation ('made for you, not adapted for you'), ingredient provenance ('precious African botanicals'), founder authenticity ('Ozohu's personal skin journey'), luxury ritual ('cocoon your skin'), and melanin-specific efficacy claims are the five core copy pillars.
Epara succeeded by treating an underserved consumer segment as the primary audience rather than an afterthought. For beauty brands, formulating for and marketing to melanin-rich skin as the default — rather than as an extension of a Eurocentric line — is both the ethical and commercially superior positioning in a growing global market.
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