Ezreen Benissan

London

Covering the business of fashion and beauty in Africa✍🏾 Words: BoF, Vogue Runway, Vogue Business, ELLE UK and more

Articles

Why Hair Tools Still Haven’t Won Over Textured Hair Consumers

3 weeks ago | businessoffashion.com | Ezreen Benissan

Black women spend more on their hair than any other demographic. Yet the makers of hair tools, a popular and lucrative category, are failing to appeal to them. In 2024, a campaign from premium brand Dyson saw a swift backlash. The now-deleted video showed a Black woman with Afro hair using the Dyson Airstrait, its then-newly launched styling tool, to straighten her hair. However, there was no notable difference after one pass with the styling tool.
How to Get Beauty PR Right in Africa

2 months ago | businessoffashion.com | Ezreen Benissan

In 2013, the remit clients gave to Bola Balogun, the founder of Nigeria-based PR agency Glam Brand Networks, was usually small. “[Brands] were just doing adverts at the mall or inside of Essenza [a beauty retailer in Nigeria],” recalled Balogun. “Nobody was connecting to the audience on an international level.” Now, that’s all changing.
Africa Reimagined

Mar 7, 2025 | africareimagined.substack.com | Ezreen Benissan

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The Retailers Unlocking Africa’s Luxury Market

Feb 25, 2025 | businessoffashion.com | Ezreen Benissan

Over the past decade, a handful of African multi-brand stores have cemented their position as go-to destinations for luxury. From Alara and Temple Muse in Lagos, to Apsley and Merchants On Long in Cape Town, well-known stores have become key brand partners on the continent. But beyond the swish boutiques of Nigeria and South Africa — sub-Saharan Africa’s two largest economies — a new wave of retailers is taking advantage of luxury’s limited footprint.
Fenty Beauty’s African Dream: Did It Live Up to the Hype?

Jan 29, 2025 | africareimagined.substack.com | Ezreen Benissan

Welcome back to Africa Reimagined! Since I embarked on this journey to better understand African consumers, I’ve thought long and hard about those international brands that expanded their retail footprint into Africa. For many, the expansion is short-lived, while others struggle to build momentum in the market. A common theme among these brands is that their strategies often fail to ignite consumers, with businesses less willing to take risks.
Lagos Space Programme Signals A New Chapter In FW25 Collection - Essence

Jan 27, 2025 | essence.com | Ezreen Benissan

Lagos Space Programme Music has always played a vital role in Adeju Thompson’s life, and this collection is an ode to just that. Titled “Rock n Roll,” this collection not only celebrates music but also pays tribute to punk-rock fans across the African continent, particularly in Nigeria, where the genre has seen a resurgence over the past few years.
I Can’t Stop Thinking About Mark Zuckerberg’s $900,000 Watch

Jan 12, 2025 | marketappointment.substack.com | Shelcy Joseph |Ezreen Benissan

My heart is heavy from news of the fires in LA, a city that has charmed me with its inviting climate, rich history, diversity of cuisines, and most importantly, melting pot energy. LA is also home to my favorite bookstore, Reparations Club, which is currently raising mutual aid funds to support families impacted by the fires. If you are able, please get in touch or consider donating to this GoFundMe directory.
The Indie Beauty Brands Transforming Africa’s Hair Care Market

Dec 11, 2024 | businessoffashion.com | Ezreen Benissan

Indie hair care brands have their sights set on Africa’s beauty market. A wave of brands, including those founded by hair stylists Sam McKnight and Charlotte Mensah, as well as buzzy labels Adwoa Beauty and The Steam Bar are looking to kickstart the premium hair care category by launching their brands across the continent, starting with South Africa.
Puma’s Big Bet On AFCON

Nov 21, 2024 | africareimagined.substack.com | Ezreen Benissan

The convergence between sports and fashion has become a hot topic. Both emerging and established brands are eager to tap into this shift and cash-in on consumer’s growing appetite for sports. Whether you’re speaking to die-hard football fans or the tennis and brunch crowd, there’s unlimited opportunity for brands to find success in the world of sports. But what does that look like in Africa?
How Did Boohoo Man End Up In Nigeria?

Nov 13, 2024 | africareimagined.substack.com | Ezreen Benissan

If you’re an international brand looking to break into the African market, South Africa has traditionally been the go-to destination. Its robust retail landscape coupled with its youthful population makes it an attractive market for global brands looking to engage with consumers on the continent. That strategy is slowly changing as brands look to other fashion hotspots on the continent.