HerbMetics scales cosmetics brands into African markets as demand for natural beauty products grows

By Adetutu Audu

HERBMETICS, the manufacturing and market-execution arm of the Elsooltaan Group, has revealed results from its work scaling international cosmetics and supplement brands into African markets, reporting that it has taken multiple brands from pilot production to sustained operations — often without the brand owners needing a physical presence in-market.

According to the company, HerbMetics solves a specific problem for cosmetics and supplement brands: getting a formulated product into African markets usually means managing manufacturing, compliance, branding, and distribution as four separate, disconnected problems. HerbMetics runs them as one system through two divisions — Industrial Production (covering R&D, custom formulation, ingredient sourcing, manufacturing, packaging, and regulatory compliance) and Market Execution & Brand Management (covering market entry strategy, sales team recruitment, tele-sales infrastructure, distribution networks, and revenue optimisation).

“We expanded Noralis, an Algerian beauty brand, cross-border into West Africa under full HerbMetics execution, and we introduced Vaskurel to the market with structured distribution built from the ground up,” the company stated.

HerbMetics noted that clients can engage on a per-service basis or as a strategic partner, where HerbMetics contributes infrastructure and execution in exchange for a profit share alongside the brand's capital or market leverage.

The company serves international cosmetic brands entering Africa, supplement companies seeking local production, entrepreneurs and influencers launching their own product lines, and investors backing structured product ventures. HerbMetics operates from a primary base in Kano, Nigeria, with active operations in Ghana, Cameroon, Egypt, Algeria, and Libya.

HerbMetics is the manufacturing and market-execution arm of Elsooltaan Group, with a primary base in Kano, Nigeria, and operations in Ghana, Cameroon, Egypt, Algeria, and Libya.