“The global cosmetics market is currently valued at over USD 350-400 billion and is projected to surge to USD 600-800 billion by the early 2030s, fuelled by rising skincare demand and the influence of social media”
Luxury skincare brand Innovare, founded by award-winning aesthetician Hana Nur, is making a strategic move into the burgeoning West African market, with Nigeria identified as its primary entry point.
The company, which blends advanced skincare science with cultural heritage, aims to establish a flagship presence in Nigeria within the next one to two years, signalling a broader ambition to become a household name across the continent.
The global cosmetics market is currently valued at over USD 350-400 billion and is projected to surge to USD 600-800 billion by the early 2030s, fuelled by rising skincare demand and the influence of social media.
Her professional foundation extends far beyond traditional cosmetology. Over the course of her career, she has undertaken extensive formal training across advanced beauty therapy, Chinese medicine, herbal medicine, allergy testing, product formulation science, anatomy and holistic health disciplines. Her education spans both Eastern and Western therapeutic frameworks, providing her with a comprehensive understanding of human physiology, skin biology and systemic health.
Hana Nur
Before launching the brand, Hana Nur built a client database exceeding 60,000 individuals across the United Kingdom and Europe through her sister company, White Innovation. Every treatment protocol delivered within that practice was personally designed, developed and refined by her.
While Asia-Pacific currently dominates growth, Innovare sees significant untapped potential in West Africa, particularly amongst consumers seeking scientifically-backed, inclusive beauty solutions.
Innovare’s founder, Hana Nur, boasts over 23 years’ experience in the beauty industry, building a loyal client base of over 60,000 through her sister company, White Innovation.
Unlike many brands driven by marketing hype, Nur’s approach is rooted in rigorous clinical training – encompassing advanced beauty therapy, Chinese and herbal medicine, and product formulation science – and demonstrable results.
This expertise has garnered her five British Hair and Beauty Awards, including ‘Best Entrepreneur in London’.
“Luxury must be supported by performance,” explains Nur. “Every Innovare product is rooted in the same principles that built my clinical practice – safety, efficacy and transformation.”
A key differentiator for Innovare is its focus on formulating products specifically for melanin-rich and diverse skin tones. Having observed recurring concerns like hyperpigmentation and barrier compromise during her extensive clinical practice, the brand prioritises restoring skin integrity and enhancing natural radiance without altering natural complexion. “Our objective is restoration, not modification,” Nur emphasises.
Innovare’s expansion strategy includes securing scalable manufacturing partnerships and developing long-term intellectual property protection for its formulations and proprietary beauty devices.
The company also envisions establishing “Innovare Ritual Spas” – immersive environments combining advanced technology with heritage-inspired treatments – in key global markets.
Analysts suggest Innovare’s emphasis on clinical validation and inclusivity positions it well for success in the West African market, where consumers are increasingly discerning and demand products tailored to their specific needs. Hana Nur is working closely with His Excellency Hon. Ebube George Ebisike – SOAD Minister Of Trade (Director, Heureka Entertainment Limited) in the role of consultant to the Innovare Cosmetics brand especially as the brand seeks to achieve unique visibility and down the line substantial marketshare in the competitive global market. There are plans to open shop in Lagos, Abuja, Owerri and/or Umuahia.
The company’s commitment to building a long-term, sustainable presence, rather than simply exporting products, is also likely to resonate with local consumers.
