A bathroom shelf in the UK often holds items with deep personal meaning: a body lotion recommended by family in Lagos, a hair product tied to childhood memories in London, or a serum discovered through online research. These choices form part of a daily ritual, yet locating and purchasing them can be unreliable. That inconsistency created the opportunity for Melas Beauty, a UK retailer founded by Ola Adeloye, which specializes in serving the African and Caribbean diaspora.
The brand name—Melas, short for Made for Every Look And Shade—embodies its purpose. Adeloye’s own difficulties in finding suitable products inspired the business. While skincare, haircare, and body care are grouped together, the emphasis lies in meeting the distinct needs of Black consumers while remaining open to a broader audience. The difficulty extends beyond carrying familiar brands; it involves helping customers make informed decisions when even well-known products may not align with their routines.
Market projections highlight the potential. Europe’s beauty market as a whole will expand from $146.93 billion in 2026 to $180.32 billion by 2031. For Melas, the priority is not just capturing market share but supporting repeat purchases, a customer who finds a trusted lotion may later return for sunscreen, skincare, or household essentials, building lasting loyalty.
A Growing Market with Unmet Needs
Demographic data reinforces the opportunity. The 2021 Census for England and Wales recorded 2.4 million people identifying within Black ethnic groups, including 1.49 million Black Africans and 623,000 Black Caribbeans. The Black African population alone increased from 990,000 in 2011 to 1.5 million in 2021, driven by migration, births, and evolving self-identification. Across Europe, estimates place the diaspora population at 15 million, though definitions vary. While population figures do not guarantee sales, research shows nearly four in ten Black female shoppers struggle to find suitable cosmetics and skincare, per the Black Pound Report 2022. Annual spending by multi-ethnic consumers in the UK totals £2.7 billion, demonstrating the commercial value of filling these gaps.
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Melas addresses these challenges through its product selection. The retailer carries African brands like Skin by Zaron and Dudu Osun alongside popular Korean options such as Beauty of Joseon, COSRX, and CeraVe. Haircare offerings include African Pride, Aunt Jackie’s, and Mielle. The assortment acknowledges that heritage is not the sole consideration, customers may prioritize ingredients, affordability, or generational preferences. A store catering to the diaspora must strike a balance between familiarity and adaptability.
Where competitors often fail, Melas provides targeted guidance. Product descriptions and placement address specific concerns, such as hyperpigmentation, the white cast in sunscreens, textured hair needs, and body dark marks. The strategy goes beyond stocking the right items; it simplifies decision-making by explaining why certain products matter. For African brands entering the UK market, this clarity, through detailed descriptions, reliable availability, and strategic placement, can convert interest into sales.
Expanding Reach Through Smart Strategies
Future plans include expanding the product range, strengthening supplier relationships, and deepening customer insights. Feedback from surveys, reviews, and direct conversations will shape future selections, ensuring the store evolves with its audience. Currently, the focus remains on the UK, where shoppers can discover both familiar and unfamiliar products while establishing clearer routines.
Partnerships with influencers and beauty creators further bridge knowledge gaps. Many in the African and Caribbean diaspora rely on social media for advice on products tailored to their needs, but Melas aims to translate that trust into in-store credibility. By collaborating with creators who understand the challenges of finding suitable beauty products, the retailer offers authentic endorsements. For instance, a creator might show how a lightweight moisturizer from an African brand works alongside a Korean sunscreen, illustrating effective layering techniques.