How Jade Oyateru Is Redefining Beauty and Brand Purpose for African Women”

GTCO Fashion Weekend:“How Jade Oyateru Is Redefining Beauty and Brand Purpose for African Women”

The 2025 GTCO Fashion Weekend, which kicked off on Saturday, November 8, featured inspiring sessions from leading entrepreneurs and innovators shaping Africa’s fashion and beauty industries. One of the most insightful conversations came from Jade Oyateru, co-founder of the skincare brand Uncover, who spoke on the theme “Telling Your Own Story and Building Your Brand.”

Speaking passionately about Uncover’s mission, Oyateru shared the strategic framework that defines her brand’s clarity and authenticity. According to her, every successful brand must answer four fundamental questions:

“What are you fighting? What are you solving? What will you change? And what will change because of you?”

She explained that these questions help a brand identify its truth, enemy, promise, and proof—the core pillars that shape direction and build trust.

> “At Uncover, what we believe is that elevated skin for women should be a priority, not an afterthought,” Oyateru said. “The enemy we are fighting is a beauty industry that has ignored women of colour, particularly in Africa, for far too long. We are not in the conversations, and no one was making skincare products for us.”

She revealed that Uncover blends Korean skincare technology with African botanicals to create products specifically designed for women of colour.

> “That is our promise,” she explained. “And the proof is in the results—testimonials from women who have used our products, the recognitions we’ve received, and the fact that we have sold over half a million skincare units in just five years.”

Oyateru emphasized that clarity in brand identity should guide every aspect of business—from marketing to team building and product development.

> “Everything starts from care,” she told the audience. “If any of these four—truth, enemy, promise, or proof—is missing in your brand, take that as an assignment and lead with clarity.”

During the interactive Q&A session, an audience member, Tracy, asked about the inspiration behind the name Uncover. Oyateru explained that the brand name was born from a personal journey of self-discovery.

> “I had worked in corporate for many years but didn’t feel fulfilled,” she recalled. “In the process of figuring out what truly mattered, I realized I was uncovering myself. Uncover became a symbol of authenticity, confidence, and self-evolution—for women to uncover who they really are.”

Another participant, Edwina, asked about navigating brand redirection in a constantly changing market. Oyateru responded that while marketing tactics and campaigns can evolve, a brand’s why must remain constant.

> “Your why should never change. Once it does, you’re building a new brand,” she noted. “People often debate whether Uncover is a Kenyan or Nigerian brand. The truth is, we are an African brand built for melanin-rich skin—and that story remains the same no matter the market.”

Responding to Clinton, who asked how to maintain longevity while evolving creatively, Oyateru said brand evolution is natural, but the essence must stay rooted in purpose.

> “Our brands are our DNA as founders. Yes, we can evolve or expand into new segments, but the core purpose should remain. If your story changes, then you are creating a new brand—and that’s perfectly fine too.”

The session ended with loud applause as participants commended Oyateru for her honesty, depth, and clarity. Her message reinforced the importance of storytelling and purpose in brand-building—key themes that defined this year’s GTCO Fashion Weekend.