Umuhle Cosmetics

It All Began with Mooiste Meisie
We launched Mooiste Meisie to deliver high-performance, cruelty-free skincare that combined clinical-grade ingredients with elegant simplicity. But we quickly discovered that skincare isn’t one-size-fits-all—and beauty certainly isn’t just skin deep.


Listening & Learning
While Mooiste Meisie offered effective formulations, we noticed that many dark-skinned customers didn’t feel fully seen. The name alone created emotional distance—they didn’t identify with it, and they hesitated to engage. That feedback mattered deeply.
So instead of brushing it aside, we leaned in.


🌺 Introducing Umuhle Cosmetics
Born from data, heart, and heritage, Umuhle Cosmetics was created to reflect the beauty and strength of dark-skinned women. "Umuhle"—meaning beautiful in isiXhosa and isiZulu—was instantly empowering. It resonated with customers who had felt left out and gave them a brand they could see themselves in.
We built a dedicated pixel to learn from our audience, gathering insights on dark skin needs, preferences, and behaviors. And more than that—we crafted formulas, branding, and campaigns to meet those needs with love and intention.