Rooted. Beauty Brand Launches in Lagos, Expanding African Innovation Globally
Rooted., a rapidly emerging nail care and beauty brand established by visionary African entrepreneurs Nana Amobi Chambers and Kokwe Amegavie, has officially launched in Lagos, Nigeria, marking a bold step for African beauty on the global stage. The launch event, held on Saturday, March 14, 2026, was an intimate and thoughtfully curated evening that signaled the brand's expansion beyond its Ghanaian roots into the international beauty landscape.
Founders' Vision and Background
Nana Amobi Chambers and Kokwe Amegavie, already renowned for co-founding Polish'd, one of Accra's most coveted beauty bars, have built Rooted. as an extension of their commitment to creating high-quality, culturally grounded beauty solutions for African women. The Lagos launch represents a significant milestone in the brand's journey toward establishing a multinational presence, reinforcing its mission to elevate African beauty rituals while competing confidently on a global scale.
Event Highlights and Industry Impact
The event brought together leading voices and tastemakers within Lagos' beauty and lifestyle ecosystem for an evening of conversation, connection, and cultural expression. It spotlighted the ongoing evolution of the beauty industry, Africa's positioning within the global market, and the rise of African women as standard-setters in entrepreneurship and innovation. Notable figures from the beauty industry attended, reflecting the brand's growing influence and resonance within key markets.
Debut Product Collection Unveiled
The highlight of the evening was the unveiling of Rooted's debut product collection, which includes:
- A range of builder gel polishes in signature shades: Purpose, Resilience, Koko, Starr Girl, Loyal, and Faith
- Nail and Cuticle Growth Serum
- SPF 50 Hand Cream, a standout innovation in nail care
- Smoothing Pumice Stone
These products are designed to celebrate heritage, self-expression, and modern beauty rituals, aligning with the brand's commitment to intentional, high-quality offerings.
Mission and Global Aspirations
Rooted. exists to serve and empower a global community through African innovation. With its Lagos debut, the brand positions itself at the intersection of culture, quality, and innovation, aiming to redefine beauty standards and provide solutions that resonate with African women worldwide. The debut collection is now available for purchase online at shoprootedonline.com, and updates can be followed on social media at @r__ooted.
This launch not only marks a pivotal moment for Rooted. but also contributes to the broader narrative of African brands making impactful entries into the global beauty industry, driven by authentic cultural narratives and entrepreneurial excellence.
