British-Nigerian pharmacist, Shalom Lloyd, combined her professional knowledge and African heritage to create a natural skincare remedy in her Buckinghamshire kitchen, which has developed into a global premium skincare business.

The mother-of-five founded Naturally Tribal Skincare in 2016 after inventing a formula to alleviate her newborn son’s severe eczema using natural ingredients. The primary ingredient, shea butter is ethically sourced from the Essan Kingdom in Nigeria, where the company has a factory, and provides jobs and childcare for local women.

Outside of the UK, Europe and the US are key regions for the business and last year the Department of International Trade (DIT) supported its Nigerian launch at the British High commission in Lagos.

Along with launching its Nigeran e-commerce website last week, the company plans to sell in up to 10 stores and generate over £100,000 in revenue this year in Nigeria. DIT is now supporting further expansion across the continent into Kenya and Ghana.

Naturally Tribal Skincare founder, Shalom Lloyd said:

“After going through four cycles of IVF and giving birth to twins at 40, I was so desperate to find a natural remedy for my son’s eczema, which made his skin bleed. With no natural effective remedies available, I created one myself.

“I never intended to start a skincare business, but I am extremely proud that people of all ethnicities love our products which infuse my British and Nigerian heritage; I hope events like Black Pound Day give black-owned businesses the visibility they deserve.

“During lockdown we realised how vital e-commerce is for us and our international trade adviser at the Department for International Trade has been invaluable in helping us enter key markets.”

New research suggests ethnic minority-led businesses (EMBs) contribute £25bn to the UK’s Gross Value Added and see export opportunities to their countries of origin or that of their parents1.

Latest figures show that Black/Black-British-led businesses had the highest export intention of UK SMEs at 23% compared with 5% of white-led businesses1.”

HMTC for Africa, Emma Wade-Smith OBE said:
“Naturally Tribal Skincare’s success is a fabulous example of the positive power of cultural heritage and the ability of the UK’s diversity to inspire entrepreneurs to export.

“DIT’s support for Naturally Tribal Skincare, in the UK and Africa, demonstrates how the partnership between government and business can help UK companies of all sizes to identify new export markets and draw on DIT’s in-country expertise to expand their businesses.

“Such activity has never been more important as our economies recover from the impact of the Coronavirus pandemic. It is great to see recognition for the leadership that Black and Black-British businesses are showing in driving enterprise and exports.”

Naturally Tribal Skincare’s innovative work continues with the business collaborating with the University of Bedfordshire on a project using new technologies to reduce waste production in their Shea processing facility in Essan, Nigeria.