At the 2025 GTCO Fashion Weekend in Lagos, one of the most captivating moments came not from the runway, but from the words of Jade Oyateru, Co-Founder and Chief Operating Officer of Uncover, a fast-rising African beauty brand that’s redefining skincare for women of colour.
Speaking during her masterclass titled “The Power of Story: Building Brands People Believe In,” Oyateru offered deep insights into how storytelling, purpose, and authenticity drive the success of modern brands.
Uncover, which merges advanced Korean skincare science with African botanicals, has grown across eight African countries under her leadership and secured multi-million-dollar funding. The brand has also earned global recognition from Bloomberg and Vogue Business as one of Africa’s top startups shaping the future of beauty.
For Oyateru, however, the heart of the brand’s success lies not in numbers but in narrative. “A brand’s story is its soul,” she shared. “It’s not just about selling products; it’s about creating meaning, connection, and community.”
Drawing from her experiences at Unilever, Nestlé, and Jumia, and her MBA from Imperial College London, Oyateru explained that every brand must find its “why”, the core purpose that guides every decision, from packaging to partnerships.
She emphasized that African entrepreneurs should build brands that speak with authentic voices, reflecting their identity and cultural depth. “When customers see themselves in your story, you earn not just their loyalty, but their belief,” she noted.
Her message resonated strongly with the audience, a mix of young designers, entrepreneurs, and beauty innovators eager to learn how to scale with integrity in a competitive global market. Oyateru encouraged them to embrace both data and emotion, explaining that successful storytelling is built on understanding the people you serve.
“A powerful brand story doesn’t happen by chance. It’s crafted through empathy, strategy, and consistency,” she said.