This document is a press release announcing that Afrinatural, a company that sources botanicals and oils from Africa, will be displaying at the In-Cosmetics Global 2017 conference in London. It notes that Africa has a wealth of plant life well-suited for cosmetics but these resources remain relatively unknown in Europe and internationally. The press release aims to raise awareness of African ingredients and encourage companies to source more products from Africa, which provides sustainable benefits to rural African communities. Afrinatural's CEO will be challenging conference attendees to consider African ingredients and discuss sourcing opportunities.

1. Belgium
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Canada
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PRESS RELEASE
Date: 9th
March 2017
Title: Africa Takes on the World: AfriNatural to display at In-Cosmetics Global 2017 in London
Africa is recognised as one of the wealthiest
biodomes of plant life in the world and has a
wealth of botanicals well suited in the cosmetic
market. So why are these products so unknown
in the European (and international) product
design portfolios?
Adolf Joubert, CEO of Afrinatural, one of the
London exhibitors at In-Cosmetics Global,
London, 4-6 April 2017, reports as follows “I
sense it to be a combinations of fear of the
unknown and uncertainty that has sustained this
ignorance for so long. Indigenous African companies like ourselves have been
successfully involved in sourcing botanicals form all over Africa for many years. Over
the last few years Afrinatural has ventured into sourcing pressed oils & butters in the
same way. Slowly international buyers are learning to trust entities like ourselves to
“bridge the gap into the unknown Africa””.
As Lucy Whitehouse (In Cosmetics) commented a short while back – “Africa is
ascending!” And opening up interesting new propositions for product developers and,
eventually, to discerning retailers.
As a bonus, rural communities in Africa are experiencing that trading has much more
sustainable benefit to them than the traditional, colonially driven aid programmes. This
also fits snugly into the theme of In-Cosmetics Global for this exhibition – Sustainability.
Joubert is challenging company executives and retail pressure-groups to open their
minds to these new possibilities, to be bold and enter into discussions with those
companies at the exhibition that can assist in introducing and opening up the “wealth of
Africa” for them.

2. References –
 Mintel on ‘ascending Africa’ and its implications for European beauty by Lucy Whitehouse – published in
In Cosmetics Design – Europe, 29 Nov 2016.
 Why in-cosmetics Global is focusing on sustainability By Simon Pitman, In Cosmetics Design –
Europe, 22-Feb-2017
 When will African Ingredients get the attention they deserve? – published in NutraIngedients-USA.com, 8
Mar 2012
For Further Information Contact:
Adolf Joubert
Chief Executive Officer
23 Protea Ave, Onrus River, Hermanus 7201
PO Box 2121, Hermanus, 7200, South Africa
Tel: +27 (0)28 316 4550
Cell: +27 (0)83 290 7691
Fax: 086 587 1842 (local)
www.afrinatural.com
Skype: adolf.joubert
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