Today in Ghana, like in many other African countries, skin bleaching is a common practice, causing people to use chemicals and cosmetic products to lighten their skin's complexion, as fairer skin is perceived to be more beautiful or desirable. The reported prevalence of skin bleaching in Ghana ranges from 30 to 65%, predominantly among women. However, this is a public health challenge as these products cause multiple adverse health effects, such as skin cancer and damage to the nervous system. Spotting the growth of this dangerous industry in Ghana, Akua Serwaa Ansah established LaReine Skincare, which provides non-toxic and non-lightening products to alleviate skincare problems like acne, hyperpigmentation, and rapid aging.
In 2021, Akua was competitively selected as a finalist for the State Department's Academy for Women Entrepreneurs (AWE) program and was awarded a USADF grant of US$10K to expand her business. Using the USADF funds, Akua purchased packaging equipment and raw materials such as a homogenizer, a labeling machine, and African black soap. She also conducted training on advanced skincare formulation, developed their marketing materials, their website, and covered other associated administrative expenses.
By the end of this project, Akua and LaReine Skincare had expanded their product range from 14 to 18 products and recorded a 400% increase in production volume, from 10 to 50 liters per week. In addition, they employed three additional youths and made their business more environmentally friendly by increasing the reusability of their packaging from 30% to 100%. Remarkably, they educated over 45,000 individuals on skin bleaching and its effects via their Instagram platform and trained over 60 women on product manufacturing, empowering them with skills they could use to start their own businesses.
With support from USADF funding, Akua's project has been monumental in helping address this issue by raising awareness of the dangers of this practice while offering all-natural products to alleviate common skin concerns.