Proudly South African Skincare Yearn Skin is solidifying its stake in the booming E-commerce sector

What began as a simple desire for flawless, radiant skin has evolved into something much bigger. Yearn Skin, a proudly South African skincare brand and majority female-owned business, has been making its mark in the e-commerce sector for over three years.

This growth is reflective of the South African cosmetics market continues and consistent expansion, with an expected compound annual growth rate (CAGR) of 4.97% between 2023 and 2028 (Statista).

But who and what is Yearn Skin?

Much like millions of South African women and men who search tirelessly for skincare products that allows them to confidently say, “I woke up like this,” sisters Nadia and Natasha Michael faced the same struggles.

Driven by their personal experiences, the siblings launched Yearn Skin in 2021—an innovative skincare brand dedicated to providing non-toxic, dermatologically tested, and expert-endorsed products. Their formulations are designed to brighten skin by addressing hyperpigmentation, dark spots, and uneven skin tone.

“Yearn Skin was born from a deep yearning—a passion to create the very skincare we longed for ourselves. What began as a personal quest to find effective solutions for our own skin challenges grew into something greater. While the beauty industry often focuses on vanity, we discovered that most people are simply searching for real answers to their unique skin concerns—and that’s the heart of Yearn Skin,” says co-founder Nadia Michael.

To bring their vision to life, the duo collaborated with expert formulators, laboratories, and testing facilities to ensure that every product meets the highest standards of efficacy, safety, and quality.

Dedicated to enhancing natural beauty, the Yearn Skin offers locally produced carefully curated range of skincare solutions, including serums, cleansers, moisturizers, and exfoliators, all designed to nourish, protect, and rejuvenate the skin. Each product made with the South African customer mind, is formulated with high-quality ingredients to target various skin concerns, from hydration and brightening to soothing and anti-aging care.

“Many women long for the freedom to step out bare-faced and still feel beautiful—without the constant need to mask their skin with makeup. That’s the essence of Yearn Skin,” says co-founder Natasha Michael. “Our mission is to empower through education while delivering efficacy, quality, and innovation at every step.”

" Rather than presenting Yearn Skin as a ‘miracle cure,’ the brand takes a holistic approach—guiding clients to consider not only the skincare products they use, but also the broader influences of their environment, nutrition, and overall mental and physical well-being." says Natasha Michael.

Staying solid in E-commerce

Three years in, Yearn Skin remains steadfast, proving that women are indeed leading the e-commerce revolution. This is a significant milestone for the brand, particularly as recent statistics indicate that e-commerce transactions in South Africa are expected to surge by 150%, reaching R225 billion by 2025—driven by evolving consumer behaviour and expectations.

The brands staying power reiterates the Heavy Chef E-commerce Entrepreneurial Education report findings which alluded to women leading the charge in the e-commerce sector, with as many as 63% of e-commerce businesses in South Africa reported being started by women.

As Yearn Skin continues to grow, its mission remains clear: to empower individuals with high-quality skincare solutions while encouraging confidence and self-love. With innovation, education, and a customer-first approach at its core, the brand is well on its way to shaping the future of South African skincare in the digital space.