Nov 21, 2016

Skincare with a purpose: the brand that hopes to change the lives of women farmers across Africa


Last week, ROAD were guests at the friends and family launch of Daughter of the Soil -  a new African heritage skincare brand with a conscience. Inspired by her great-grandmother and Ugandan heritage, CEO and Founder, Maria Magembe uses treasured and unique botanicals from the immensely fertile African soil to create nourishing beauty products for women all over the world.

But this is a skincare brand on a mission with a story to tell. Maria is dedicated to empowering women in Africa, which is why she has teamed up with Hellen Lawuo-Meena, Executive Director of Connect the DOTS - a unique training programme, run by women, for women. “Daughter of the Soil has a simple philosophy” says Hellen, “to give back to this earth and communities celebrating the natural treasures within our rich soils. Our pledge is to make a real difference to the lives and future of African rural women - providing them with an ability to earn a sustainable and protected income.”

70% of workers engaged in agriculture in Africa are women, yet only 25% of farmers engaged in fair trade are female. There is a distinct lack of accessible fair markets available to African women in agriculture - something Connect the DOTS hopes to change through a 3-tier certified vocational training programme which educates and supports marginalised women. By 2025, the programme aims to train over 10 million women farmers, enabling them to earn an income and share their knowledge through the mentoring of others.

Through the legacy of Maria’s great-grandmother, Daughter of the Soil hope to ‘harness the power of the soil, and the treasures it provides to give something back to those communities.’ Maria and Hellen believe that building a sustainable programme will create a movement of ‘DOTS certified’ women farmers, trainers and leaders of today who can also support future generations.

The luxurious and natural skincare range deliver nutrient-rich, high performing botanical oils of African heritage that target deeper layers of the dermis to nourish, moisturise and protect. Active ingredients include shea nilotica butter, baobab, marula and moringa seed oils, frankincense and roobibos tea.

Well done and good luck to the Daughter of the Soil team, from everyone at ROAD! Thank you for sharing your inspiring brand story.

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