Today’s beauty landscape is defined by intention—where heritage meets modern sensibility, and trusted staples are reimagined for a new generation of consumers. Tiara Amoah is the brand manager overseeing Africa’s Best, Kuza, and Originals by Africa’s Best—three brands that have long been woven into the fabric of textured hair care. With a perspective shaped by culture, connection, and a deep understanding of evolving consumer needs, Amoah is helping to usher these legacy names into their next chapter. We spoke with her about redefining value in today’s market, maintaining authenticity across a multi-brand portfolio, and why the future of hair care lies in meeting consumers exactly where they are.
Can you tell us your name, your role, and what brands you currently oversee?
Tiara Amoah, brand manager for Africa’s Best, Kuza, and Originals by Africa’s Best.
Can you share a bit about your journey in the beauty industry and what led you to this role?
My journey into the beauty industry started through my passion for marketing, culture, and consumer connection. I’ve always been drawn to brands that genuinely serve multicultural consumers and create products rooted in real hair care needs. Before becoming a brand manager, I’ve worked for Fortune 500 companies in the CPG space across brand marketing, digital strategy, and experiential activations, where I gained experience connecting brands to consumers both online and in person. What led me to this role was the opportunity to work on legacy brands that already had deep trust within the community while also helping modernize and grow them for the next generation of consumers.
You represent multiple brands—Africa’s Best, Kuza, and Originals by Africa’s Best. How do you differentiate each brand in the market?
Each brand serves a unique purpose and a different consumer. Africa’s Best is rooted in value, family care, and trusted everyday nourishment. It’s a legacy brand that consumers have relied on for generations. Kuza is centered around growth, scalp health, and ingredient-led solutions, particularly for consumers with type 4 hair. It resonates strongly with consumers looking for authentic, hardworking products that support moisturization and growth. Originals by Africa’s Best has a more treatment-focused positioning with targeted solutions powered by oils and conditioning ingredients. It appeals to consumers who want performance-driven care while remaining affordable.
What are the core consumer needs each of these brands is designed to serve?
At the core, all three brands are focused on moisture, manageability, scalp health, and hair maintenance, but each approach those needs differently. Africa’s Best serves consumers looking for dependable, family-friendly essentials at a great value. Kuza serves consumers focused on growth, protective styling support, scalp nourishment, and moisture retention, especially for coily and type 4 textured hair. Originals by Africa’s Best serves consumers looking for targeted treatments and solutions that address dryness, strengthening, conditioning, and overall hair health. Across the portfolio, we really aim to meet consumers where they are in their hair journey.
How do you ensure each brand maintains its unique identity while still complementing the others in-store?
It starts with being very intentional about each brand’s positioning, messaging, and product assortment. We look closely at who the consumer is, why they are shopping the brand, and what problem they are trying to solve.
What are some of the top-performing products across your portfolio right now?
Some standout performers continue to be Kuza Indian Hemp Hair & Scalp Treatment, which has built a strong reputation for scalp nourishment and moisture support. Within Originals by Africa’s Best, our Hair Mayo continues to resonate strongly with consumers, particularly products focused on conditioning and moisture retention.
For beauty supply store owners, what are the “must-have” SKUs they should always keep in stock?
I would definitely say Kuza’s Indian Hemp Hair & Scalp Treatment is a must-have because of its strong consumer loyalty and usage versatility. It’s a gender-neutral product.
How do you support retailers in educating customers about the differences between the brands?
Education is extremely important to us. We support retailers through product storytelling, digital content, in-store merchandising, social media education, and retailer partnerships.
What trends are you currently seeing in textured hair care and maintenance?
We’re seeing consumers become much more ingredient-conscious and routine-focused. There’s growing interest in scalp health, moisture retention, protective styling maintenance, and multi-functional products. Consumers also want products that feel authentic and culturally connected while still delivering performance.
How has consumer behavior evolved when it comes to hair care routines and product selection?
Social media has also accelerated education and discovery, especially within textured hair care communities. They’re researching ingredients, reading reviews, watching tutorials, and building routines based on trends.
What role does affordability and accessibility play in your brand strategy?
Our brands are built around delivering strong performance and trusted ingredients at accessible price points. We understand that many consumers are shopping with value in mind, especially in today’s economy, but they still expect products that work effectively.
How are you leveraging marketing—whether in-store or digital—to connect with your target audience?
We approach marketing through a mix of digital storytelling, influencer engagement, community-driven content, and now in-store experiences because we know our consumers love different experiences.
What’s next for your brands—are there any upcoming launches or innovations retailers should be aware of?
We’re also looking at ways to modernize and elevate portions of our portfolio that aligns with evolving consumer needs, particularly around scalp care and moisturization.
What has been one of the most rewarding moments in your career so far?
One of the most rewarding parts of my career has been seeing ideas move from strategy into real consumer experiences and creating lasting brand fans.
How would you describe your leadership style when managing multiple brands?
I would describe my leadership style as collaborative and solutions oriented. Managing multiple brands requires strong communication, adaptability, and the ability to prioritize effectively while keeping long-term brand vision in focus.
How do you stay inspired and balanced in such a fast-paced industry?
I stay inspired by staying connected to culture, consumers, and creativity. A lot of inspiration comes from listening whether that’s through social trends, conversations with consumers, retail insights, or simply observing how people engage with beauty and self-expression. Balance comes from being intentional with my time, staying organized, and making space to recharge when needed. In a fast-paced industry, maintaining perspective and creativity is important.
Outside of work, how do you like to spend your time or recharge?
Outside of work, I enjoy spending time with family and friends, traveling, attending other brand events, and exploring creative experiences that inspire me personally and professionally.
