Rooted gains global recognition with Allure magazine feature

By Sandra Agyeiwaa OTOO

A Ghanaian nail and body care brand, Rooted, has gained international recognition after being featured in Allure magazine’s roundup of the best Black-owned skincare brands.

This came just two months after its official launch. The feature was published on March 6, the same day Ghana marked its 69th Independence Day. Rooted was founded by Nana Amobi Chambers and Kokwe Amegavie, entrepreneurs behind Polish’d, a well-known nail salon in Accra.

The salon served as the foundation for the brand, where the founders refined nail care techniques and tested product formulations before launching Rooted earlier this year.

Nana Amobi Chambers, Co-founder of Rooted mentioned that the brand’s feature in Allure on Ghana’s Independence Day felt deeply meaningful, describing it as validation of their mission to celebrate their heritage while building a beauty brand for global audiences.

“To be featured in Allure on Ghana’s Independence Day feels like more than a coincidence. It feels like confirmation. We started this brand to honor where we come from while creating something the world could embrace. This recognition shows that our vision is resonating,” she revealed.

The brand’s debut collection includes six nude builder gel shades designed for deeper and darker skin tones, a nail and cuticle growth serum, SPF hand cream and a natural pumice stone. The products are formulated to support nail health while promoting inclusive beauty.

Since its launch in early 2026, Rooted has also attracted attention from other international beauty and lifestyle platforms including VITA Magazine, Bella Naija Style, Marie Claire Nigeria and Black in Luxury.

In its coverage, VITA Magazine commended the brand for redefining nude manicure shades by creating options tailored for complexions that have traditionally been underserved in the nail care industry.

The company is now preparing to expand into Nigeria with an official launch event scheduled for March 14 in Lagos. The event will bring together beauty professionals, salon owners, influencers and media representatives to experience the brand’s products.

Kokwe Amegavie, co-founder of Rooted also mentioned that Nigeria’s creativity, global outlook and cultural influence make it an ideal market, noting that launching there allows the brand to grow with a community that values both heritage and innovation.

“Nigeria is creative, globally connected, and culturally powerful. Launching here allows us to grow intentionally alongside a community that understands both heritage and innovation. This is just the beginning.” She said.

According to her, products from Rooted are clean cruelty-free and formulated to support a healthy nail care routine. The brand’s tagline, “Firmly Rooted. Beautifully You,” reflects its focus on combining heritage, care and modern beauty solutions.

Following the Lagos launch, the company plans to expand further into international markets, including the United States, as part of its strategy to take African beauty craftsmanship to the global stage.

Experience Rooted online at www.shoprootedonline.com For customers in Ghana, enjoy free product pickup when ordered online or convenient delivery via rider services. For international markets, the brand ships globally to bring Ghanaian beauty excellence to your doorstep.

About Rooted

Founded by Nana Amobi Chambers and Kokwe Amegavie, Rooted is a Ghana-born nail and body care brand committed to honoring heritage while delivering modern, high-performance beauty solutions. Born from the success of Accra’s beloved Polish’d salon, Rooted creates clean, ethical products designed to support nail health, intentional rituals, and inclusive beauty for all.

The brand’s tagline, “Firmly Rooted. Beautifully You,” reflects its mission to ground beauty in authenticity, care and cultural pride.

 

 

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