Getting to know African Secret
“African Secret was born from a personal need. When I was pregnant, I became increasingly conscious of what I was putting on my skin. As my body changed, I wanted a natural product that would help nourish my skin and support its elasticity, while giving me peace of mind about the ingredients I was using. As I searched for natural solutions, I often thought back to my “Mama”, who would brew plant concoctions for us to drink or apply, to help heal common ailments. Those childhood memories reminded me that nature had always been part of our family’s approach to wellness, long before I understood the science behind it. I couldn’t find exactly what I was looking for, so I decided to make it myself.
What began as a search for a nourishing stretch mark oil quickly became a passion for the remarkable healing potential of Africa’s indigenous botanicals. I immersed myself in research, studied Phytomedicine and Natural Products, and discovered the wealth of plant knowledge that has existed in our country for generations.
The more I learned, the more I realised that South Africa is home to extraordinary botanical resources with enormous potential, not only in traditional wellness but also in modern skincare. Yet too many of these ingredients were leaving our shores as raw materials instead of being transformed into high-value products here in South Africa.” – Founder, Stacey Jane Smith
That realisation became the foundation of African Secret products.
Today, African Secret combines the wisdom of nature with scientific research to create personal care products inspired by South Africa’s botanical heritage. Through collaborations with researchers and biotechnology partners, we continue exploring innovative ways to develop products that are effective, gentle and suitable for everyday use.
From nourishing body care to hospitality amenities and corporate gifting, every product reflects our belief that South African ingredients deserve to be celebrated through innovation, quality and thoughtful design.
African Secret is more than a personal care brand. It is a celebration of South Africa’s natural wealth, scientific innovation and the belief that products developed in our country can compete with the best in the world.
Our Purpose
We believe South Africa shouldn’t simply export its natural resources.
We believe we should unlock their value through research, innovation and local manufacturing, creating products that showcase African excellence while contributing to sustainable economic growth.
Our Mission
To transform South Africa’s indigenous botanicals into trusted personal care products that combine natural ingredients with scientific innovation, making African skincare accessible to homes, hotels and businesses around the world.
Our Vision
To become one of Africa’s most respected botanical skincare brands, recognised for transforming indigenous South African plants into innovative, science-backed products that celebrate the countries biodiversity and inspire global confidence in African innovation.
We are committed to ethical sourcing and empowering local communities through every product we create. Driven by a passion for sustainability, we carefully select recyclable and reusable packaging materials, minimizing our environmental footprint.
Stacey Jane is an incubatee of UVU Bio (BioCiTi Labs), ‘a specialised biotech incubator that provides African entrepreneurs a platform where science and business can come together.
We look forward to you enjoying our products – all made with love, in South Africa.
Stacey Jane