Our Story

Shalom Lloyd

Founder and Managing Director

“Naturally Tribal Skincare was born from personal experience. In 2014, I was blessed with the birth of my twins. My boy, Joshua, had miserable eczema – scratch ’till you bleed’ irritation and I couldn’t bare the idea of smothering his sensitive new skin with chemical emollients and steroids.

As a qualified pharmacist I understood the values of these treatments, however – our skin is a huge exchange organ which absorbs a lot of what we put on it. So, when you think about it, what we put on ourselves, and our families skin, should be just as important as what we eat.

I looked to my African heritage for inspiration, recalling recipes containing all natural ingredients, which has been used in Africa for generations. I started to experiment in my kitchen, using high-quality Shea butter as a base, stumbled across the right formulation and within three days of application Joshua’s skin was softer and the scratching had significantly reduced.”

Our Mission

To transform “Natural African and other unique Ingredients” into nurturing goodness by souring and turning natural seeds, nut trees and oils into innovative and enriching luxury skincare products for our customers.

Our Vision

Impart a distinct competitive advantage through brand superiority that is conveyed by the wisdom of heritage and acquired knowledge. This will ultimately frame us as a unique, innovative and leading skincare company who un-tap, discover, liberate and develop what mother Africa has to offer, transforming these natural ingredients into amazing products

Trade Not Aid

Despite receiving billions in aid for several decades, Africa has not achieved the levels of economic self-determination needed to enable it to deal with its own poverty, disease and chronic dependency. We believe that the aid development model being used in Africa isn't working. African nations are rich with natural resources and development potential - what they need is trade.

There is a well-known proverb that we truly believe in - “give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime.” We collaborate with the women of Essan by sourcing our ingredients from their community in an ethical and sustainable manner, providing the infrastructure needed to ensure quality, and the training that will help them progress.

When we talk about ‘no take without give’, ‘win-win’ and ‘friendly trading’ – trade not aid is precisely what we mean. So that our customers can see the positive impact of their purchase, we provide regular Essan updates.

Cruelty Free

Naturally Tribal believes that beauty should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.
All of our own brand cosmetic and personal care products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.