With the beauty and personal care market in Africa is poised to grow by USD 1.26 billion during 2021-2025, Africa as a global market, is only now starting to attract international beauty brands and conglomerates. But, are they ready to represent the concept of African beauty that’s so intricately intertwined with our diverse cultures? In this episode, I’m joined by Crystal Sai, Director of the Global Brand Activation and Global Communications at Estée Lauder Companies (ELC).  Crystal leads the efforts for developing and executing an integrated global strategy for the ELC enterprise brand through the creation of programming, content & activations that drive culture, engagement, and reinforce ELC's cultural values. Over her career tenure at ELC, Crystal continues to advocate and promote the importance of diversity and inclusion in the beauty industry. Crystal shares insights on how beauty brands and companies can leverage the growth of the African beauty industry with authenticity and intentionality. Episode Timeline: [2:56] Crystal describes aspects of Ghanaian culture and beauty rituals she loves to share [6:17] The start of her love for beauty as a young girl and how that inspired her 10-year career journey in the beauty industry [12:14] Crystal on working with Estée Lauder plus the importance of including Sub-Saharan Africa as part of the global market [16:46] How she approached her role at MAC cosmetics and understood the Black beauty market [20:53] The presence of MAC cosmetics in different African countries [22:46] Why conglomerates like Estée Lauder have recently decided to disclose the brands they own [26:07] Why brands need to dive deep into the Sub-Saharan beauty market to invest in luxury beauty [32:37] Crystal’s job function- driving for growth and bringing diversity and inclusion insights [41:01] Why beauty companies need to stand up for their values when in the right or wrong [51:36] The importance of representation and reconciliation to eliminate negative beauty standards [58:40] How Crystal is driving change to promote diversity and inclusion in the beauty industry **DISCLAIMER: All views, information, or opinions expressed shared during this episode are solely those of the individuals involved and do not necessarily represent those of Estee Lauder Companies and its employees."