African Extracts Rooibos

What African Extracts Rooibos does

African Extracts Rooibos is a Cape Town-based skincare company founded in 2002 by entrepreneur Rob Tiffin, with operations run by his wife Sarah Hetherington (Brand Communication Head). The company develops and markets plant-based skincare built around a proprietary Bio-Active Rooibos extract sourced exclusively from the Cederberg mountains of the Western Cape and processed via steam extraction to preserve antioxidant content. Its 80-plus product portfolio spans six core ranges — Classic (essential care, the original line whose Moisturising Day Cream SPF15 is positioned as South Africa's top-selling 75ml daily moisturiser), Purifying (oily/problem skin), Radiance (even tone), Advantage (anti-aging), Hydrofirm-C+ (advanced anti-wrinkle with award-winning Olea Vitae olive plant stem cell technology), and Facial Wipes — plus a dedicated men's sub-brand, Rooibos Man.

The business operates a B2C model selling one-time purchases at mass-market price points (R47.99–R337.99) primarily through South African retail and pharmacy chains (Checkers, Pick n Pay, Clicks, Dis-Chem, Spar), online retailers (Takealot), and its own website, with international reach into 12+ countries via owned e-commerce storefronts in the UK, New Zealand, and Sweden and regional distributors across Africa, Oceania, North America, and Europe. All products are vegan-friendly and Beauty Without Cruelty endorsed, and the Hydrofirm-C+ and Tissue Oil ranges carry independent clinical-trial validation.

The company is privately held as African Extracts (Pty) Ltd, with no external funding rounds disclosed, founder-led ownership, and 11–50 employees operating from a manufacturing and headquarters site in Paarden Eiland, Cape Town.

Name

African Extracts Rooibos

Legal name

African Extracts (Pty) Ltd

Website

https://africanextracts.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

African Extracts Rooibos is a Cape Town-based, privately-held skincare company founded in 2002 that sells 80-plus plant-based skincare products built around a proprietary Bio-Active Rooibos extract, distributed through major South African retailers, pharmacies, and e-commerce in 12+ countries.

Ownership category

akta.pro rank

Product category

Skincare and Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industry

Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD)

Keywords

• Natural skincare products
• Anti-aging moisturizers
• Facial cleansing wipes
• Rooibos skincare
• Vegan beauty products

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Product Sales: One-time purchase model through major retail chains, pharmacies, and online retailers across South Africa and international markets. Products include moisturisers, cleansers, serums, treatment oils, facial wipes, and specialized skincare ranges.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels6 records

Core offering

African Extracts Rooibos manufactures and sells a portfolio of skincare products formulated with proprietary Bio-Active Rooibos extract sourced from the Cederberg mountains. The range includes facial moisturisers, cleansers, serums, anti-aging treatments, facial wipes, hand care, and men's skincare under the Rooibos Man sub-brand, sold via South African retailers, pharmacies, online platforms, and international distributors.

Product overview

African Extracts Rooibos is a South African skincare company founded in 2002, offering a multi-brand product portfolio centred on Bio-Active Rooibos extract sourced from the Cederberg mountains. The portfolio consists of six core product ranges: Classic (essential care for normal/combination skin, the original and best-selling line featuring the flagship 75ml Moisturising Day Cream SPF15), Purifying (for oily/problem skin with Kaolin clay and Salicylic Acid), Radiance (for even skin tone launched in 2019), Advantage (anti-aging with natural plant extracts and SPF protection), Hydrofirm-C+ (advanced anti-wrinkle range with olive plant stem cell technology, clinically proven in 14 days), and Facial Wipes (various formulations for different skin types). A dedicated sub-brand, Rooibos Man, serves men's specific skincare needs. Key treatment products include the clinically proven Multi-Purpose Tissue Oil and the 3-in-1 Wash, Scrub & Mask. The company also offers hand and nail care, serums, and night treatments. All products feature plant-based ingredients, are vegan-friendly, and are endorsed by Beauty Without Cruelty. The brand is distributed through major South African retailers including Checkers, Clicks, Dis-Chem, Pick n Pay, and Spar, as well as online platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Rooibos Man: Dedicated men's skincare product range featuring all the trusted benefits of Rooibos-infused skin care adapted for men's unique skin requirements including thicker skin, more sebaceous glands, and daily shaving concerns.

Products and services

• Classic Range The original and best-selling skincare range featuring Bio-Active Rooibos extract and antioxidant vitamins for normal and combination skin types. The flagship Classic Moisturising Day Cream SPF15 is South Africa's top-selling 75ml essential care daily moisturiser.
• Purifying Range Skincare line formulated for oily and problem skin, featuring Kaolin clay, Salicylic Acid, and Baobab extract to control excess oil, reduce shine, and prevent breakouts.
• Radiance Range Skincare range launched in 2019 for achieving even skin tone, featuring Vitamin C, botanical extracts, and mattifying formulas to address uneven complexion and pigmentation.
• Advantage Range Anti-aging skincare line featuring eight natural plant extracts, SPF protection, and advanced formulations for dry and mature skin. Includes Day Cream SPF15, Night Cream, and Multi-Protect Moisturiser SPF30.
• Hydrofirm-C+ Range Most advanced anti-wrinkle range featuring Olea Vitae (olive plant stem cell extract), Vitamin C, Hyaluronic Acid, and Ceramides. Includes Day Moisturiser SPF15, Night Treatment Cream and Mask, and Anti-Wrinkle Serum for Face and Eyes. Clinically proven to show visible results in 14 days.
• Facial Wipes Cleansing wipes line including Micellar Facial Wipes, Sensitive Facial Wipes, All Skins Facial Wipes, Hydrating Facial Wipes, and Deep Cleansing Wipes. Features Bio-Active Rooibos and various skin-specific formulations.
• Rooibos Man Dedicated men's skincare range adapted from the core Rooibos formulations to meet men's unique skin requirements including thicker skin, larger pores, and post-shaving sensitivity.
• Multi-Purpose Tissue Oil Versatile 100% naturally derived oil clinically proven with visible results in six weeks. Contains Bio-Active Rooibos extract, Sweet Almond and Grape Seed oils, Geranium, and Vitamin E. Suitable for face, body, nails, and hair. Vegan with no mineral oil, colourant, preservatives, or fragrance.
• Mattifying White Clay: Wash, Scrub & Mask 3-in-1 product for oily skin that can be used as a daily cleanser, twice-weekly scrub, or weekly mask. Contains Kaolin (White Clay), Salicylic Acid, Bio-Active Rooibos, Baobab extract, and Jojoba eco-beads.
• Hydrofirm-C+ Anti-Wrinkle Serum for Face and Eyes Light-textured serum with Squalene from olives, Spilanthes Acmella flower extract, and Peptides. Reduces puffiness, dark circles, fine lines, and wrinkles. Suitable for morning and evening use including under-eye area.
• Triple-Action Hydrating Serum Skin-saving serum with Bio-Active Rooibos, Chlorella, Aloe, Jojoba seed oil, Lavender extract, Ceramides, and Hyaluronic Acid. Rehydrates, firms, lifts, and strengthens skin's defenses against fine lines and wrinkles. Vegan formula.
• Moisturising Day Cream SPF15 (Classic) Light-textured daily moisturiser with Bio-Active Rooibos extract and Vitamin E antioxidants for everyday sun protection. South Africa's best-selling essential care moisturiser in 75ml format.
• Moisturising Day Cream SPF30 (Classic) Daily moisturiser with enhanced SPF30 UVA/UVB filters, Bio-Active Rooibos extract, and Vitamin E for protection against environmental stress. Suitable for most skin types.
• Multi-Protect Moisturiser SPF30 24-hour moisture boost with multi-layered protection including Bio-Active Rooibos, Hyaluronic Acid (low and medium molecular weight), Resurrection plant extract, and UVA/UVB SPF30. Dermatologist approved.
• Hydrofirm-C+ Anti-Wrinkle Moisturiser SPF15 Advanced anti-wrinkle daily moisturiser with Olea Vitae olive plant-cell technology, Bio-Active Rooibos extract, Vitamin E, and SPF15. Clinically proven with visible results in 14 days.
• Intensive Day Cream SPF15 (Advantage) Advanced day cream with instant hydration boost and 24-hour moisturising effect. Contains Bio-Active Rooibos, Hyaluronic Acid, Ceramides, Resurrection leaf extract, and SPF15 UVA/UVB protection. Dermatologist approved and clinically proven.
• Hydrofirm-C+ Anti-Wrinkle Night Treatment Cream and Mask Rich-textured night treatment that doubles as a 10-minute mask. Contains Bio-Active Rooibos extract, Vitamin E, Olea Vitae, Jojoba Seed oil, Shea Butter, Ceramides, Hyaluronic Acid, and Vitamin C. Vegan and endorsed by Beauty Without Cruelty.
• Moisturising Hand and Nail Cream Nourishing hand and nail cream enriched with Bio-Active Rooibos extract, Chamomile, and Vitamin E. Easily absorbed formula to protect, hydrate, and nourish dry hands and nails.
• Hydrating Facial Wipes Cleansing wipes for dry, dehydrated, and ageing skin. Removes makeup and impurities while adding moisture with Bio-Active Rooibos, Jojoba, and Wheatgerm extract.
• All Skins Facial Wipes (Refreshing) Universal cleansing wipes for all skin types with Bio-Active Rooibos, Jojoba, Wheatgerm extract, Vitamin B5, and Vitamin E to cleanse, soothe, and nourish.

Quantifiable outcome

• Visible skin smoothness improvement in 14 days (independent lab testing)
• +5 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/africanextractsrooibos
• Instagraminstagram.com/africanextracts/?hl=en
• Xx.com/africanextract
• LinkedInlinkedin.com/company/african-extracts

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about African Extracts Rooibos