How Renee Franklin Created Maru Skincare to Nourish Melanated Skin

Renee Tracy Franklin Founder of Maru Skincare

For many skincare enthusiasts, the quest for the perfect routine stems from personal frustration. For Renee Tracy Franklin, the founder of Maru Skincare, that turning point came during the harsh European winters. Moving away from the South African climate, she watched her skin become dull, dry, and dehydrated. “I would use a single ingredient, like marula oil, on its own, but it still wasn’t enough,” Franklin recalls.

Driven by a desire to heal her own skin, she began experimenting and investigating raw ingredients. She wanted to tell a story through formulation, one that highlighted the sheer richness of the desert oils the African landscape has to offer. The pivotal moment came during her second pregnancy. The transition gave her the time and opportunity to test different combinations of plant-based ingredients, eventually partnering with a professional formulation specialist to bring her vision to life.

Sourced from the African Landscape

Maru Skincare is a proudly South African, plant-based brand that utilises powerful indigenous botanicals like marula, baobab, and Kalahari melon seed oil. Specifically designed to combat dryness, the brand enters the beauty market with a refreshing philosophy. In a multi-billion-dollar industry obsessed with "anti-aging," Maru Skincare shifts the focus back to skin health, texture, and mindful care. “We essentially just want to make sure that your skin is being cared for and that you are aware of what you are putting on your skin,” notes Franklin.

Being intentional with formulas is at the heart of the brand. Franklin recognizes that the skin goes through various life stages and changes, meaning it requires long-term, sustainable nourishment rather than quick fixes.

Tailored for Melanin-Rich Skin

During the development phase, Franklin realized that heavy hitters like castor oil or marula oil couldn’t do the heavy lifting alone; they needed to be blended strategically to maximize their benefits. With a clear target audience in mind, she acted as her own perfect test subject, creating formulas specifically tailored for melanated skin. “Because I have melanin-rich skin, it tends to dry out quite quickly and can start to look dull and dry," she explains.

After iterating through multiple variations and formulation trials, Franklin achieved the ultimate balance, a product range boasting an exceptional absorption rate, ongoing nourishment, and the total prevention of dullness. The final formulas solved every single climate and texture challenge she had originally faced.

Rooted in Nature and Education

Authenticity remains the anchor of the brand. Maru Skincare is committed to sourcing its ingredients directly from the African continent and keeping its roots firmly planted at home. Instead of blinding consumers with complex chemical jargon, Maru Skincare focuses on the pure power of nature and complete transparency. “We’re not an overly scientific brand. We’re a very intentional and natural brand,” Franklin emphasizes.

Rather than keeping their formulations a secret, the brand aims to go into depth about what each ingredient has to offer, looping the community into the journey. To do this, Maru Skincare created an interactive "desert atlas" on their website. Through this feature, customers can visually trace exactly where each oil is sourced from and discover its specific benefits. It is an educational tool designed to empower consumers to know exactly what they are putting on their bodies.

Experiencing the Brand Mindfully

As a digital-first e-commerce brand, Maru Skincare isn't interested in mindless consumerism. They want their customers to make conscious, informed choices. To help beauty lovers find their perfect match, the brand introduced the Glow Profile to their website, a thoughtful quiz that prompts users to reflect on their current routines and determine if Maru is the right fit for their skin goals.

For those ready to feel the products for themselves without committing to full-sized SKUs immediately, the brand offers an accessible entry point. “Maru Skin offers a Discovery Box. Instead of paying R495 for the full-size products, you can try the range for just R99 with the 10ml sample set,” Franklin shares. Inside the box, customers receive two of the brand's standout offerings: Desert Rain and Desert Sunshine. “We call this a Discovery Box because we want people to experience the brand before they actually make a purchasing decision...We want people to feel what is the right product for them based on their preference.”

Authenticity remains the anchor of the brand. By marrying education, intentional formulation, and accessible sampling, Maru Skincare is proving that true skin nourishment begins with keeping its roots firmly planted at home in South Africa.

The Global Vision for 'A-Beauty'

While Franklin plans to expand Maru Skincare's formulations to accommodate other skin types in the future, melanin-rich skin will always remain the brand's core focus. Crucially, the decision to launch locally first is highly intentional. Franklin wants to build deep credibility within the South African market before taking the brand global, showcasing the absolute best of what African beauty has to offer the rest of the world.

Looking ahead, Franklin has her sights set on a global movement. She hopes to see African skincare reach the same heights of global popularity and mainstream adoration as Korean skincare (K-Beauty) over the coming years. But no matter how far the brand travels, its heart will stay at home. Maru Skincare is, and will always remain, proudly South African.