My love for influencers can be traced back to three women: Jackie Aina, Patricia Bright, and Nyma Tang. As a Nigerian-American beginning to feel confident in my identity, these women inspired me by wearing their African roots like a badge of honor. They didn’t just create YouTube videos—they revolutionized the beauty industry.
Africa’s impact on global trends like music, food, fashion, and beauty is undeniable. People around the world are singing “Shayo” and eating Peri Peri wings without realizing the cultural source.
To show Africa’s impact on global trends, I asked a few African creators about their home.
Writer’s Note: Nigerians are famously proud people, so while I know that incredible creativity is coming from all corners of the continent, I wouldn’t be true to myself unless I featured two Nigerian influencers.
Africa Through the
Lens of Social Media
SENEGAL/THE GAMBIA/ MALI
"I believe Senegal is on the African countries in fore front of fashion in Africa with huge magazines like GQ naming Dakar Senegal one of the most fashionable place on earth. With Dakar fashion week know being held with high regard it’s hard to see the impact of what Senegal is doing. And Mali from a revolutionary stand paint is leading Africa in true freedom from neocolonialism and taking about the resources for its people and leasing Africa to true independence.
I believe I’m extremely privileged to be able to tell the stories of my people. My wife and I travel to Africa and the youth can’t stop coming up to us reminding us that we are representing them well to world. I love to believe I’m shaking the world through style, education and belief that the continent of Africa is the future and can offer the world more than it knows."
ALI CAMARA
@ali_ibn_nouha_
GHANA
In 2023, Topicals broke the internet when they took a brand trip to Ghana for Detty December, a time of homecoming for many Africans. Many brands were under fire for not prioritizing diverse creators and the world jumped at an opportunity to praise Topicals for knowing their audience and authentically catering to them.
NIGERIA
“As a Nigerian, my heritage is the foundation of everything I create. Whether it’s how I speak, the music I layer into my content, the beauty references I lean on, or the fashion choices I make; there’s always a thread of home in it. I tell stories like I’m talking to my sisters. There’s a rhythm, a warmth, a touch of dramatic flair. I don’t separate my identity from my work. I honor it. Growing up between two cultures taught me how to blend tradition and trend in a way that feels both grounded and aspirational. That duality, the richness of Nigerian storytelling and the accessibility of American digital culture shapes my entire brand.
Nigeria is the pulse. Whether it’s Afrobeats dominating global charts, the “Lagos aesthetic” inspiring runway looks, or the influence of Nigerian creators reshaping beauty norms online. Our voice is loud and undeniable. I’ve seen brands reference “Lagos glam” without even realizing it came from us. We’re setting the tone from how we do our hair to how we layer our fragrances. Even seeing how Nigerian designer sets trends with their unique pieces. That says something. We’re not just participating in trends...we are the trend. Nigeria isn’t following the world anymore; the world is watching Nigeria.”
OYIN EDOGI
@sweetlikeoyin
“Africans have always been oral people. Storytelling is in our bones. It’s how we’ve preserved memory, passed down wisdom, and made sense of the world. My content—whether it’s a morning routine, a beauty ritual, or a reflection on self-worth— is a modern expression of that. I see it as a continuation of our oral tradition, just in a digital format.
My hope is that when people see my content, they don’t just see me—they see what’s possible when heritage meets healing and when tradition meets storytelling. When Africa tells her own story, on her own terms.
We’re in the middle of an African renaissance—one that’s influencing everything from beauty to fashion to sound. And Nigeria is undeniably at the forefront of this global moment.
There’s a growing cultural crossover happening. African designers are no longer just participating in global fashion—they’re redefining it. We’ve seen Nigerian and other African designers showcase during New York Fashion Week. Last year, Lagos Fashion Week drew American influencers, editors, and tastemakers to the continent—not just as observers, but as collaborators. And it’s not just Lagos. South Africa and Senegal are becoming fashion pilgrimage points.
The beauty space is also experiencing a shift. Founders like Olamide Olowe of Topicals, Christina Tegbe of 54 Thrones, and Diarrha N’Diaye-Mbaye of Ami Colé are not only telling authentic stories rooted in their African heritage—they’re putting African ingredients and skin narratives on shelves at Sephora. That kind of visibility wasn’t happening a decade ago.
Even American media is paying attention. I wrote an article for Essence covering Lagos Fashion Week, and every year you’ll see Vogue, WWD, and other major outlets reporting on the explosion of talent coming out of the continent. The fact that Alára—a Lagos-based concept store—hosted an African fashion exhibition at the Brooklyn Museum says everything. This is no longer niche. It’s global.
Nigeria’s role? We’re not just contributing to culture. We are culture. We’re shaping the next aesthetic chapter—from the rhythm of afrobeats to the vibrancy of our fashion and the innovation of our creators. And I believe what we’re seeing now is just the beginning of even deeper cross-cultural alignment, collaboration, and celebration.
I feel a deep responsibility to shape how African creators—and our creativity—are seen on the global stage. Not through performance, but through presence. Through intentional storytelling that honors both where we come from and where we’re going.
Africans have always been oral people. Storytelling is in our bones. It’s how we’ve preserved memory, passed down wisdom, and made sense of the world. My content—whether it’s a morning routine, a beauty ritual, or a reflection on self-worth—is just a modern expression of that. I see it as a continuation of our oral tradition, just in a digital format.
So even when I’m sharing something as simple as a skincare review, I’m not just talking about the product—I’m sharing how it made me feel. How it fits into my rituals. How it anchors me. Because self-love, slowness, and intentional care are deeply African traditions too. We’ve always had rituals. We’ve always known how to care for the soul through the body.
That’s the lens I bring to everything I create. I’m not here just to participate in trends. I’m here to offer a perspective—one that shows the depth, softness, and complexity of being African. My hope is that when people see my content, they don’t just see me—they see what’s possible when heritage meets healing. When tradition meets storytelling. When Africa tells her own story, on her own terms.”
CHIKA UWAZIE
@chikauwazie
SOUTH AFRICA
Ampiano music, a South African subgenre of house music, took the global stage when Tyla’s song “Water” inspired a Bacardi style dance challenge, generating over 1M TikTok videos.
CONGO
We must acknowledge the social activism from Congo (and Sudan as well). Users raise awareness about the ongoing violence using the hashtag #AllEyesOnCongo (and, respectively, #AllEyesOnSudan). On TikTok, these hashtags each have over 4,000 videos.
SOUTH SUDAN
“Being South Sudanese, we are often considered some of the darkest skinned people in the world, this has shaped more than how I present myself online- but why I do. Growing up it was super rare seeing anyone who looked like me in spaces I’m in now and being young, this discouraged me a lot almost making me hate the way I looked. Now I use those stories and feelings and turn them into something other young darkskin children can relate to and be inspired by. I understand the importance of seeing people who look like you in big spaces so I show up with intention.
South Sudan gained independence in 2011 making it the youngest country in the world. I think my country carries a lot of elegance, strenght and resilience, something we seem to lack in this country. We are witnessing a large representation in the fashion industry with South Sudanese models like Adut Akech, Ajak Deng and Anok Yai who embrace their dark skin and traditional features, they’ve helped shift beauty standards while using their voices to speak out on mental health, representation etc.”
NIDAL KABASHI
@nidalkabashi
SUDAN
“Sudanese people are often known for being some of the best storytellers and poets in East Africa. There’s a deep cultural tradition of expressing ourselves through words, music, and art it’s how we pass down our customs and stay connected to our identity.
Even now, with everything happening in Sudan, creative outlets have become a powerful way for Sudanese artists to hold onto a sense of self and share our stories with the world. You see it in musicians like Elmiene, Bas, and Alsarah, or visual artists like Khalid Albaih all using their platforms to reflect both the beauty and the pain of being Sudanese. Our creativity is how we stay rooted, even when everything else feels uncertain.
I feel a deep responsibility and honestly, a privilege when it comes to shaping how African creators and creativity are perceived globally. I’ve been in the influencer marketing space for 9 years, and throughout my career, I’ve made it a priority to advocate for African creators. Whether it's making sure they're being considered for major campaigns, compensated fairly, or simply showing up in spaces where they’ve historically been overlooked, that work is part of my day-to-day.
Being both behind the scenes and in front of the camera gives me a unique perspective. I know how much thought and effort goes into storytelling, and I also know how important visibility is. Outside of work, I make it a point to travel within the continent and share those experiences online from local markets to cultural celebrations because there’s so much beauty and richness across Africa that rarely gets spotlighted in global media.
For me, it's not just about representation for the sake of it it’s about showing the depth, creativity, and brilliance that’s always existed across the continent. And if I can play even a small part in amplifying that, I feel like I’m doing the work I’m meant to do.”
ESRAA ELZIN
@ezzyelzi
ETHIOPIA AND ERITREA
“My African background has definitely shaped the way I tell stories, I love being able to explore my heritage through food, and share Ethiopian recipes in new ways. I've incorporated this into many of my campaigns and these are always the most successful partnerships. I talk about food from across Africa and the diaspora too, I like to tell stories that are often overlooked and get people to think of African food and culture from an abundance view point. There is so much to learn and so much amazing food that people can try. I find that people gravitate towards these posts that I share where I provide context and how to's on super traditional dishes. But I also like to weave my culture into my everyday content, whether its the clothing I wear while cleaning the kitchen or the way I sprinkle Ethiopian Berbere spice on wings, I carry my culture everywhere I go-- Not just on holidays or special occasions.
I see it in everything, from hairstyles that are so similar to Ethiopian traditional styles to the way Ethiopian Jazz is everywhere. I'll scroll on Instagram and see a post that has nothing to do with Ethiopia and there's a classic Ethiopian jazz song in the backdrop. I love that people from every culture have an appreciation for the art. I think food is the next frontier, and I feel like we can see this happening with amazing chefs like Chef Kwame Onwauchi, or Chef Eric Adjepong or Chef Pierre Thiam who are creating restaurants and products that bring Africa to the world."
EDEN HAGOS
@edenthefoodie
SOMALIA
“My online persona is greatly influenced by my Somali heritage. We connect, educate, and inspire via storytelling, which is ingrained in our culture. I make an effort to represent it in my content by being authentic, community-oriented, and loyal to my origins. I always want to proudly reflect my culture, whether it be through modest dress or beauty, while also having fun and experimenting with trends in my own manner.
Somalia is definitely part of this African renaissance — even if it’s not always front and center. From our bold prints to the way we mix modesty with modern style, Somali culture influences a lot behind the scenes. You see it in the rise of modest fashion, the way Somali creators are owning their identity online, and even in how we tell stories. I try to reflect that in my own content — like this look I shared, which blends cultural elegance with a modern twist. We’re adding our voice to this global moment in a way that’s authentic and unapologetically ours.”
LULEY JEYLANI
@laced.journ
As many of the creators mentioned above, we, as Africans, take immense pride in sharing our stories and experiences with the world. The stories highlighted here represent just a small fraction of the narratives that still need to be told. We encourage you to continue exploring and learning more about Africa through the voices of other creators. To name a few:
- @tiwalowla - Nigeria
- @adeeowoseni - Nigeria
- @iamdodos - Nigeria
- @almachronicle
- @abxola
- @nicolechikwe - Nigeria
- @thetribeoflion - South African
- @thisthingcalledfashionn - Nigeria
- @swaggymo - Gambia & Senegal
- @ibbysow - Senegal
- @stacythiru - Kenya
- @alioune - Senegal
- @aisstadiallo - Guinea
- @enigivensunday - Nigerian
- @golloria - South Sudan
- @awuoi_matiop - South Sudan
- @queennyakimofficial - South Sudan
- @justinejoy - Democratic Republic of Congo & Kenya
- @itssucrepea - Nigeria
- @khalidhashi - Somalia
- @maysashems - Eritrea
- @_ohemaabonsu - Ghana
- @portiakay_ - Zimbabwe
- @sadgal85 - Somalia
- @lifeoftanyamarie - Congo
- @angwitacho - Cameroon
- @uniekue - Nigeria
- @nikkithot - Sudan
- @mena_adubea - Ghana
- @vanessa_gyimah - Ghana
- @crystalotv - Nigeria
- @tolaniav - Nigeria
- @aminacocoa
- @aliyahsinterlude - Sierra Leonne
- @maryam_adebisi - Nigeria
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