In 2008, Bernard Kingsley Annoh stood at a crossroads in Las Vegas, attending a cosmetics event, when an email delivered a blow that would change his life forever. The UK-based company he represented as a distributor in Nigeria had abruptly ended their agreement. Devastated but undeterred, Bernard heard a divine whisper in that moment of uncertainty: Why not start your own?That spark of inspiration ignited the birth of Black Secret, a brand that would grow from humble beginnings into a symbol of African beauty, resilience, and empowerment, proudly rooted in Accra, Ghana.
The Genesis: A Bold Beginning
With a vision to celebrate African beauty and authenticity, Bernard launched Black Secret Makeup in 2008, starting with just two products: a vibrant Timeless Shine Lipgloss and nourishing No.1 Facial Wipes. These initial offerings were more than cosmetics; they were a statement of cultural pride, crafted to honor the beauty of Black skin and the rich heritage of Ghana. Drawing on his entrepreneurial spirit, Bernard envisioned Black Secret as a brand that would empower beauty enthusiasts and entrepreneurs alike, creating opportunities where none existed before.
The early years were marked by bold moves. In 2010 and 2012, Black Secret hosted the Face of Black Secret pageants in Ghana, vibrant celebrations that showcased the brand’s commitment to uplifting women and redefining beauty standards. These events brought communities together, spotlighting local talent and fostering a sense of pride in Ghanaian identity. Black Secret was quickly becoming more than a makeup brand—it was a movement.
Trials and Triumphs
Like any pioneering journey, Black Secret faced its share of challenges. Expanding into the UK market was a dream realized, but the launch came with heavy investments and unforeseen setbacks, leading to the loss of the UK business. Debts piled up, and human resource challenges tested the company’s resilience. The global COVID-19 pandemic in 2020 struck another blow, disrupting operations and forcing Black Secret to pause and regroup.
Yet, Bernard’s unwavering determination kept the brand alive. For the past two years, Black Secret has been in a phase of rebuilding, emerging stronger and more focused. From its origins as Black Secret Makeup, the company has evolved into Black Secret International Limited, a 360° beauty brand with a growing product line that now includes lipgloss, pressed powders, facial wipes, and more. Each product is infused with natural ingredients like shea butter and celebrates Ghanaian heritage through vibrant packaging inspired by Kente cloth and Adinkra symbols.
A Vision Rooted in Ghana, Reaching the World
Based in Accra, Black Secret International is more than a business—it’s a testament to Bernard’s commitment to Ghana’s 24-hour economy and the global celebration of African beauty. The brand has earned recognition, including prestigious awards in 2024 for Ghanaian-Owned Beauty Brand, Product of the Year, Makeup Brand, and Beauty Brand of the Year. These accolades reflect Black Secret’s growing influence and the trust it has built among beauty-conscious consumers who value authenticity, sustainability, and quality.
Black Secret’s mission goes beyond cosmetics. Through initiatives like the Black Secret Cares Foundation and the Young Woman Entrepreneur Series, the brand empowers young women in Ghana, providing mentorship, training, and opportunities to thrive in the beauty and business industries. Partnerships with local businesses, media, and initiatives like the 24-Hour Economy Secretariat amplify this impact, fostering economic growth and community development.
Weaving a Legacy of Empowerment
The Black Secret story is one of resilience, faith, and transformation. From a single moment of loss in 2008, Bernard wove a vision that celebrates African beauty, empowers communities, and inspires the world. The brand’s mantra, Weave Your beauty , reflects its ethos—drawing from the intricate patterns of Kente to remind every customer that their beauty is unique, powerful, and timeless.
As Black Secret International continues to grow, it carries forward Bernard’s original spark: to create a legacy that not only enhances outer beauty but also uplifts the spirit, empowers the next generation, and proudly showcases Ghana on the global stage. From Accra to the world, Black Secret is more than a brand—it’s a story of triumph, rooted in culture and built on the courage to dream.
