In Dakar, a new generation of content creators is making its mark on TikTok, Instagram, and YouTube. Makeup tutorials, everyday vlogs, workout sessions filmed on the Corniche: their visibility relies heavily on their image. Behind each polished video, however, lies a less glamorous reality: filming in the heat, short nights, and a hectic pace. To cope, many rely on a simple routine focused on skincare and fitness.

Skin ready for the camera

When facing the camera, skin is the first thing people notice. In Senegal’s climate, it’s put to the test: intense sun, humidity, dust during the Harmattan wind, not to mention makeup applied and removed several times a week. The trend, therefore, is a return to basics: gentle cleansing, appropriate hydration, and daily sun protection, even for darker skin tones.

Finding authentic products is another matter. Local shops are filling this need, such as Sen’Garmi, an online cosmetics store in Senegal that offers dermo-cosmetic brands like CeraVe, La Roche-Posay, and Avène, as well as a wide selection of Korean beauty products, which are very popular in skincare routines shared on social media. Orders are confirmed via WhatsApp and paid for upon delivery. A free skin analysis also allows customers to leave with a personalized skincare routine tailored to their skin type.

Energy, the lifeblood of war

Creating content is also a marathon: writing, filming, editing, responding to comments. To maintain their energy levels, exercise has become a regular part of many creators’ schedules, whether it’s weight training, running, or outdoor group workouts. Some add supplements to support their training: protein for recovery, creatine for intense efforts, and vitamins for busy periods.

Here again, the question of trust arises. Garmifit, a sports nutrition specialist in Senegal , sources its products from European distributors for brands like OstroVit and Activlab, and stores them in a climate-controlled environment. Orders are payable upon delivery, with delivery times of a few hours in Dakar and 24 to 48 hours in the rest of the country.

Well-being, a content in its own right

Beauty and fitness routines aren’t staying in the background anymore; they’re becoming popular formats in their own right. “Get ready with me” videos, before-and-after workouts, product reviews: audiences appreciate this behind-the-scenes look, provided it remains genuine. Recommending only what you actually use is still the best way to maintain your community’s trust.

Enfin, un rappel s’impose : aucun produit ne remplace une alimentation équilibrée, un sommeil suffisant et, en cas de doute, l’avis d’un professionnel de santé. La notoriété se construit à l’écran, mais le bien-être se construit hors champ.