Why West Africa?

$5.28 bn

Beauty market size in
2026 from $4.2bn in 2021 


CAGR with Accelerating


Estimated YOY growth


  • Consumer preferences are shifting
    towards natural and organic products
  • Cultural identity plays a significant
    role in shaping beauty standards.

Market Growth Factors

  • Growing middle class, urbanization
  • The rise of e-commerce.


Major Product Segments





Make up





By Countries

Population : 220 million and forecast to be over 260 million by 2030
Annual population growth rate: 2.6%
GDP (2021): US$441 billion (₦203 trillion)
Economy growth rate forecast: 3.2% (2022-2024)

Nigeria's Beauty Market

  • Was worth over US$2.2 billion (₦1.034 trillion) in 2021.
  • Forecast to see annual growth of 16.48% (CAGR 2023-2027).
  • Beauty sector has seen 14.5% annual growth in retail sales from 2020 - 2021, with hair care increasing by 17%.
  • Mass beauty/personal care is worth more than US$1 billion ((₦470 billion) accounting for more than 45% of Nigeria’s total beauty sector (2021).
  • Skincare is worth around US$280 million (₦128 billion) (2021).



Ghanaian Beauty Market

  • Forecast to reach US$29.3 million (GH₵355 million) in 2023.
  • Midterm forecast is for an annual revenue growth rate of over 12% (CAGR 2023-2027) making the market worth US$46.2 million (GH₵562 million) by 2027.
  • Personal care sector could be worth US$70.0 million (GH₵853 million) in Ghana in 2023.
  • The forecast annual growth rate of 11.7% (CAGR 2023-2027) could take the market value to US$109 million (GH₵1.4 billion) by 2027.
Population – 33 million and forecast to reach 38 million by 2030
Annual population growth rate: 2.19%
GDP (2021): US$78 billion (GH₵951 billion)
Economy growth rate forecast: 5.4% (2021)

Traditional Markets

  • largest importers of goods from
    across the world
  • Two of Nigeria’s largest beauty markets
    – BBA and Oke Arin – are only a 45-minute drive from the exhibition venue

Malls & Retail Outlets

  • There is an increasing presence of these, similar to
    those in global shopping hot spots like London, New York & Dubai.
  • BWA hosts all the buyers from major retailers including; Casa Bella, Kuddy Cometics, Essenza, Montaigne Place, Persiana’s etc…



With opportunities for innovation and expanding product offerings, the future outlook for the West African beauty market is very promising.

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