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Why West Africa?

West Africa’s beauty and personal care industry is growing rapidly, fuelled by urbanisation, a youthful population, and rising disposable incomes. The region offers a unique opportunity for international and local brands to connect with millions of consumers seeking innovative and affordable products.

The Beauty & Personal Care market in Africa is projected to reach US $69.53 billion in 2025

CAGR of 4.68% (2025–2030)

West Africa alone is forecast to reach around US $16 billion by 2028, making it one of the continent’s most dynamic sub-regions
 
 
 
 

Trends

  • Demand for natural, organic, and eco-friendly products continues to rise, reflecting consumer awareness around health and sustainability.
  • E-commerce is transforming the way beauty products are sold, with Nigeria alone projected to see online beauty sales of US $439.77 million in 2025, growing at 15.7% annually through 2030.
 
 
 
 

Market Growth Factors

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

Major Product Segments

Haircare

valued at US $1.46 billion

Skincare

$2.52 Billion

Cosmetics

$1.88 Billion

Fragrances

$9 Billion

Nail care

$287 Million

 

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

  • Nigeria is West Africa’s largest beauty market, valued at US $10.17 billion in 2025.
  • Personal care alone accounts for US $4.82 billion, while cosmetics, skincare, and fragrances remain key drivers.
  • E-commerce is a powerful growth channel, with over 21 million users expected by 2030 in beauty & personal care online shopping.
  • The shift towards locally made, natural and culturally inspired products is accelerating, supported by younger consumers and influencer-led marketing.
 

Ghanaian Beauty Market

  • Ghana’s beauty and personal care market will reach US $2.0 billion in 2025, growing at 3.8% CAGR (2025–2030).
  • Personal care is the largest category, valued at US $937 million.
  • Demand for organic and sustainable products is rising, supported by higher household disposable income per capita (US $2,000 in 2025).
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)
 

Togo and Francophone West Africa

Togo and neighbouring Francophone markets (Benin, Côte d’Ivoire, Senegal) are smaller but increasingly important import hubs.

Togo exported US $83 million worth of perfumery, cosmetic and toiletry products in 2023, including US $80 million in skincare and make-up preparations.

Francophone West Africa is expected to gain share of total regional imports, particularly in wigs, hairpieces, and haircare products.

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…
 
 
 
 

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…
 

Growth Opportunities

West Africa’s beauty market is booming, with rapid growth in haircare, skincare, and e-commerce. A young, trend-driven consumer base makes this the perfect time for global brands to enter and grow.

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