Towards shaping the future of the African beauty industry while placing its innovators firmly in the global spotlight, Africa’s landmark beauty event, Beauty in the Motherland is set for its third edition.

The three-day event, which is billed to hold at the Eko Hotel Convention Centre in Lagos, Nigeria from September 30 to October 2, 2025 will bring together beauty enthusiasts, entrepreneurs, and industry experts from across Africa.

According to the organisers, the event is more than just an exhibition, as Beauty in the Motherland has become a hub for collaboration, networking, and growth. “Throughout the three-day event, industry leaders will chair panel sessions designed to inspire and equip both aspiring and established beauty entrepreneurs. Attendees will have access to mentorship, knowledge-sharing, and practical strategies for scaling businesses across Africa and internationally.”

The organisers also disclosed that they have encouraged brand owners to come with openness, curiosity, and boldness, ready to pitch to investors, connect with potential customers, and position themselves for sponsorships, partnerships, and grants. “Collaboration is one of the driving forces behind industry growth, and Beauty in the Motherland 2025 aims to serve as the portal where such connections are built. By creating a space for African-owned brands to interact and share ideas, the event is fostering a culture of collective advancement,” they said. Adding that the event will also feature exhibitions from African and international beauty brands, providing a platform for exposure, customer engagement, and investor interest.

Last year, more than one billion naira in transactions were recorded across point-of-sale terminals during the event, a figure that demonstrates the immense business potential and visibility it offers. This year, organisers project over 35,000 attendees across the three days, making the event one of the largest gatherings of beauty professionals and enthusiasts in Africa.