Beauty West Africa: Experts call for industry standards

The vibrant beauty and cosmetics industry in Nigeria took centre stage as the 7th edition of Beauty West Africa opened on November 26, 2024, at the Landmark Centre, Victoria Island, Lagos. The event, regarded as the largest beauty trade show in Africa, attracted over 300 exhibitors from across the globe and witnessed record-breaking attendance over its three-day run.

Amid the glamour and product showcases, industry experts called attention to the critical need for standardization to propel the sector to greater heights.

Founder of Beauty in Lagos, Ezinne Alfa, said the industry’s untapped potential, lamenting that the absence of stringent standards has hindered growth.

“Despite the beauty industry in Nigeria and West Africa approaching $9.7 billion valuation, the lack of standards is stalling its growth. By working closely with regulatory bodies like the Standards Organisation of Nigeria (SON) and the National Agency for Food and Drug Administration and Control (NAFDAC), we can create a safer market for business owners and consumers alike. Last year, we had a keynote from the DG of Standard Organisation of Nigeria and a discussion on that led them to establish National Technical Beauty Care Services. What we’ve noticed is the beauty sector has often been overlooked and I’m glad the exhibition will help revive it and build the momentum we know that we have. Shows like this are very important because it’s a once-in-a-year opportunity for stakeholders in the business to gather, share ideas and engage in several discussions,” Alfa said.

Beauty West Africa spotlighted collaborations between local and international stakeholders, with exhibitors leveraging Nigeria’s position as Africa’s largest economy to expand their reach. One notable participant, Malaysian Palm Oil Company, represented by Regional Manager Theventharan Batumalai, spoke on Nigeria’s strategic importance.

“Palm oil is a critical raw material in the production of soaps and other cosmetic products. Nigeria’s vast market makes it an indispensable partner for the global beauty industry,” Batumalai remarked.

Egyptian companies also had a strong presence at the exhibition, with their Expo Consultant, Ramy Ahmed, expressing optimism about trade relations between Nigeria and Egypt. “This exhibition provides a platform to strengthen the trade relationship between Egypt and Nigeria, opening new opportunities for both nations’ industries,” Ahmed stated.

Beauty West Africa also featured a keynote speech by Ifeanyi Chukwunonso Okeke, Director-General of SON, who underscored the importance of public-private collaboration in standardizing Nigeria’s beauty industry. Okeke’s speech set the tone for discussions on how Nigerian SMEs in the beauty space could leverage international partnerships to enhance quality and competitiveness.

Large delegations from countries including China, Turkey, Pakistan, Korea, Malaysia, and Egypt showcased their products alongside Nigerian and West African SMEs, underlining the international appeal of the event.

This year’s edition of Beauty West Africa also marked the inauguration of the Beauty West Africa Leaders Club, an initiative aimed at fostering leadership and collaboration within the industry.