Beauty West Africa 2024, one of Africa’s largest trade shows for the beauty industry, is set to feature a prominent presence from China. Over 50 Chinese companies, showcasing thousands of beauty and personal care products, will be part of two special pavilions at the event, taking place at the Landmark Centre in Lagos from November 26th to 28th.
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This delegation from China marks a significant step in enhancing trade relations between the two countries, particularly in the booming beauty sector. With the Nigerian market valued at $57 million in beauty trade with China, the event is expected to provide a major boost to the industry. The exhibition will feature products many African consumers are encountering for the first time.

“We are delighted to be back at BWA 2024, for what is going to be the biggest event yet! We are excited to meet and network with the key decision-makers across the thriving African beauty industry,” said Michelle, Operations Manager at Shanghai Maotong International Exhibition Co. Ltd., a returning exhibitor.
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In addition to China, other countries sending sizable delegations include Turkey, Pakistan, Korea, Egypt, and Malaysia, with strong representation from India, Europe, the Middle East, and South America. Beauty West Africa is also set to highlight SMEs from Nigeria and West Africa, cementing its place as the must-attend event for anyone involved in the beauty and haircare sector.

The show will also put a spotlight on SMEs from Nigeria and West Africa, making Beauty West Africa the must-attend event of the year for anyone working in the beauty and haircare sector.

Beauty West Africa is organised by BtoB Events. Group Exhibition Manager Ken Baber regards the international exhibitors as a hugely important element of the show, helping to bring in an anticipated 5,500 visitors to meet more than 300 local and international exhibitors over the event’s three days, from November 26th to 28th.
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As he explains: “Nigeria imported around $287 million worth of cosmetics, perfumes, toiletries and essential oils from around the world in 2023 , Around $48.6 million or 16% of this was from China  with soaps accounting for a further $8.9 million ,

“China also supplies what are described as mixtures of odoriferous substances worth $13.5 million as ingredients for use in manufacturing beauty and personal care products in Nigeria , so you can see how important a trade event like ours is to help boost the Nigerian economy.”

A breakdown of the beauty and personal care products imported from China into Nigeria in 2023 shows that the largest value sub-category is beauty/make-up preparations, including skin care preparations, accounting for $21.4 million of the imports from China. Hair care products totalled $5.4 million, while shaving products, depilatories and deodorants were worth $4.3 million.  Perfumes contributed $735,000  and oral and dental hygiene products amounted to $2.8 million .
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“We are delighted that China continues to want to have a vital presence at the show,” continues Mr Baber. “Like all our international exhibitors, China’s businesses are looking to build business relationships with local distributors and retailers and establish new partnerships across West Africa to the benefit of enterprises, beauty and hair professionals, and ultimately consumers.”

Besides meeting with the vast array of exhibitors at Beauty West Africa, visitors will be able to attend the Beauty West Africa Conference running alongside the Exhibition, watch seminars and demonstrations on the latest styling techniques, and have hands on experience of using products.
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