BWAEC 2025 Celebrates Africa’s Growing Beauty Industry

Esther Oluku

In a celebration of resilience and entrepreneurial progress, over 50 countries from around the world converged in Lagos, Nigeria, for the Beauty West Africa Exhibition and Conference (BWAEC) 2025.

The exhibition which opened on November 5 and closed on November 27 at the Landmark Event Centre, Lagos, garnered entrepreneurs from around the world to showcase innovation, creativity and growth within Nigeria’s growing cosmetics and beauty industry.

Trade Director, Trade Show Organisers Nigeria Limited, Brad Smith, said this year marks a major milestone for the industry explaining that this year’s edition was one of the most phenomenal yet as it presented a platform to connect businesses within the beauty and cosmetics industry with each other.

“The 2025 Exhibition and Conference addresses challenges in the African beauty industry and how we can help break down barriers. It is an opportunity for local brands to get exposure to leading importers and distributors and it opens opportunities for them to expand across the local economy.

“From a local importer’s perspective, they want the best value. Being here and dealing directly with the manufacturer gives them the opportunity to negotiate the best prices and bring in the best products. That benefits consumers with better prices and better value,” he said.

Chairman, Gideon Clay Cosmetics and distributors of Storm Body Spray, Storm Elixir and Guardian Diffusers, Alex Okonkwo, noted that his partnership with the Turkish manufacturer is already yielding results as Nigeria remains a prime market for international brands.

“I’m in discussions with them about building a body spray factory in Nigeria. They are looking at all the requirements, and in the next two to three years we should be producing here,” he revealed.
He added that the exhibition has also boosted his company’s visibility.

“This is my third year here. It has given us more awareness. People come here, see what we are doing, make enquiries, and get to know the brand better,” he said.

Another international exhibitor, Sejoba Rahman Bukhari, Marketing Manager at Viz Pharmaceuticals in Pakistan, said the company is in Nigeria to explore new markets for its dermatological products.

“We are one of the top five dermatological companies in Pakistan. We have face washes, shampoos, sunblocks, serums, and nutraceuticals like glutathione and collagen,” he said.
Bukhari added that they are searching for local partners.

“Yes, we are looking for a strong partnership or a distributor here. Nigeria is a big market and our colleagues who have been here say this is a good area to expand,” he explained.

Chief Executive Officer, C&C Ferdinand & Devine Ltd, Paula Obihnwabuikwu, said her company, which has been in the industry for 23 years, attends the BWAEC every year to maintain its presence as a thought leader within the industry.

Speaking on the success of this year’s event, Smith said: “The show has doubled in size in one year. The opportunities for the beauty industry in Africa are massive—and we’re helping to unlock them.”