Beauty West Africa 2018 And Participation Of Pakistan

Rizwana Aizde


Beauty West Africa is the only business to business exhibition across West Africa for beauty professionals and companies dealing in cosmetics, personal care, beauty care instruments and personal grooming etc.  Beauty West Africa 2018 was a great achievement with over 2,800 visitors and 100 exhibitors showcasing the world of beauty to the West African market. The exhibition was organized by BtoB events and after this successful exhibition, they have announced the time frame for the 2019 exhibition as well with a premier exhibition venue (Nigeria). The selection of Nigeria is due to some potential area of this country regarding the beauty industry, with a population of more than 198 Million people has a huge market in the beauty industry. It is claimed that the estimated size of the market is over $ 3 billion and the same primarily relies on imports.

Beauty West Africa is the perfect platform for companies from all over the world to meet and do business with West Africa’s largest importers, distributors, retailers and other stakeholders across the billion-dollar beauty sector. The exhibitors showcased the latest products across makeup, hair care, skin care, perfumes and fragrances, spa and professional equipment and more to thousands of visitors in attendance.

In line with the Look Africa component of the Emerging Pakistan initiative of Ministry of Commerce and guidance of Trade Development Authority of Pakistan, marketing efforts of Commercial Section Lagos bore fruit and five Pakistani companies agreed to participate in the first Beauty West Africa Trade Fair, scheduled from 21 – 23 November, Landmark Centre, Victoria Island, Lagos, Nigeria. The companies are M/s Hilal Care, M/s Olivia, M/s Skin Care, M/s Anfords and M/s Zuni Cosmetics. All companies are maintaining very well decorated stalls. One of them is exhibiting goods in a huge booth of 36 SQM which is the biggest in the entire exhibition.

The participation of these companies will help to attract the other members of the beauty industry for the economic contribution of the country. This type of private-public partnership will surely build confidence among the business community. The government has extended assistance in quick processing of visas, logistic support, arranging B2Bs, market surveys, sharing details of importers/distributors and comfortable stay of all delegates etc. All the companies were surprised to see the size of the market and available opportunities for claiming a share in the market.


The representation of five companies from Pakistan in the west beauty exhibition is a good step and a step towards the better export in this field. As in the present scenario, the cosmetic and beauty industry has taken a huge boost. Exploring the new markets by participating in such events will surely help the trickling economy of the country. The government should encourage the companies by removing the bureaucratic hitches and making rational policy for international participation.

As BtoB has announced the date of next year exhibition, the government should also gear up all the possible platforms here in the country to get the best in the next year exhibition. The sound preparation on the governmental end and encouraging the local manufacturer for showcasing their business will surely help to bring the best economic condition in this country.

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