Ghana must take advantage of its strategic location to become the hub of beauty and cosmetics products in Africa, the Director of ACE Events, Mr Praveen Singh, has said.
According to him, Ghana spent more than $8 million on the import of beauty and cosmetics that could be retained in the country if it made efforts to produce such products locally.
Speaking at the opening of the 10th edition of the Beauty, Cosmetics and Wellness West Africa – The Legacy Expo 2026 in Accra on Wednesday, he said Ghana was strategically placed to manufacture beauty and cosmetic products locally.
The three-day event is being organised by ACE Group in partnership with Makeup Ghana. Exhibitors and hosted buyers are expected to conduct more than 400 pre-arranged business-to-business (B2B) meetings, leading to numerous partnerships, distribution agreements and commercial contracts.
He indicated that Ghana’s position as a gateway to the regional market presented significant opportunities for international manufacturers, suppliers and investors in the beauty, cosmetics and personal care industry.
Mr Singh added that growing trade flows between Ghana and other countries, supported by trade partnerships, highlight the business potential available to manufacturers, distributors, retailers and investors.
“The beauty and personal care industry across Africa is witnessing remarkable growth, driven by a young population, increasing urbanisation, rising disposable incomes, and growing consumer awareness regarding personal grooming, skincare, wellness and premium beauty products,” Mr Singh stated.
“Ghana stands at the centre of this transformation, serving as a strategic gateway to the ECOWAS region and a consumer market of more than 400 million people. Imports of cosmetics, perfumes, skincare, haircare and personal care products continue to grow steadily, with monthly imports of beauty and cosmetic products regularly exceeding $8 million, demonstrating strong market demand and consumption,” he added.
Although Ghana’s beauty, cosmetics and personal care sector remained largely import-driven, the country serves as a strategic gateway to the Economic Community of West African States (ECOWAS) region, which has a consumer market of more than 400 million people.
Ghana has been identified as a major contributor to the transformation of Africa’s beauty and personal care industry, with monthly imports of beauty and cosmetic products exceeding $8 million.
Mr Singh further noted that the Beauty Cosmetics and Wellness West Africa Host Buyer Programme, launched during the Ghana Beauty Awards 2025, has become one of the largest and most impactful buyer-seller networking initiatives in Africa’s beauty industry.
He said the expo provides a platform for professionals in the beauty, cosmetics and personal care sector from Ghana and across the world to explore new opportunities, establish partnerships and expand their business footprint across the continent.
Mr Singh, therefore, urged participants to strengthen trade relations, encourage investment, empower entrepreneurs, and showcase the talent and innovation that exist within the beauty, cosmetics and personal care industry.
BY AGNES OWUSU
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