By Kingsley Adegboye

The 2025 edition of the Beauty West Africa Exhibition is generating excitement across the beauty and cosmetics sector, as organisers have announced record participation, a stronger international presence, and growing opportunities for Nigerian brands. The exhibition, which opened on Tuesday November 25 to Thursday November 27 at the Landmark Event Centre, Lagos, features exhibitors from more than 50 countries.

According to Brad Smith, Trade Director at Trade Show Organisers Nigeria Limited, this year’s edition is the biggest in the history of the event as the four halls of the Landmark Centre are fully occupied, with over 300 global and local brands showcasing new products, technologies, and beauty solutions. Smith explained that the exhibition has become the largest beauty event in Africa, attracting visitors from across Nigeria, ECOWAS countries, and the wider sub-Saharan region.

According to him, “This year is incredibly exciting. It’s the biggest Beauty West Africa that we’ve ever done. We filled all four halls of the Landmark Centre, a record number of exhibitors, and there’ll be a record number of visitors, not just from Nigeria, but from the whole of the ECOWAS, sub-Sahara and Africa.”

He said the exhibition has become Africa’s largest beauty marketplace, connecting international manufacturers directly with African buyers who are looking for the newest and most innovative products.

Smith explained, “They’re all here from around the world, from 40 to 50 countries globally. They’re here to meet the biggest importers, distributors, and retailers of beauty products in African market as they look to expand into such a growing opportunity.”

He emphasised that exhibitors are introducing products not previously seen on the continent.

“All of our exhibitors here are delivering exciting new products that are yet to be seen on the African continent. It’s the key platform for brands and buyers to network, strike deals, and bring prices down by dealing directly with manufacturers.”

On the economic value of the exhibition, Smith highlighted how direct engagement between local distributors and global producers is improving affordability and strengthening the Nigerian economy.

“With the economy, the brands coming here are looking to buy exciting products that will sell into the market, but they also want the best value. Being here and dealing directly with the manufacturer allows them to negotiate the best prices and bring the best products into the market. That benefits consumers down the line.

“We have the conference as a component of the show, and it is there to address everything within the African beauty industry. From a local brand perspective, we want to look at the challenges and barriers they face and how we, as an exhibition, can help break those barriers down. For local brands to be here and get exposure to leading importers and distributors opens up opportunities for them to expand across the economy.”

Local exhibitors say the event is giving them visibility, access, and growth opportunities. Paula Obihnwabuikwu, CEO of C&C Ferdinand & Devine Ltd, said her company looks forward to the exhibition every year.

“We come every year to showcase what we’ve got—100% original cosmetics. We’ve been standing for 23 years and still maintain our standard. This has helped us fit into the competition in the industry.”

She noted that the exhibition is helping them reach customers across Lagos who are unable to visit their Trade Fair complex base.

“There are people who cannot reach us because of our location. Being here allows them to come and get what they want. We’re like being on their beck and call.”

Prashant Dagar, International Business Development Manager at Icona London Nigeria Limited, said the brand’s global reach is helping it expand strongly across Africa.

“Our office is registered in the UK, our Rona Star brand is in the US, and we have our head office in Dubai. We have been working for around 50 years in this industry.”

He added that Nigeria is central to their African business operations:

“We were here last year to promote our business, and we are already working in Ghana, Kenya, Uganda, Zambia, Liberia, Sierra Leone. Mostly, we focus on perfumes, odes, deodorants and cosmetics.”

According to him, Icona London prioritises trust and quality across all its markets:

“Cosmetics we carefully make in India. We trust our products because our community is strong in 58–59 countries.”