New opportunities are evolving in Africa, where the hair & beauty industry is booming like never before.

Africa represents a new challenging frontier for business, and it appears that hair & beauty is among the most promising industries with exceptional growth potential.
Hair & Beauty fairs are playing a fundamental role in this evolution of the African markets, improving quality and frequency in every corner of the continent.
One remarkable example is Perfora Expo Africa, an international trade fair for beauty products, hair, fragrances, and wellbeing.
As one of the most influential beauty, health, and fitness trade shows in Africa, it offers professional visitors the convenience of meeting exhibitors face-to-face over three days, for some serious business.

The next appointment is from November 4th – 7th at Congress Center, Skylight Hotel Addis Ababa, Ethiopia.

Perfora Expo Africa is organised with three pillars: 1. Expo and B2B; 2. Conferences / Seminars / Trend Shows; 3. Award Ceremonies and Special Programmes.
For the next edition in November 2022 over 120 exhibitors are expected to meet with over 4.000 trade buyers covering all the main sectors of beauty: Cosmetics & Skincare, Personal Care & Hygiene, Hair, Nails & Salon Supplies, Machinery, Packaging, Raw Materials & Contract Manufacturing, Fragrance Compounds and Finished Fragrance, SPA Equipment, and even Fitness.

The African Market
According to market research, the beauty industry in the Middle East and Africa was estimated at $27.1 billion in 2018. South Africa alone represented $4.5 billion; Nigeria and Kenya are second and third among sub-Saharan nations, with Kenya’s market totalling more than $320 million.

As a result, the outlook for the African cosmetics, beauty, and personal care products market is very positive for the coming years as there is so much room for it to grow and be at par with the Asian markets.

Hair care products represent an important 20% of products sold on the African market. The biggest spenders in this category are beauty salons and barbershops and women who use a wide range of these products.
Recent fashion trends have also increased the amount of spending by men in this category with the growing popularity of dreadlocks, Sporting Waves and ‘afro’ hairstyles which require more hair care and attention.

What are the reasons for the growing demand of hair & beauty products across Africa?

In today’s world, cosmetics have become a basic need. Everyone, including poor people, will go out of their way to enhance the way they look, feel and smell.

Cosmetics have become vital to self-esteem and largely determine how other people treat us and our ability to influence them.

It’s not a surprise that hair and Beauty care products are the fastest selling items in Africa after food! Besides the needs of modern Africans, another important element is Africa’s current population of roughly one billion people and is expected to rise to 2.3 million by 2050. That makes it the fastest-growing market in the world!

Africa is home to the youngest population in the world with more than half of its one billion people below the age of 20. What is more interesting is the presence of a large and growing fashion-conscious ‘middle class’ that is fuelling the demand.

African women now have more spending power. In modern society, women experience a greater burden and pressure to look beautiful. This is the main reason why hair products and extensions, skincare and make-up products are the largest and most lucrative segments of the global cosmetics market. Of course, these segments are targeted at female consumers.

More African women, especially in the middle class, now have more spending power. Higher education is allowing many middle-class African women to pursue promising careers. As a result, more African women have some extra income that gives them the spending power to ‘invest’ in the latest fashion trends – and a significant chunk of this spending goes to beauty and personal care products.

An opportunity for that is bound to last for a long time until the size of the African middle class continues to grow, and female spending power gets stronger.

Stay update on international trade fairs and the latest market news: follow Estetica Export on LinkedIn.