Pakistani firms showcase beauty products at West Africa expo eyeing trade deals

• Pakistan’s participation comes at a time when Africa’s beauty, personal care market is projected to reach $69 billion in 2025
• Islamabad has intensified its diplomatic, economic engagement with African nations under ‘Engage Africa’ policy in recent years

KARACHI: Nearly 20 Pakistani companies have showcased a range of beauty and personal care products at the Beauty West Africa Exhibition in Nigeria, the commerce ministry said on Thursday, in a bid to trade deals.

The eighth edition of the Beauty West Africa Exhibition, one of the largest annual cosmetics and personal care trade shows in the continent, is being held in Nigeria’s Lagos city on Nov. 25-27.

It brings together international and regional players to showcase beauty, skincare, haircare and wellness products, offering companies a major platform to enter or expand in the fast-growing West African market and build new trade partnerships.

Rana Ihsaan Afzal Khan, coordinator to Pakistan’s prime minister on commerce, inaugurated the Pakistan Pavilion, organized by the Trade Development Authority of Pakistan, at the Nigeria beauty expo.

“In addition to the TDAP-supported exhibitors, several independent Pakistani companies are also participating, reflecting the growing interest of Pakistan’s private sector in the African market,” the Pakistani commerce ministry said in a statement.

Pakistan’s participation in the expo comes at a time when Africa’s beauty and personal care market is projected to reach $69.53 billion in 2025, driven by rising urbanization, youth demographics, and shifting consumer preferences toward natural and eco-friendly products. Nigeria’s rapidly expanding e-commerce market, expected to generate $439.77 million in 2025 in online beauty sales, also presents growing opportunities for cross-border trade, according to the Pakistani commerce ministry.

A networking dinner was also hosted for Pakistani exhibitors, with participation of officials from Nigeria’s National Agency for Food and Drug Administration and Control and the banking sector, to address regulatory challenges and encourage business-to-business (B2B) engagement. Nigerian stakeholders briefed the visiting companies on regulatory requirements for importing cosmetics, product registration processes, compliance standards, and banking procedures— providing

Pakistani businesses with valuable insights into the local market’s operational landscape.

Pakistan has also intensified its diplomatic and economic engagement with African nations under its “Engage Africa” policy in recent years, leading to the opening of new diplomatic missions across the continent to increase trade.

Earlier in the day, Khan held a bilateral meeting with Aisha Rimi, executive secretary of the Nigerian Investment Promotion Commission (NIPC).

“The discussion focused on Nigeria’s investment landscape and the potential for enhanced Pakistani participation in sectors such as manufacturing, agro-processing, IT services, and logistics,” the Pakistani commerce ministry said.

“Both sides also explored strengthening institutional cooperation between NIPC and Pakistan’s Special Investment Facilitation Council (SIFC) to improve information-sharing, streamline procedures, and facilitate investor outreach.”