Pakistani Beauty Brands Rebook, Rate 10/10 at Africa’s Largest Cosmetics Expo
Nearly 20 Pakistani companies exhibited at the 8th edition of Beauty West Africa in Lagos, Nigeria this past November — one of the continent’s largest cosmetics and personal care trade shows. The Pakistan Pavilion was organized by the Trade Development Authority of Pakistan (TDAP) and inaugurated by Rana Ihsaan Afzal Khan, Coordinator to the Prime Minister on Commerce. A growing number of independently participating Pakistani firms also took part, reflecting the private sector’s rising interest in the African market.
Past participants from Pakistan: The 2025 edition featured a strong representation of Pakistani beauty, cosmetics, personal care, and related businesses, including Rivaj, Stancos Private Limited, Reet Corp, Beauty Icon International Pakistan, Aziza Cosmetics, The Looks (Pvt) Ltd., Goree, Elmore, Biocos, Hemani, Nisa, Nexton Baby, Crystolite Pharmaceuticals, Golden Star, Montis, Maya Cosmetics, Nimir, Perfect Aerosol Industries (Pvt.) Ltd., Whiz Laboratories, and Rafaq Cos-ceuticals.
The opportunity: Africa’s beauty and personal care market is projected to reach $69.5 billion in 2025, with Nigeria’s online beauty sales alone expected to hit $439.7 million, driven by a young, fast-growing consumer base and rising urbanization.
The results, in exporters’ own words:
“Nigerian buyers truly appreciate Pakistani products, both in quality and value. The cosmetic industry here is valued at USD 11.9 billion, growing at 11.2 percent annually.”
— Dr. Afsheen Arshad, Director, Montis (Pvt.) Ltd — rated the exhibition 10/10“We met genuine importers and distributors who even invited us to visit their facilities. Based on our results, we’ve decided to rebook our stand immediately.”
— Muhammad Ahmed Sarwana, CEO, Sam Business Organization“Pakistani companies should strongly consider this exhibition — buyers from 54 countries attend, and the interest in Pakistani quality and packaging is very strong.”
— Zulqarnain, Head of Exports, Stancos — first-time exhibitor, rated 10/10
Backed by government-to-government engagement: Beyond the exhibition floor, a networking dinner brought Pakistani exhibitors together with officials from Nigeria’s food and drug regulator (NAFDAC) and the banking sector. The session walked exhibitors through product registration, compliance standards, and payment procedures — the practical groundwork that turns a first meeting into a lasting distributor relationship.
Pakistan’s Coordinator on Commerce also held separate bilateral talks with senior Nigerian trade officials, focused on resolving market access constraints and improving logistical and financial facilitation for businesses on both sides. Officials in these discussions included:
- Aisha Rimi, Executive Director, Nigeria Investment Promotion Commission (NIPC)
- Nonye Ayeni, Executive Director, Nigeria Export Promotion Council (NEPC)
- Ambassador Nura Abba Rimi, Federal Ministry of Industry, Trade and Investment (FMITI)
This level of engagement is part of a broader push. Pakistan has expanded its diplomatic and economic presence across Africa in recent years under its “Engage Africa” policy, opening new missions on the continent specifically to grow trade ties. The beauty and personal care sector is now a clear beneficiary of that strategy.
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What’s next:
Beauty West Africa is taking place from 24–26 November 2026 at Lagos’s Landmark Centre, bringing together the global beauty & cosmetics industry under one roof. Pakistani exporters can leverage this opportunity to access international buyers and expand into high-value markets by participating in the Pakistan Pavilion at subsidized rates, in collaboration with TDAP. For more information and participation details, contact us today.