Founder of Beauty in the Motherland (BITML), Beatrice Nnadili Eneh, has called on African beauty and personal care brands to take a more proactive role in building an industry capable of competing globally. Ahead of CANEX WKND 2026, scheduled for November 5 to 8 in Lagos, Eneh urged emerging and established beauty brands to seize opportunities presented by the continental gathering. This would enable them to build partnerships, attract investors, and strengthen their presence in regional and international markets.
Eneh emphasized that the future of Africa's beauty industry would depend not only on government policies and financial support but also on the willingness of entrepreneurs and established brands to lead industry transformation. African beauty businesses must begin to see themselves as drivers of manufacturing, innovation, and economic development rather than operators confined to small-scale retail and personal services. This shift in mindset is crucial for the industry's growth and development.
According to Eneh's industry assessment, Africa's beauty and personal care market is currently estimated at $66 billion, with Nigeria accounting for approximately $10.3 billion. She believes the industry has the capacity to exceed $100 billion within five years if businesses, investors, and institutions work collectively to address existing structural challenges. This ambitious goal requires a concerted effort from all stakeholders.
The entrepreneur said the Beauty in the Motherland pavilion at CANEX WKND 2026 would provide an opportunity for international investors, industry leaders, and brands to explore the commercial potential of the sector. She encouraged beauty brands to approach the event with a long-term perspective, prioritizing strategic alliances, local production, market expansion, and sustainable business development. This would enable them to capitalize on the vast opportunities in the industry.
Eneh lamented that despite the commercial opportunities across skincare, haircare, cosmetics, aesthetics, manufacturing, and professional services, beauty entrepreneurs continue to face misconceptions about the economic value of their businesses. She emphasized that changing these perceptions would require stronger business structures, measurable impact, and greater collaboration among entrepreneurs, investors, and industry organizations. This would help to promote a more positive narrative about the industry.
Eneh drew inspiration from First Lady Senator Oluremi Tinubu's message on paying attention to the "little things," noting that the transformation of Africa's economy could begin with businesses that are often overlooked. She increased her investment support from 24 to 72 entrepreneurs, demonstrating her commitment to enterprise development. This move reflects her determination to drive growth and development in the industry.
Eneh, also the Chief Executive Officer of Nectar Beauty Hub, founded Beauty in the Motherland to address gaps in industry visibility, investment opportunities, business collaboration, and market access. The initiative held its fourth edition in Lagos in October 2026, attracting beauty entrepreneurs, manufacturers, exhibitors, and industry stakeholders. She said the platform would continue to support entrepreneurs while encouraging African beauty brands to develop the capacity, partnerships, and long-term strategies necessary to compete internationally.
Key points
- African beauty and personal care market estimated at $66 billion.
- Industry has potential to exceed $100 billion within five years.
- Beauty brands must demonstrate visionary leadership and invest in innovation.
