Makeup Ghana, a professional body advocating for the development of the beauty and wellness industry in Ghana, in collaboration with the University of Ghana College of Humanities, has launched the first-ever report to address challenges that have stalled the industry. The report, which seeks to sanitize the operations of practitioners and build their capacity, is expected to bring new reforms to the sector. The Ghana Beauty and Wellness Report 2026, the first comprehensive, evidence-based national study of the sector, was launched at the 10th Ghana Beauty Awards in November 2026.
The report answers long-unanswered questions such as who buys, what they pay, who sells, who trains, who regulates, and what it would take for the industry to employ more young people and earn more for Ghana. It was commissioned by Makeup Ghana, marking its tenth year, and produced by an independent steering committee chaired by Professor Sheena Lovia Boateng of the University of Ghana Business School. The evidence rests on 1,250 face-to-face consumer surveys across ten regions in October 2026, fifty in-depth interviews, and submissions from 27 institutions.
The report highlights that demand for beauty services is strong and growing, with 86% of buyers saying they spend more on beauty than five years ago, and 94% expecting to spend the same or more in the future. Hairdressing dominates spending, and three-quarters of buyers pay in cash. Trust travels through people, not platforms, with family and friends informing 76% of buyers, television 66%, and influencers only 3%.
However, safety has a gap, with three in four buyers having heard of the FDA's registration mark, but only one in five checking it when buying. In June 2026, a one-week FDA exercise seized 4,504 unregistered cosmetic products. On trade, Ghana imported about $95 million of cosmetics in 2025, against exports of $6.6 million in 2023.
The sector also trains itself, with associations and colleges reporting over 3,000 trainees a year, on national credential pathways that already exist. The report argues that this makes beauty one of Ghana's readiest youth employment channels. Speaking at the launch, Professor Boateng highlighted three findings: the industry is a hair economy, customers are spending more, and trust travels person to person.
The report closes with 14 actions, each assigned to a named institution, including a sector council, an enforcer for service standards, and licensing tiered by risk. It also calls for a 2027 edition to measure what this baseline could only outline. For an industry long seen but never counted, the report offers Ghana its first clear picture — and a starting point for policy, investment, and jobs.
The report's findings and recommendations are expected to have a significant impact on the industry, with Professor Boateng emphasizing that the evidence was always there, but it had never been brought together. The report provides a baseline for future studies and a starting point for policy, investment, and job creation in the beauty and wellness industry.
Key points
- The report highlights the need for a sector council, an enforcer for service standards, and licensing tiered by risk to regulate the industry.
- The beauty and wellness industry in Ghana is a significant employer of young people, with over 3,000 trainees a year.
- The industry has a significant trade gap, with Ghana importing $95 million of cosmetics in 2025 and exporting only $6.6 million in 2023.
