Pakistani companies display cosmetics during a West African trade event, hoping to make agreements.

In an effort to close trade agreements, the commerce ministry announced on Thursday that over 20 Pakistani businesses had shown a variety of cosmetics and personal care items at the Beauty West Africa Exhibition in Nigeria.

Nigeria’s Lagos metropolis is hosting the eighth edition of the Beauty West Africa Exhibition, one of the biggest yearly trade fairs for cosmetics and personal care products on the continent, from November 25–27.

It provides businesses with a significant platform to enter or grow in the rapidly expanding West African market and establish new trade partnerships by bringing together regional and international players to present beauty, skincare, haircare, and wellness goods.

The Trade Development Authority of Pakistan organised the Pakistan Pavilion at the Nigeria beauty exhibition, which was opened by Rana Ihsaan Afzal Khan, the prime minister of Pakistan’s coordinator for trade.

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

Pakistan is attending the expo at a time when the beauty and personal care market in Africa is expected to grow to a value of $69.53 billion by 2025 due to factors like youth demography, urbanisation, and customer preferences for natural and environmentally friendly goods.

According to the Pakistani commerce ministry, Nigeria’s quickly rising e-commerce business offers increasing prospects for cross-border trade and is predicted to produce $439.77 million in online beauty sales by 2025.