By Josephine Agbonkhese

Organisers of Africa’s largest beauty exhibition, conference and awards, Beauty in the Motherland, have said all is set for the event coming up October 1st-3rd, 2024, at the Eko Convention Centre in Lagos.

The event which is in its second year, according to the organisers, will, this year, showcase hundreds of top African beauty brands and industry experts, as well as the immense talent, innovation and creativity abundant in the beauty industry.

Speaking at a media parley/creators meet-up held yesterday in Lagos, renowned beauty entrepreneur, Beatrice Eneh, Convener of Beauty in the Motherland, explained that the annual event was conceived to celebrate the richness and diversity of the African beauty industry.

Eneh, who decried that the beauty industry had, for too long, suffered immense neglect, said several other related sectors including fashion had witnessed enormous growth and recognition unlike the beauty industry.

“There has not been any indigenous platform where beauty in all its elements is showcased; it has been either paired with fashion or wrongly categorised as just being makeup.

“In reality, beauty cuts across haircare, skincare, tools, appliances, nail care, skincare, hair extensions and everything that makes us look good.

“Beauty is a vital industry because no one can do without it. It is, also, an enabler for productivity because it builds confidence and makes you feel good about yourself, leading to individual productivity and therefore, societal growth and development,” she elaborated.

Giving further insight into the three-day event expected to attract over 5,000 attendees, Eneh said more than 150 renowned beauty brands predominantly owned by Africans, as well as international brands with proven interest in Africa/emerging markets, will be gathering at the event.

Highlights of the event supported by the Lagos State Ministry of Tourism, Arts & Culture and Fidelity Bank Plc, according to her, will include exhibitions, conference, awards, networking, nail art competition, pitch competition, and more.

“Already, for the nail art competition, we have over 3,000 entries of nail technicians in West Africa sending in their videos of what they can do. We have finally shortlisted 20 of them, and the winner will go home with a million naira (N1,000,000),” she said.

She went on: “The high point, however, will be the awards ceremony and beauty party in which distinguished individuals and organisations will be honoured for their contributions to the industry.

“The conference session will have several speakers talking about diverse issues including how to position your business for funding, body transformation trends, how beauty has evolved, public relations, positioning for growth, and much more.

“The pitch competition will have upcoming businesses pitch for a prize, and ten out of hundreds of applicants have been shortlisted.”

Also speaking at the briefing which had scores of top beauty influencers in attendance, Linda Edozien, Member, Planning Committee, Beauty in the Motherland, said the African beauty industry was long overdue for a turnaround and that Beauty in the Motherland was poised to bring about the needed change.

Also speaking, the Commissioner for Tourism, Arts & Culture, Lagos State, Hon. Toke Benson-Awoyinka, while commending the organisers for the initiative, expressed her passion for the creative industry, as well as commitment to building the industry in Lagos State.

“I am proud to be a part of this community positioned to showcase the beauty industry. This is an initiative I am most passionate about and I commend the organisers for conceiving it,” Benson-Awoyinka said.

Also in attendance at the event were celebrity stylist, Lilian Unachukwu; renowned fashion designer, Lanre Da Silva Ajayi; and cosmetic scientist/consultant, Dr Hilary Taiwo; among others.