BITML 2026 Ends in Lagos, Targets $100bn African Beauty Industry by 2030
By Cynthia Okere, Lagos
The 2026 edition of Beauty in the Motherland, BITML, has ended in Lagos, with organisers reaffirming their commitment to building a more structured, competitive and globally recognised African beauty industry.
The three-day exhibition, held from October 5 to 7 at the Eko Convention Centre, Eko Hotel and Suites, brought together beauty brands, entrepreneurs, investors, professionals and consumers from Nigeria and other countries.
Positioned as one of Africa’s leading beauty exhibitions, BITML provided a platform for businesses to showcase products, connect with prospective customers and distributors, explore partnerships and exchange knowledge about the future of the continent’s beauty industry.
The exhibition also celebrated Africa’s natural resources, creativity and growing entrepreneurial talent, while seeking to expand market access for African-owned beauty businesses.
At the centre of the initiative is BITML’s Vision 2030, which aims to contribute to building an African beauty industry valued at $100 billion. The organisers want Africa to move beyond being regarded mainly as a consumer market and become a global centre for beauty innovation, manufacturing, talent and investment.
Beauty in the Motherland was founded by global entrepreneur and African beauty market strategist Beatrice Eneh and co-founded by Linda Edozien, founder and Managing Director/Chief Executive Officer of Barazahi, a Lagos-based beauty and wellness spa.
According to the organisers, their mission is to help African beauty businesses become more visible, properly structured, investment-ready and competitive in international markets.
The 2026 edition was produced in partnership with Fidelity Bank, Unilever and the Enterprise Development Centre, EDC, combining financial services, industry expertise and business development support for participating entrepreneurs.
Organisers said the event was designed to feature more than 300 brands, over 400 exhibitors, about 10,000 beauty professionals, 60 speakers and 20 partners, with participation extending beyond Nigeria.
The exhibition showcased products from local and regional businesses operating across the cosmetics, skincare, haircare, fragrance, wellness and personal-care segments.
Participating brands included Queen May Yul-Edochie, Dr Wells Skincare, Yokuro Skincare, Dhoopy Dhoopy Beauty Accessories, Isispharma Dermatologie, Gaia Farms, Aby Natural, Ebun Derma, Mama Food and Wellness, CGE Healthcare, Beyond Medplus and HOK.
Other exhibitors included Imperio Cosmetics, Lasgidi Nigeria, Hair Harmony, Tag Deodorant, Nurture Skincare, Babysafe and Imperio Signature Perfumes.
Several vendors described the exhibition as commercially rewarding, saying the large turnout helped them record sales, promote their products and establish valuable business connections.
Attendees also said the event allowed them to discover new products, meet brands they had previously followed from a distance and interact directly with industry leaders.
Some participating entrepreneurs called for the exhibition to be held more frequently, describing it as an important meeting point for African beauty businesses seeking visibility, partnerships and access to new markets.
Beyond product displays, BITML 2026 featured conferences, panel discussions, awards and live gifting sessions. Discussions focused on business growth, funding, digital influence, product quality, sustainability and Africa’s place in the global beauty economy.
The event also offered established companies and emerging entrepreneurs an opportunity to examine the structures required to transform Africa’s creativity and natural resources into scalable businesses, stronger local value chains and sustainable employment.