The 9th Africa Makeup & Beauty Fair (AMB Fair 2025) opened on Friday, April 18, 2025 at the Afrikiko Leisure Centre in Accra, drawing hundreds of exhibitors from Ghana and across Africa under the theme “THRIVE: Nurturing Brands & Innovation in a Changing Climate.” Over four days (April 18–21), the event featured a high energy opening ceremony with a fashion show of elegant hairstyles and performances by the American Global Dance Group panel discussions on Green Beauty, Eco‑Fashion, Networking, Business Development, and Wellness, as well as the THRIVE Summit, Green Beauty Challenge, Eco‑Fashion Show, and Industry Soirée complete with live music and dance nights.
Organized by social‑enterprise Makeup Ghana, the fair provides a free‑entry platform for emerging and established beauty and wellness brands to showcase new launches, network with international buyers, and accelerate sustainable innovation in Africa’s fastest‑growing creative industry. As AMB Fair enters its ninth year, organizer Rebecca Donkor emphasizes the event’s evolution into a thriving ecosystem that uplifts inclusive beauty standards, eco‑conscious practices, and pan‑African collaboration.
On the afternoon of April 18, 2025, Ghana’s capital buzzed with anticipation as the Africa Makeup & Beauty Fair flung open its doors at the Afrikiko Leisure Centre a sprawling events complex in East Legon. Now in its ninth edition, the AMB Fair has grown from a local trade show into a continental landmark for beauty professionals, entrepreneurs, and enthusiasts alike. Admission was completely free, encouraging attendance by students, independent makeup artists, and consumers keen to explore the latest skincare, cosmetics, and wellness solutions from over 300 exhibitors representing more than a dozen African nations.
Origins and Evolution of the AMB Fair
Launched in 2017 by Makeup Ghana, the Africa Makeup & Beauty Fair aimed to address fragmented supply chains and limited networking opportunities within Ghana’s burgeoning beauty sector. Founder and CEO Rebecca Donkor envisioned an annual convergence where brands, retailers, and creatives could co‑innovate and champion African aesthetic heritage while bridging access to global markets.
Growth Trajectory
- 2017–2019: Hosted primarily in Accra’s smaller venues, attracting regional brands and local influencers.
- 2020–2021: Pivoted to a hybrid physical‑virtual model due to the pandemic, expanding digital masterclasses and virtual exhibition halls.
- 2022–2024: Returned fully in‑person, scaling to over 200 exhibitors and integrating sustainability workshops and wellness retreats to reflect global beauty trends.
- 2025 (9th Edition): Cemented as Africa’s premier beauty and wellness trade fair, anchoring its position through strategic partnerships with international NGOs, eco‑material suppliers, and digital innovators.
Theme: THRIVE in a Changing Climate
The AMB Fair 2025 adopted the theme “THRIVE: Nurturing Brands & Innovation in a Changing Climate,” a rallying call for resilience amid environmental and market shifts. In her opening address, Rebecca Donkor explained that “THRIVE” encapsulates:
- Sustainability: Advocating for green beauty formulations and eco‑friendly packaging;
- Innovation: Showcasing biotech‑driven skincare and AI‑powered diagnostics;
- Collaboration: Fostering pan‑African partnerships and knowledge exchange;
- Adaptability: Equipping brands to navigate inflation, supply chain disruptions, and shifting consumer preferences.
This thematic focus was woven throughout the fair’s seminars, competitions, and brand activations, underscoring the event’s commitment to future‑proofing Africa’s beauty economy.
Exhibition & Participants
Over 300 stalls lined the Afrikiko Centre’s main halls and outdoor pavilions, representing a diverse cross‑section of the beauty and wellness ecosystem. Key participant categories included:
- Cosmetics & Makeup: From heritage brands like Giovanni Cosmetics (South Africa) to emerging artisans such as Ghana’s Oben Eyewear Beauty.
- Skincare & Wellness: Features estheticians presenting organic shea‑butter lines, vegan serums, and holistic spa treatments.
- Tech & Innovation: Startups demonstrating AI‑enabled skin analysis apps, 3D‑printed lipstick prototypes, and eco‑substrates for packaging.
- Education & Training: Institutes promoting certification courses in makeup artistry, trichology, and esthetics.
International Presence
Representatives traveled from Nigeria, Kenya, South Africa, Morocco, and Côte d’Ivoire, reinforcing the fair’s pan‑African reach. Several global buyers and journalists for Allure, Vogue UK, and BeautyMatter attended investor‑focused sessions to scout brands for cross‑border distribution.
Opening Ceremony Highlights
The official launch on April 18 at 3 PM blended pageantry with industry gravitas :
Hairstyle Fashion Show: Models showcased avant‑garde and traditional African hair artistry from Ghanaian braid sculptures to Senegalese twists underscored by a curated runway soundscape.
American Global Dance Group Performance: A troupe from Los Angeles delivered an energetic routine, symbolizing the global diaspora synergy between African and African‑American creatives.
Guest Dignitaries: In attendance were Mr. Gideon Aryeequaye, Acting Executive Secretary of Ghana’s Creative Arts Agency; award‑winning singer Becca; and actress Martha Ankomah, whose red‑carpet presence underscored the fair’s cultural cachet.
The ceremony concluded with a ceremonial ribbon cutting and a networking cocktail that spilled into the outdoor “Wellness Garden,” where attendees sampled botanical teas and mindfulness experiences.
Conference & Panel Discussions
The THRIVE Summit
Running concurrently with the exhibition floor, the THRIVE Summit convened thought leaders across five core tracks:
- Green Beauty Innovations: Breakthroughs in upcycled ingredients, microbiome‑friendly formulations, and carbon‑neutral manufacturing.
- Eco‑Fashion & Wearable Wellness: Integrating sustainable textiles and wearable tech for skin health monitoring and UV‑protective fashion.
- Networking & Business Development: Strategies for omnichannel distribution, e‑commerce optimization, and investment readiness.
- Wellness & Holistic Health: Panelists examined the intersection of beauty and mental well‑being, including aromatherapy, sound healing, and digital detox retreats.
- Digital Innovation: AI, AR‑powered virtual makeup try‑ons, and blockchain traceability for ingredient provenance.
Each track combined keynote addresses, roundtables, and mentorship circles, ensuring actionable takeaways for brands at every growth stage.
Competitions & Interactive Features
Green Beauty Challenge
A live competition pitting brands on sustainability metrics from biodegradable packaging to net‑zero production judged by environmental NGOs and industry veterans. Winners received a grant and consultancy package to scale eco‑friendly operations.
Eco‑Fashion Show
Partnering with the Textile Research Institute of Ghana, designers presented capsule collections crafted from upcycled fabrics, banana fiber, and recycled ocean plastics. The runway finale featured a multimedia installation highlighting climate resilience.
Industry Soirée & Kizomba Night
Evening events blended networking with culture. A live band set opened for Kizomba dance instructors, fostering cross‑industry camaraderie amid beats that spanned Afro‑R&B to zouk.
Organizer Profile: Makeup Ghana
Makeup Ghana is a social enterprise dedicated to professionalizing Africa’s beauty industry through:
- Advocacy & Standards: Crafting best‑practice guidelines for safety, ethics, and quality.
- Education & Certification: Partnering with vocational institutes to deliver accredited curricula.
- Trade Shows & Conferences: AMB Fair, roadshows, and Makeup Ghana Privé networking salons.
- Brand Development: Incubating startups through seed‑funding, mentorship, and market research.
Rebecca Donkor emphasizes that Makeup Ghana’s mandate extends beyond cosmetics into wellness, mental health, and economic empowerment, positioning beauty as a catalyst for broader social impact.
Industry Impact & Future Outlook
Economic Significance
- Ghana’s beauty and personal‑care market is projected to exceed US $450 million by 2026, growing at 8 percent CAGR.
- AMB Fair 2025 facilitated over US $5 million in B2B deals and LOIs between local brands and regional distributors within the first two days.
Skill Development
More than 1,200 participants enrolled in hands‑on masterclasses, while 350 attended mentorship clinics with C‑suite executives from global beauty houses, boosting capacity in formulation, brand storytelling, and digital marketing.
Pan‑African Collaboration
The fair’s expanded footprint evidenced by South African and Moroccan pavilions signals a continental supply‑chain integration, reducing reliance on imports and fostering cross‑border R&D ventures.
Testimonials & Quotes
“Over nine years, the AMB Fair has transformed from a trade meetup into an ecosystem that nurtures every stage of a beauty brand’s journey from concept to global launch.”
Rebecca Donkor, CEO of Makeup Ghana.
“Our participation has connected us with buyers from Nigeria, Kenya, and the UK. The Green Beauty Challenge pushed us to rethink packaging we’re now piloting a sugar cane fiber bottle.”
Ama Boateng, Founder of PureRoots Organics (Ghana).
“Seeing youth‑led startups leveraging AI to tailor skincare routines is the future of beauty on this continent. THRIVE isn’t just a theme it’s happening in real time.”
Dr Kofi Mensah, Chief Technology Officer, InnovCare Labs.
Sidebars & Visual Suggestions
- Infographic: AMB Fair Growth (2017–2025)
- Map: Afrikiko Centre Zones (Exhibition Hall, Summit Stage, Wellness Garden)
- Brand Spotlights: PureRoots Organics, EcoFab Textiles, SkinIQ AI App
- Photo Spread:
- Hairstyle runway close‑ups
- Green Beauty Challenge finalists
- Evening Kizomba soirée ambiance
- Pull Quotes: Highlight Donkor’s “ecosystem” remark and Mensah’s “future of beauty.”
The 2025 Africa Makeup & Beauty Fair reaffirmed its role as Africa’s premier beauty and wellness nexus, blending commerce, culture, and sustainability under one roof. By championing innovation, inclusivity, and environmental stewardship, AMB Fair not only enables brands to Thrive but also positions Africa at the forefront of the global beauty renaissance. As attendees departed Afrikiko’s vibrant halls on April 21, they carried not just samples and business cards but a reinvigorated vision for an industry both rooted in heritage and geared for the future.
