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The Ghana Beauty and Wellness Report 2026, the first comprehensive, evidence‑based study of the country’s beauty and wellness sector, was launched on 15 November 2026 at the 10th Ghana Beauty Awards. The report was commissioned by Makeup Ghana, the professional body that represents beauty and wellness practitioners, and produced by an independent steering committee chaired by Professor Sheena Lovia Boateng of the University of Ghana Business School. The study was built on data collected in October 2026, including 1,250 face‑to‑face consumer surveys across ten regions, fifty in‑depth interviews, and submissions from 27 institutions such as the Food and Drugs Authority (FDA), the Ghana Standards Authority, the Ghana Revenue Authority, the Bank of Ghana and two commercial banks. It also produced the first public registers of the industry, listing 118 manufacturers, 982 cosmetics retailers in all 16 regions and about 160 spas, wellness businesses and aesthetic clinics. Key findings Demand for beauty products and services is growing. Eighty‑six per cent of buyers said they spend more on beauty than five years ago, and 94 per cent expect to spend the same or more in the future. Hairdressing dominates the sector. Braiding and wash‑and‑set services reach more than 70 % of women who purchase beauty products. Three quarters of buyers pay in cash. Trust is largely built through personal networks. Seventy‑six per cent of buyers receive information from family and friends, 66 % from television, and only 3 % from influencers. Safety gaps remain. Three in four buyers have heard of the FDA’s registration mark, but only one in five check it when buying. When a problem arises, complaints are usually directed to the salon rather than the regulatory authority. In June 2026 the FDA seized 4,504 unregistered cosmetic products in a one‑week operation. Trade figures show a large import market. Ghana imported about US$95 million of cosmetics in 2025, while exports were US$6.6 million in 2023. The Ghana Export Promotion Authority lists cosmetics among its priority export sectors. Training is robust. Associations and colleges report over 3,000 trainees a year on national credential pathways that already exist, positioning the sector as a ready channel for youth employment. Professor Boateng, speaking at the launch, said the evidence had always existed but had never been compiled. “If you work in hair, you are not part of this industry. You are its centre,” she noted. She highlighted that customers are spending more even within tight budgets and that “your best advertisement is a satisfied customer walking out of your door.” The report concludes with 14 recommended actions, each assigned to a specific institution. Among the proposals are the creation of a sector council, enforcement of existing service standards, and a tiered licensing system that would help small operators enter the formal sector rather than be pushed out. The report also calls for a 2027 edition to track progress against the baseline it establishes. For an industry that has long been visible but never quantified, the Ghana Beauty and Wellness Report 2026 offers the country its first clear picture and a starting point for policy, investment and job creation. Article source: My Joy Online | Image credit: My Joy Online
The Ghana Beauty and Wellness Report 2026, the first comprehensive, evidence‑based study of the country’s beauty and wellness sector, was launched on 15 November 2026 at the 10th Ghana Beauty Awards. The report was commissioned by Makeup Ghana, the professional body that represents beauty and wellness practitioners, and produced by an independent steering committee chaired by Professor Sheena Lovia Boateng of the University of Ghana Business School. The study was built on data collected in October 2026, including 1,250 face‑to‑face consumer surveys across ten regions, fifty in‑depth interviews, and submissions from 27 institutions such as the Food and Drugs Authority (FDA), the Ghana Standards Authority, the Ghana Revenue Authority, the Bank of Ghana and two commercial banks. It also produced the first public registers of the industry, listing 118 manufacturers, 982 cosmetics retailers in all 16 regions and about 160 spas, wellness businesses and aesthetic clinics. Key findings Demand for beauty products and services is growing. Eighty‑six per cent of buyers said they spend more on beauty than five years ago, and 94 per cent expect to spend the same or more in the future. Hairdressing dominates the sector. Braiding and wash‑and‑set services reach more than 70 % of women who purchase beauty products. Three quarters of buyers pay in cash. Trust is largely built through personal networks. Seventy‑six per cent of buyers receive information from family and friends, 66 % from television, and only 3 % from influencers. Safety gaps remain. Three in four buyers have heard of the FDA’s registration mark, but only one in five check it when buying. When a problem arises, complaints are usually directed to the salon rather than the regulatory authority. In June 2026 the FDA seized 4,504 unregistered cosmetic products in a one‑week operation. Trade figures show a large import market. Ghana imported about US$95 million of cosmetics in 2025, while exports were US$6.6 million in 2023. The Ghana Export Promotion Authority lists cosmetics among its priority export sectors. Training is robust. Associations and colleges report over 3,000 trainees a year on national credential pathways that already exist, positioning the sector as a ready channel for youth employment. Professor Boateng, speaking at the launch, said the evidence had always existed but had never been compiled. “If you work in hair, you are not part of this industry. You are its centre,” she noted. She highlighted that customers are spending more even within tight budgets and that “your best advertisement is a satisfied customer walking out of your door.” The report concludes with 14 recommended actions, each assigned to a specific institution. Among the proposals are the creation of a sector council, enforcement of existing service standards, and a tiered licensing system that would help small operators enter the formal sector rather than be pushed out. The report also calls for a 2027 edition to track progress against the baseline it establishes. For an industry that has long been visible but never quantified, the Ghana Beauty and Wellness Report 2026 offers the country its first clear picture and a starting point for policy, investment and job creation.
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