Ghana Cosmetics and Personal Care

Major players in the $670 billion global beauty and cosmetics industry are taking advantage of the boom projected in sub-Saharan Africa (SSA).  The SSA beauty market is expected to double over the next decade due to: 1) a growing population estimated to reach 2,4 billion people in 2050; 2) a rising middle class; and 3) and accelerated urbanization.  The largest markets for these goods in SSA are the countries of South Africa and Nigeria, followed by five key frontier markets of Kenya, Ethiopia, Tanzania, Ghana, and Cameroon. 

In Ghana, many suppliers of cosmetics and personal care products engage in both wholesale and retail activities. Most activity is centered around the central business, and retailers often purchase varying quantities of various brands, and then resell in them in their series of outlets. 

The cosmetics and personal care sector in Ghana is competitive and profitable.  Generally, producers of cosmetics in Ghana are growing.  The influx of new, foreign products is driving growth, as well.  The most popular products are imported from Europe, Côte d’Ivoire, Nigeria and Togo.

U.S. companies can export finished cosmetics to Ghana. The goods must be registered with the Ghanaian Food and Drugs Authority and/or the Ghana Standards Authority, depending on the type of cosmetic.  Most U.S. companies opt to work with a distributor who can navigate the regulatory requirements and handle sales in the Ghanaian market. 

Ghana is one of the largest exporters of shea butter in West Africa.  (An estimated three million rural women in Ghana make income from shea butter.)  Opportunities exist for large-scale farming and production of cosmetic ingredients such as shea butter, avocado oil, castor oil, mango butter, baobab oil, and neem oil.  There is a growing number of formulators and manufacturers in Ghana that need supplies of cosmetic ingredients, equipment, training, and packaging solutions. 

For more information contact U.S. Commercial Service Ghana Commercial Specialist Jane Annan at office.accra@trade.gov  or +233 (0) 30 274 1184.