Beauty in the Motherland returns for its third edition, celebrating collaboration and visibility

Beauty in the Motherland 2025 returns to Lagos this September, uniting entrepreneurs, industry experts, and enthusiasts in a powerful celebration of collaboration and visibility.

The biggest beauty event in Africa, Beauty in the Motherland, will return for its third edition from September 30 to October 2, 2025, at the Eko Hotel Convention Centre in Lagos, Nigeria.

This landmark event will bring together beauty enthusiasts, entrepreneurs, and industry experts from across Africa, with leading voices from Nigeria, Ghana, South Africa, and beyond in attendance. More than just an exhibition, Beauty in the Motherland has become a hub for collaboration, networking, and growth.

Inspiring and equipping entrepreneurs

Throughout the three-day event, industry leaders will chair panel sessions designed to inspire and equip both aspiring and established beauty entrepreneurs. Attendees will have access to mentorship, knowledge-sharing, and practical strategies for scaling businesses across Africa and internationally.

The organisers have encouraged brand owners to come with openness, curiosity, and boldness, ready to pitch to investors, connect with potential customers, and position themselves for sponsorships, partnerships, and grants.

Collaboration is one of the driving forces behind industry growth, and this event aims to serve as the portal where we build such connections. By creating a space for African-owned brands to interact and share ideas, the event is fostering a culture of collective advancement.

Exhibition and exclusive offers at Beauty in the Motherland

The event will also feature exhibitions from African and international beauty brands, providing a platform for exposure, customer engagement, and investor interest. Last year, more than one billion naira in transactions were recorded across point-of-sale terminals during the event, a figure that demonstrates the immense business potential and visibility it offers. This year, organisers project over 35,000 attendees across the three days, making Beauty in the Motherland 2025 one of the largest gatherings of beauty professionals and enthusiasts in Africa.

Exhibiting brands will include MegaGrowth, Amari Scalp Care, Adefunkee, Dr Purejoie Skincare, Modara Naturals, Jaga Beauty, Eucerin, Nivea, and Curls and Tresses, among others. Many of these will be offering their products at discounted rates exclusively for attendees.

By celebrating collaboration and offering unparalleled visibility, the Pan-African Beauty Collective at Beauty in the Motherland 2025 promises to shape the future of the African beauty industry while placing its innovators firmly in the global spotlight.

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