Businesses Urged to Explore New Markets
Businesses have been encouraged to actively explore new markets, promote their products and services, secure partnerships, and build sustainable brands in order to remain competitive in an increasingly globalised economy.
The call was made by the organiser of the 2026 Legacy Expo, Rebecca Donkor, at the opening of the 10th Beauty, Cosmetics & Wellness West Africa exhibition held at the UPSA Auditorium in Accra.
She noted that the exhibition has evolved over the past decade into a key platform for business growth, innovation, and cross-border collaboration within the beauty, cosmetics, and wellness industry.
“For ten years, we have created opportunities for businesses to showcase their products and services, discover new markets, attract customers, secure partnerships, and build sustainable brands,” she said.
According to her, the platform has also provided space for entrepreneurs and industry players to network, share ideas, and gain exposure to both local and international opportunities.
She added that African beauty and wellness represent more than just an industry, describing it as a major economic force with significant potential for job creation, trade expansion, empowerment, and transformation across the continent.
This year’s edition of the expo has attracted more than 300 exhibitors from countries including South Korea, Dubai, Egypt, Turkey, Nigeria, and India, reflecting growing international interest in West Africa’s beauty and lifestyle market.
Ms. Donkor said the 2026 edition marks the beginning of a new phase for the exhibition, following a strategic partnership with Ace Group aimed at expanding international collaboration and investment opportunities.
She explained that the partnership has also led to a rebranding of the flagship event as Beauty, Cosmetics & Wellness West Africa, which she said reflects a broader and more globally connected vision for the industry.
“More than a name change, it reflects a renewed vision to build a stronger, more globally connected platform for the industry,” she stated.
The organiser stressed that the expo is not only about showcasing products but also about positioning West Africa as a leading destination for beauty, cosmetics, wellness, and lifestyle business development.
The initiative is being supported by the Ministry of Trade, Agribusiness and Industry as part of efforts to promote entrepreneurship, innovation, and private sector growth in Ghana and the wider sub-region.
