Maison Yusif Fragrance CEO urges govt to promote local fragrance industry

Story: Benedicta Godknows Kwashie, Accra

Chief Executive Officer of Maison Yusif Fragrance, Yusif Jnr. Meizongo, has highlighted the significant challenges facing Ghana’s budding fragrance industry, citing climate, resource limitations, and lack of government support as critical barriers to growth.

Speaking on Business Breakfast on Zed, he shed light on the struggles of local producers and called for focused interventions to strengthen the sector.

“One of the major problems we face is our climate. It doesn’t encourage a variety of plants or ingredients to grow here—things like apple, bergamot, frankincense, and cedar wood. You simply can’t grow them in West Africa,”

“And then there’s the machinery. The technology needed for extractions is extremely expensive, costing millions of dollars to establish a plant. Given that Ghana has only about four fragrance houses, it’s not economically viable to set up such facilities,” he explained.

He also expressed concern about Ghana’s heavy reliance on imports, using the example of toothpicks to illustrate the lack of local manufacturing infrastructure. “We are an importation-based country. We don’t really focus on making things here,” he lamented.

However, the CEO stressed that the challenges extend beyond production. He called for greater support from both the government and the broader society to help build a more robust fragrance industry.

He proposed that initiatives could include promoting locally made products, particularly to tourists, and creating a dedicated space for Ghanaian brands in strategic locations.

“We would want the Tourism Association Society to not just think about Maison Yusif, but about ‘Made in Ghana’ products—shoes, clothes, beauty items, and, more specifically, the perfume industry. Perfume is deeply emotional; it sticks to the memory,”

“If the government could position us in a way that tourists would meet us when they visit, it would benefit not just the brands but the country as a whole,” he said.

He pointed to Turkey as a model, citing how Istanbul International Airport prioritizes Turkish brands in prominent areas before introducing foreign ones.

“When you arrive in Turkey, the first thing you see is Istanbul, Istanbul, Turkish fragrance. Ghana could do the same,” he suggested.

Maison Yusif Fragrance is one of the few local brands striving to put Ghana on the global map in an industry dominated by international players. Meizongo’s vision reflects a broader push for Ghana to invest in its creative and manufacturing sectors, turning challenges into opportunities for growth and economic independence.