ISLAMABAD: Pakistan Beauty Exports received a strong boost as the country expanded its commercial outreach in Nigeria, aiming to strengthen Pakistan–Nigeria trade and tap into the rapidly growing Nigerian beauty market.

The initiative, led by the PM’s Coordinator for Commerce, Rana Ihsaan Afzal Khan, who recently met with Nigerian officials and business representatives to explore new opportunities for Pakistani companies.

During a meeting with Aisha Rimi, CEO of the Nigerian Investment Promotion Commission, both sides reviewed the investment climate in Nigeria and discussed areas where Pakistani businesses could increase their footprints in Nigeria. The discussions covered sectors such as manufacturing, agro-processing, IT services, and logistics.

They also talked about establishing formal cooperation between Pakistan’s Special Investment Facilitation Council (SIFC) and the NIPC to help streamline procedures and improve information sharing for investors.

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Later, Mr. Khan inaugurated the Pakistan Pavilion at the Beauty West Africa (BWA) 2025 exhibition in Lagos, considered the largest beauty and cosmetics event on the continent. This year, 23 Pakistani cosmetics manufacturers participated, including 19 companies supported by the Trade Development Authority of Pakistan (TDAP). The exhibition features more than 350 exhibitors and attracts over 6,000 buyers annually.

Africa’s beauty and personal care market is expected to reach USD 69.53 billion in 2025, and Nigeria’s online beauty segment alone is projected to generate USD 439.77 million during the same year.

In the evening, the Commercial Section of the High Commission of Pakistan arranged a networking dinner at the Radisson Blu Anchorage in Lagos. The event brought together Pakistani exhibitors, major Nigerian buyers, senior bankers, customs-clearing specialists, and officials from the National Agency for Food and Drug Administration and Control (NAFDAC). The Chairman of the Cosmetics and Drugs Chapter of the Manufacturers Association of Nigeria (MAN) was also present.

Nigerian participants briefed Pakistani companies on regulatory requirements, product registration, compliance procedures, and banking rules to help them understand the local market.

Officials said the engagements were part of Pakistan’s efforts to help its businesses access opportunities