It is undeniable that, right now, the makeup, skincare and haircare industries are flourishing globally and are predicted to continue their economic rise well into the future. According to Euromonitor International, in 2020, the beauty industry’s net profit reached $500.5 billion — a more than 5% increase from 2019. Broken down by category: general cosmetic care earned $307 billion, skincare acquired $145.2 billion, haircare collected $79.2 billion and premium beauty earned $139 billion. The industry’s forecast predicts an annual net profit of $756.63 billion by 2026.
Right now in Ghana, the beauty industry is experiencing a cultural role shift and growth in profit. The increasing population of young people is beginning to explore skin, beauty and hair care — and they’re looking locally. As this industry grows, Ghana-based brands are looking to do more than just provide beauty products. Through outreach programs and innovative business plans and programs, personal care companies are working to provide financial aid, job opportunities, equitable support and empower Ghanaian women. Here are three Ghana-based beauty brands empowering Ghanaian women in poverty.
3 Beauty Brands Empowering Ghanaian Women in Poverty
- FC Beauty Group Limited: Established more than 30 years ago in Ghana, FC Beauty Group Limited (FCBGL), not only provides and distributes high-quality hair and beauty products at a wholesale price to local salons but also hosts extensive outreach programs for impoverished women. FCBGL launched the Grace Amey-Obeng Foundation International in the summer of 2007. This foundation has made it a priority to aid Ghanaian women in poverty, with the purpose of providing young women an education, training and a sense of self. Through this program, FCBGL has focused its outreach to young homeless women, some of whom must engage in prostitution to financially support themselves. For women who engage in transactional sex consensually, the foundation provides them with skills to prevent difficulties in their profession. These skills include preventing pregnancy, sexually transmitted diseases and exploitation. For women who do not wish to continue this work, the brand offers job prospects and training that allow them to change their economic direction. The brand continues its outreach work by partnering with the Osu Girls’ correctional facility to provide inmates with hirable skills for future economic success. FC Beauty Group Limited hosts another program titled the “Tutsi Project.” The Tutsi Project’s agenda is to act as insurance for the women who have completed FCBGL’s training programs and are now pursuing a career. Since its conception, the FC Beauty College has trained more than 6,000 economically successful students. Seed money is provided to women looking to start their own businesses. Many trainees are full-time mothers as well as entrepreneurs and FCBGL’s investment at the beginning of their career allows them to feel financially supported.
- Nokware Skincare: With old-school natural products and innovative ideas, the brand Nokware, meaning “truth,” creates all products from recipes and raw materials passed down through Ghanaian women’s lineage. Remaining local is an important piece of Nokware’s business plan and the brand solely uses materials that can be found and farmed by local African women. By practicing fair trade and pricing deals, Nokware can work towards its overall mission: economic inclusion. Recognizing the financial disparity many Ghanaian women face, this brand works to exclusively buy locally to put money back into the community and create a space for those who have been neglected in the workforce. By situating “community commerce” at the forefront of its company, Nokware works to stimulate the Ghanaian economy from the inside out. Empowerment of Ghanaian women in poverty is very important to Nokware Skincare. The brand works to accomplish that goal by primarily hiring women who face a substantial wage gap. Recognizing them as powerful resources, Nokware also staffs its executive boards and factory floors with Ghanaian women in an effort to minimize the prevalent wage gap in the country. The company’s “Nokware for Women” fund is an educational scholarship program available to the daughters of Nokware employees to diminish gender inequalities in education.
- True Moringa: Named after the extensive benefits of the plant found in northern Ghana, True Moringa is a brand that creates a diverse selection of products that all contain the oil of the True Moringa tree. On a trip with MIT’s D-Lab to Ghana, Kwai Williams and Emily Cunningham learned about the aforementioned tree, known as the “miracle tree,” from local farmers. The plant contains high levels of Vitamin A, calcium and protein. It also has the ability to grow and strengthen other crops in any climate. After learning this, Williams and Cunningham realized that the plant could minimize poverty and malnutrition in the country, and bring economic opportunities to farmers while providing consumers with high-quality skin and hair care products. The founders were aware of the lack of training, reliable commerce and income insecurity Ghanaian farmers face. As a result, they created a business plan that could compete with more established beauty brands and source locally to raise the monetary value of the brand’s contributing farmers. The company’s website states that the creation and application of the True Moringa brand has served more than 5,000 farming families, planted more than 2 million trees and increased local Ghanian farming revenue tenfold. In addition to the economic growth created through local sourcing, True Moringa allows customers to make an impact. With every purchase made, True Moringa will plant a tree which, in turn, combats deforestation and malnutrition in the small farming communities the brand works with. The True Moringa skin and hair care brand not only works to contribute to the beauty industry and empower Ghanaians by providing high-quality products, but also looks outside to create sustainable incomes and resources to empower Ghanaian women in poverty and their families.
All of these brands have created a positive impact on Ghanaian women in poverty. They have done so by looking beyond the cosmetic aspects of their products and focus on empowering women through their incomes, access to food and financial well-being. These brands have given hope to women and families for a better future, and have continued to walk alongside them as they move into a more financially secure future.
– Alexa Tironi