Few decades ago, not much attention was given to the make-up industry and the rest as Ghanaians believe it is one of the attributes of people leaving opulence lifestyle; as such lifestyle often breeds hatred and jealousy in an environment where it is more like a taboo to live your worth.
But fast forward to 2016, that perception has changed; many have started prioritizing the way they look; what they wear to where and who make them up for what event - as Ghanaians now embrace quality fashion and elegant look.
Thanks to make-up artists making this possible.
Talking about Make-Up Industry in Ghana:
In August 2016, for the first time in the history of Ghana, an award ceremony was organized for industry workers; having about 14 categories amongst which were: Makeup Artist of The Year, Best Bridal Make-Up Artist, Best Celebrity Make-Up Artist, Most Promising Make-Up artist, Best TV Make-Up Artist and Make-Up/Beauty Brand of The Year.
It’s easy to come to a conclusion that the industry has come to stay in Ghana, looking at how make-Up shops are fast springing up in every corner of the city, while demands for their services have skyrocketed in recent times.
Currently, TV personalities, celebrities, fashion models, bridals etc. can’t do without their services.
According to Market Research.com 2016, United States Beauty and Cosmetics market is expected to exceed $62 billion.
This, however, prompted GhanaWeb to engage one of Ghana’s fast rising make-up artists to unveil how Ghana can take a bite from this promising industry.
Mina Folake Lawani is the Chief Executive Officer of Minalyntouch Makeover, based in Ghana, and has done make-up for a number of Ghanaian celebrities, including Selly Galley, host of The Premeres on Joy Prime, and as well-handled Make-Up of high society events.
Speaking on the cost of venturing into such business in Ghana, she explained that Make-Up business is for those with a lion heart: “Running a Make-Up business in Ghana requires a lot of capital and connections to influential people in the society.
The industry is such that, if you’re not well connected to the de la crème in the society, your services won’t be patronized, even if you are a great Make-Up artist, so, a lot of awareness and reaching out needed to be done for the up and coming ones.”
With United States Beauty and Cosmetic industry projecting to exceed $62 billion in 2016, that’s no small money for an economy such as Ghana. But there’s no such statistics to gauge how much the industry is expected to turn over in the coming years, but Mina has got some piece of advice for the government.
“There’s no doubt about the fact that beauty and cosmetic industry has come to stay in Ghana. To a large extent, this has made many business owners, and as well created jobs for young ladies, and men whose passion is to be in beauty and cosmetic industry. But the sad thing is, most of the products we use as Make-Up artists are imported.
“In West Africa, I am aware that only Nigeria have industry that produces some of these beauty products, while South Africa, Eastern Africa, also have manufacturing industry; the rest are being imported from across the globe for our consumption.
This is causing capital flight and thereby creating more jobs for these countries. But if we have manufacturing companies producing beauty and cosmetic products in Ghana, there would be more jobs created for our own people, as well as meeting demands of neighboring countries who would prefer importing from Ghana, than going to U.S, China, South Africa.
It makes economic sense for any business owner. Not to talk of the impact of such endeavor on the hailing economy.”
Cosmetic products has cost some ladies their beauty as a result of fake products, miss-application or abuse usage. But Mina argued that such cases are as a result of ignorance of the user or by unqualified Make-Up artists.
According to her, one of the rules a professional Make-Up artist must note is the ability not to fall for cheap fake products, as well as understanding the skin of his/her client to avoid negative reaction on the skin.
“It is true that some ladies are afraid of making-over as a result of their experience or what they saw happen to others. This is one of the reasons I always advice against cheap “drugstore” products, and where they buy the products they use.
Make-Up artists are also expected to have a sound knowledge of good products and their clients’ skin.”
Mina envisaged Beauty and Cosmetic industry to be one of the best paying job in Ghana in the next 10 years.
To her, this is a fast growing industry; “TV presenters, celebrities, fashion models, event organizers, wedding photoshoots, movie industry needs us; even pastors, and most especially, televangelists need to look good to their audience across the world,” she stressed.
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