In April 2025, the vibrant city of Amsterdam hosted in-cosmetics Global, the premier event for personal care ingredients. Among the attendees was Roula, who joined the Nigerian Export Promotion Council (NEPC) at the trade fair. This participation was part of a wider initiative to boost Nigeria’s non-oil exports, particularly through the transformative shea butter industry aimed at empowering Nigerian women.
This initiative, previously highlighted in our blog, focuses on increasing the role of women in the shea industry. Instead of exporting raw shea nuts, the project encourages the production of processed shea butter and cosmetics, helping to drive economic growth and gender equality.
Embracing emerging beauty trends
At in-cosmetics Global 2025, the beauty industry unveiled innovations and trends shaping the future of personal care. Here’s a concise look at some of the highlights:
- Cutting-edge ingredient science
The event featured advanced ingredients, including biotech-derived actives and longevity molecular science. These new components are designed to enhance skin renewal and delay ageing, blending natural benefits with modern science.
- Sustainability and green chemistry
Eco-conscious practices took centre stage, with circular beauty concepts, upcycled materials, and green chemistry being showcased. These innovations promise reduced environmental impact without compromising product performance.
- Consumer-first trends
Modern consumers demand transparency and authenticity. Brands emphasised ethically sourced, natural ingredients—such as fair-trade shea butter—and strong product stories to build engagement and trust.
- Digital engagement and storytelling
Companies are now using digital platforms, AR/VR tools, and interactive content to communicate their sustainability efforts and scientific breakthroughs.
- Regional and cultural inspirations
Global diversity was celebrated, with African ingredients like Nigerian shea butter drawing interest thanks to their cultural richness and proven skincare benefits.
Leveraging trends for market expansion
During the trade fair, NEPC successfully gathered valuable buyer leads, with around 30 new contacts on the first day alone, and the number is still growing. Roula played a guiding role in this success, ensuring NEPC could effectively leverage these connections. She also helped gather vital market intelligence on emerging trends and competitor strategies—information that will help shape future activities for Nigeria’s shea exports.
Stay tuned for updates as we continue to champion sustainable development and women’s empowerment in the Nigerian shea industry!