If there is one sector inflation has not managed to shut down in Nigeria, it is the beauty industry. Hair appointments are still being booked, skincare products continue to sell out both online and in physical stores, and new cosmetics outlets keep opening in major cities despite the rising cost of living. For many Nigerians, the unspoken motto is, “I do not want to look like what I am going through.” Nails are done, lashes installed, and makeup appointments kept, no matter how deeply the economic strain is felt. The industry generated US$9.71 billion by the end of 2024.

Economic data shows just how severe the pressure on consumers has become. Nigeria’s inflation rate has remained elevated in recent years, driven largely by food, fuel, and currency pressures, according to the National Bureau of Statistics. Normally, such conditions would cause discretionary sectors like beauty to shrink sharply. Instead, the industry has shown unusual resilience.

Part of the explanation lies in demographics. Nigeria has one of the youngest populations in the world, with a median age of about eighteen, according to the World Bank. Younger populations tend to spend more on grooming, fashion, and appearance-related products. This creates a large, steady customer base even when purchasing power weakens.

Urbanisation is another factor. As more Nigerians move to cities, the demand for services tied to professional presentation increases. The United Nations projects that Nigeria’s urban population will continue to expand rapidly in the coming decades, intensifying competition for jobs and business opportunities where personal appearance often matters.

Beauty spending is also supported by the structure of Nigeria’s labour market. With a large informal sector and millions of people working in customer-facing roles such as retail, transport services, hospitality, and small trading, looking neat and approachable can directly influence income. For many workers, grooming is not an optional luxury but part of doing business.

A large and growing market

Globally, the beauty and personal care industry remains one of the most resilient consumer sectors. Market research from Statista estimates that the global beauty market continues to grow annually despite economic uncertainty, driven by everyday essentials such as skincare, haircare, and hygiene products rather than luxury cosmetics alone. Nigeria mirrors this pattern, with strong demand for functional items like moisturisers, hair treatments, deodorants, and barbing services.

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Local production has also helped cushion the impact of inflation. As imported goods become more expensive due to exchange rate pressures, Nigerian manufacturers have expanded output of soaps, creams, hair products, and fragrances. The Manufacturers Association of Nigeria has repeatedly highlighted the role of domestic production in sustaining consumer goods supply despite import challenges.

Small-scale entrepreneurship is another major driver. Beauty services such as hairstyling, nail care, makeup artistry, and skincare retail require relatively modest startup capital compared to industries like manufacturing or technology. This has made the sector a refuge for many young Nigerians facing limited formal employment opportunities.

Digital commerce is accelerating this trend. Social media platforms, particularly Instagram and TikTok, have become powerful sales channels where vendors market directly to customers, demonstrate products, and complete transactions without physical stores. This reduces overhead costs and allows businesses to keep prices competitive even when inflation is high.

Consumer psychology plays a role as well. Research in behavioural economics shows that during difficult economic periods, people often maintain spending on small items that provide emotional uplift while postponing large purchases. In Nigeria, where daily stressors range from economic uncertainty to infrastructure challenges, affordable self-care can serve as a form of coping.

Importantly, much of beauty spending is concentrated in relatively low-cost but high-frequency items. Unlike electronics or vehicles, which require large one-time payments, personal care products are purchased in smaller increments. This makes them easier to sustain within constrained budgets.

There is also the issue of hygiene and health. Many personal care products, including soaps, toothpaste, deodorants, and hair treatments, straddle the line between cosmetic and essential goods. Consumers may downgrade brands or reduce quantities, but eliminating them entirely is not practical.

Meiza Nigeria