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Beauty in the Motherland (BITML) 2026 is set to return to Lagos from October 5 to 7, to bring together beauty brands, exhibitors, professionals, creators, industry leaders, buyers and enthusiasts for a three days of exhibitions, networking, knowledge-sharing and business opportunities.
The event, which is set to hold at the Eko Convention Centre, Eko Hotel & Suites, is positioned as a major platform for advancing Africa’s beauty industry by increasing visibility, market access and opportunities for businesses across the continent.
Founded by Beatrice Eneh and co-founded by Linda Edozien, Beauty in the Motherland aims to build a more structured and globally competitive African beauty ecosystem. Its Vision 2030 ambition is to contribute to growing the African beauty industry into a $100 billion sector, positioning the continent as a hub for beauty innovation, manufacturing, brands, talent and investment.
Eneh, a global entrepreneur and business strategist, brings her oil and gas experience to beauty market strategy, supply chain optimisation, logistics, negotiations and business development. She holds MEng from the Massachusetts Institute of Technology and an MBA from Lancaster University Management School.
Edozien, Founder and Managing Director/CEO of Barazahi beauty and wellness spa, brings extensive corporate, communications and beauty-sector experience. She previously served as a senior management executive at AMNI International Petroleum Development Company and sits on boards across the oil trading and property sectors.
Again, the organisers of the event said the complementary experience of the two founders has helped shape BITML into more than an annual exhibition, with a focus on making African beauty businesses more visible, structured, investment-ready and competitive in international markets.
The 2026 edition is expected to feature more than 300 brands, 400 exhibitors, 10,000 beauty professionals, 60, speakers and 20 partners with participation extending beyond Nigeria.
The event is being produced in partnership with Fidelity Bank, Unilever and Enterprise Development Centre (EDC). According to the Eneh and Edozien, the partnerships are designed to connect beauty businesses with finance, industry expertise and enterprise-development opportunities.
Beyond the exhibition floor, BITML 2026 will feature conferences and knowledge-sharing sessions focused on issues shaping the sector, including brand growth, digital influence, funding and financial management, quality, sustainability, entrepreneurship and the future of African beauty.
