Ghana Beauty Awards marks 10 Years, pushes for standards and investment

The Ghana Beauty Awards marked its 10th anniversary last Friday in Accra, calling for the beauty and wellness industry to become a structured, data-driven contributor to Ghana's economy.

The event, an evening of glamour, recognition and entertainment, brought together top brands and personalities, makeup artists, entrepreneurs and stakeholders to celebrate a decade of growth and excellence in Ghana's beauty and wellness industry.

At the event, some outstanding companies received coveted awards, while individuals who contributed immensely to the development of the Ghana Beauty Awards were honoured.

Speaking on the theme "10 Years of Impact: The Legacy Era," Chief Executive Officer Rebecca Donkor said the platform had grown from an awards ceremony into a catalyst for industry development.

Ten years ago, we set out to create a platform that would recognize excellence in Ghana's beauty and wellness industry," Donkor said. "But recognition alone was not enough.

The industry needed standards, structure, training, certification, business support, investment and a stronger voice. “She pointed to the standardisation project started in 2018 with the Ghana Standards Authority to promote quality assurance. The work produced a draft Code of Conduct and representation on the Authority's technical committee.

Through work with the Commission for Technical and Vocational Education and Training (CTVET), the Awards championed Ghana's first Makeup Artistry Curriculum at Levels 3 and 4, and later the Higher National Diploma under the National TVET Qualification Framework.

Donkor also cited the Beauty and Wellness Sector Skills Body, through which new pathways have been developed in Paramedical Aesthetics, Paramedical Trichology, and Beauty Products Manufacturing. “They represent career pathways and opportunities for Ghanaians to acquire specialized skills," she said.

On business support, she said work with the Ghana Enterprise Agency and the Ghana Skills Development Fund helped facilitate about US$2.2 million in funding for businesses, including during COVID-19.A major announcement was the Ghana Beauty & Wellness Report, developed with the University of Ghana, College of Humanities. Donkor said the industry was growing but its contribution remained undocumented.

The report will provide an evidence-based account of the industry's economic contribution, business landscape, workforce, skills, trends, challenges and opportunities. “Our ambition is to provide the evidence needed to influence policy, attract investment, and empower businesses to make informed decisions," she said.

She thanked the University and the Steering Committee chaired by Professor Sheena Lovia Boateng.

Donkor also introduced THE BEAUTY & THE BEAT, a podcast giving winners a platform to share their journeys. Ten episodes have been released.

She congratulated winners and said the awards combine expert jury assessments, public voting and vetting by the Awards Board to uphold credibility and fairness.

She called for collaboration between government and industry in skills development, standards, tourism, manufacturing, investment, exports and job creation. “When you invest in this industry, you invest in people. You invest in jobs. You invest in enterprise.

And you invest in the future of Ghana," she said.

Looking ahead, Donkor said she wants stronger standards, more accredited institutions and certified professionals, and businesses that can access funding, adopt technology, create jobs and expand internationally. “We want young people to see beauty and wellness as a viable pathway to entrepreneurship, professional development and wealth creation," she said.” That is our impact.

That is our purpose. And that is our legacy," Donkor added.

The Minister for Tourism, Culture and Creative Arts, Madam Abla Dzifa Gomashie, attended the event alongside prominent personalities including Kofi Okyere Darko, Hamamat Montia and actress Martha Ankomah.

The Chief of Staff, Julius Debrah, was also represented at the ceremony by Shamima Muslim.

An anniversary cake was cut to climax the occasion.