A selection of fashion, beauty and wellness brands
Paris is gearing up to host a first-of-its-kind event that marks a major step forward for the influence of African creative industries in Europe. On June 21 and 22, 2025, the Natural Hair Academy (NHA), a must-attend event for Afro beauty, creative entrepreneurship and well-being, will put Senegal in the spotlight with the inauguration of its first official pavilion. This strategic initiative aims to propel Senegalese excellence onto the international stage, offering unprecedented visibility to the country’s brands.
A major event in creative entrepreneurship
Created in 2012, the Natural Hair Academy has established itself as a pillar for the Afrodescendant community and professionals in the beauty, creative and wellness sectors. Every year, the NHA attracts thousands of visitors and brands, testifying to its status as a platform for exchange and discovery. In 2024, the event welcomed over 35,000 visitors and more than 200 brands, reaching a cumulative audience of over 4 million people on social networks. Beyond the numbers, NHA is renowned for its enriching panel discussions, featuring international speakers, artists, experts and influencers.
It’s within this dynamic framework that Senegal makes its entry, with an official 70m² pavilion located at the heart of the show, at Paris Expo – Porte de Versailles. It’s not just a presence, it’s a strong affirmation of the richness and diversity of Senegalese know-how.
Spotlight on Senegalese excellence
The Senegal Pavilion will bring together a rigorous selection of 8 to 10 companies, representing the cream of Senegalese creation in key sectors. The ambition is clear: to highlight the excellence of these brands and facilitate their access to new markets, both in Europe and internationally.
The participating brands include both established and up-and-coming names:
- Akoya Hair: Specializing in hair care products, Akoya Hair embodies innovation for the beauty of Afro and textured hair.
- Baalo Jewelry: This jewelry brand highlights local craftsmanship and contemporary design, offering unique pieces that tell a story.
- Alyfa Toys: In the well-being and children’s sector, Alyfa Toys offers products that combine education and entertainment, with a Senegalese cultural touch.
- So’Fatoo: Representing the elegance and savoir-faire of Senegalese fashion, SoFatoo presents creations that fuse tradition and modernity.
- Sisters Of Afrika: Renowned for its vibrant fabrics and unique designs, Sisters Of Afrika is an iconic brand that celebrates African identity through ready-to-wear.
- La Case Bio: Committed to food and well-being, La Case Bio offers organic products that make the most of Senegal’s natural resources.
- Maison Mansoura: A brand that combines tradition and refinement, offering products that embody the Senegalese art of living.
This diverse selection illustrates Senegal’s ability to innovate and excel in a variety of fields, from fashion and beauty to food and design.
The Mythe people / Mythe brands agency supports brands
The organization of this Senegal Pavilion is the fruit of the meticulous work of Mythe People, a pan-African communications and strategic development agency. Through its specialized branch Mythe Brands, dedicated to fashion, beauty and agri-food brands, Mythe People initiated and coordinated this large-scale operation.
The operation also benefits from the support of public and private partners, all committed to promoting Senegalese entrepreneurship and the internationalization of brands from the continent. This partnership underlines the importance of synergies between key players to offer African talent the opportunities it deserves. Mythe People is positioned as a catalyst, supporting African leaders and companies in their strategic positioning and international growth.
A strategic event for the visibility of Senegalese brands
The Senegal Pavilion’s presence at the Natural Hair Academy 2025 is a strategic meeting of the highest order. It’s not just an exhibition, but a platform for networking, commercial exchanges and capacity building. For these 8 to 10 companies, it’s a unique opportunity to :
- Gain visibility with a targeted European and diasporic audience.
- Access new markets and identify export opportunities.
- Meet industry professionals, buyers and investors.
- Strengthen their brand image and assert their “Made in Senegal” identity.
By highlighting these talents, NHA and Mythe People are actively helping to deconstruct clichés and present a modern, innovative and ambitious Africa on the world stage. It’s a celebration of African creativity, entrepreneurship and cultural heritage.
A promising future for made in Senegal
The Senegal Pavilion at the Natural Hair Academy 2025 is more than just a stand! It’s a symbol of the growing importance of “Made in Senegal” and Africa’s creative industries. It bears witness to the growing recognition of the quality, innovation and authenticity of the continent’s products and know-how. This Parisian event offers a valuable platform for these brands, which are ready to conquer the world. It’s about writing a new page in the history of fashion, beauty and well-being.
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