Every December since 2019, Ghana and parts of West Africa have become the epicentre of a cultural homecoming movement affectionately known as “Detty December.” Initially gaining traction with the Year of Return, which marked 400 years since the first enslaved Africans were taken to the Americas, this period has evolved into a robust annual pilgrimage. It attracts thousands of members of the African diaspora and global travellers seeking to connect with the continent through music, art, culture—and indulgence.
One sector quietly reaping the rewards of this festive influx is Africa’s hair and beauty industry. Beyond the concerts, food festivals, and nightlife, beauty businesses—from hair salons to makeup artists—are experiencing a boom that underscores Detty December’s significant economic impact. This article explores how the movement has driven growth in the hair and beauty sector and what it means for businesses looking to capitalise on this surge.
The Detty December Phenomenon: A Catalyst for Tourism and Spending
Detty December has evolved into a full-fledged cultural and economic force. Events like Afrochella, Afro Nation, and major fashion showcases draw a diverse audience. But the movement is more than just entertainment; it is an opportunity for Africa to showcase its potential across various industries, including beauty.
For many, the continent offers unique beauty products, traditional styles, and trends that are inaccessible or underappreciated elsewhere. From braiding to skincare routines rooted in indigenous knowledge, visitors come not just to consume but to immerse themselves in African beauty culture. As a result, the demand for services, products, and experiences that highlight African beauty traditions has skyrocketed during this season.
A Boom for Ghana’s Hair and Beauty Industry
In Ghana, the influx of diaspora visitors has had an unmistakable impact on the hair and beauty industry. Businesses report increased bookings for hair styling, braiding, skincare treatments, and makeup services in the lead-up to December festivities.
Demand for Hair Styling
One of the most visible effects of Detty December is the surge in demand for hairstyling services. Diaspora visitors often take this opportunity to experiment with intricate braiding styles, loc maintenance, and cornrows—a skill that African salons have mastered. With beauty being a core element of self-expression during festive celebrations, many visitors flock to local salons to achieve Instagram-worthy looks.
Skincare and Cosmetics Sales Surge
African skincare brands and cosmetic companies also saw increased sales during this period. Ingredients such as shea butter, black soap, and baobab oil, which form the foundation of many African beauty routines, become sought-after products by diasporans. These ingredients offer authenticity and effectiveness that resonate with a global audience that is increasingly interested in organic and sustainable products.
Makeup Artists in High Demand
Makeup artists are among the most booked professionals during Detty December. With countless parties, concerts, and galas, visitors want to look their best, leading to a significant rise in service requests. Many artists take advantage of the period to promote their skills and build an international client base.
Economic Impact of Detty December on Beauty Businesses
Boost to Revenue
The increased demand for beauty services and products results in an influx of revenue for local businesses. Salon owners, freelancers, and vendors all benefit from the seasonal demand, often reporting record sales during December.
Brand Visibility and Growth
For many African beauty brands, Detty December provides a platform to reach an international audience. Diasporans not only buy products for themselves but often return home with these items, introducing African brands to new markets abroad.
Skill Development and Employment
With the heightened demand, beauty businesses often expand their teams, providing temporary or permanent employment to stylists, assistants, and retail staff. This contributes to skill development and reduces unemployment in the sector.
Leveraging Detty December for Long-Term Growth
The challenge for beauty businesses lies in converting the seasonal boom into sustained growth. Here are a few strategies to maximise the benefits of Detty December:
- Invest in Social Media Marketing: Diasporans rely heavily on platforms like Instagram and TikTok to discover services and products. Engaging content highlighting African beauty trends and showcasing available services can attract more clients.
- Enhance Customer Experience: Ensuring a memorable experience for visiting clients can lead to word-of-mouth referrals and repeat business. Offering special packages, aftercare kits, or festive discounts can also set businesses apart.
- Collaborate with Influencers: Partnering with Diaspora influencers or celebrities attending Detty December events can amplify brand visibility, reaching both local and global audiences.
- Expand Product Lines: Businesses can cater to diaspora preferences by developing travel-sized versions of their products or offering curated gift sets that celebrate African beauty traditions.
- Build an Online Presence: Post-December, many visitors may want to restock products or book services for their next trip. A strong e-commerce platform ensures continued patronage beyond the festive season.
Detty December is more than just a celebration; it is an economic opportunity that has catalysed growth across industries, especially in the hair and beauty sector. For beauty entrepreneurs in Ghana and beyond, this movement is a reminder of the untapped potential within the continent’s rich traditions and expertise.
By leveraging the increased demand and visibility, Africa’s beauty businesses can position themselves as global leaders in an industry that thrives on innovation and culture. As the Detty December movement grows, so too will the opportunities for local brands to shine and thrive on the world stage.