Story by Eugene Nyarko Jnr. | Accra
The Osu Presbyterian Church auditorium in Accra became a hub of professional learning as AFAM Ghana organised a comprehensive workshop for hairdressers, nail technicians, and beauty therapists. The event aimed at equipping industry professionals with in-depth knowledge on the effective use of AFAM’s wide range of cosmetic and haircare products.
Addressing the media, Alfred Ahuma Kubi Ocansey, Head of Marketing and Operations of AFAM Ghana, explained that the workshop was designed to ensure that stylists—the company’s core target market—were properly educated on how to use the products for best results.
“Our gathering here today is to give extensive education on our range of cosmetic products. When stylists go into the market and buy the product, they should have the best information on how to use it for the best outcomes,” he noted.
He added that well-informed stylists help avoid product misuse and build customer confidence. “If they have the best knowledge on how each product is formulated and what each product can do, they’ll deliver the best care, and we will also avoid issues that come from wrong application.”
Mr. Ocansey emphasized that AFAM works closely with national and regional leadership of various beauty associations across the country to mobilise participants for such capacity-building exercises. Throughout the year, AFAM Ghana holds similar workshops across all regions, with the Accra event serving as the climax for 2025.
The company showcased several of its brands, including American Silky, Shea Butter, Hawaiian Silky Relaxer, Vital Olive Oil, Smooth Organics, Argan Oil, Leisure Curl, OSAT, and Soil Organics, all under the AFAM umbrella.
AFAM Concept Inc. Reinforces Commitment to African Markets
In a separate interview, Owusu Korkor Akoto, President of AFAM Concept Inc., highlighted the origins and mission of the company.
“AFAM stands for African American. The company was founded by an African and an American, and today we manufacture all our products in a 500,000-square-meter facility in the United States,” he explained.
He noted that AFAM Ghana is one of several subsidiaries across Africa, including branches in Nigeria, Kenya, Senegal and South Africa, with plans to expand to Zambia, Tanzania, and Namibia.
“Everywhere we go, we create employment. Our satellite offices help build local markets and provide job opportunities,” he said.
According to him, the annual workshops are part of AFAM’s commitment to giving back to the beauty community it has served for over 30 years.
“We are here to support the hairstylists who have supported us. During these events, we provide training, discounts, free meals and giveaways because they deserve it,” he added.
He encouraged Ghana’s youth to embrace technical and vocational education, particularly in the beauty industry.
“This is a bona fide business. People make good income as stylists. We need to encourage skills training in our schools to create employment opportunities,” he urged.
Distributors Endorse AFAM’s Capacity-Building Approach
One of AFAM’s major distributors, Mr. Agyemang, CEO of Julbert Agape Ventures and sole distributor of Soy Organics, praised the annual workshop.
“Every year, the workshop brings beauticians together while distributors demonstrate how to use the products. When they understand what they are buying, they will use it correctly and confidently,” he said.
He showcased products under the Soy Organics natural hair line, including twist-and-lock gel, waterless shampoo, braid marinade, and itch-therapy spray—designed especially for clients with natural hair.
Mr. Agyemang encouraged Ghanaians to have confidence in both imported and locally manufactured Ghanaian products.
“There are many good local products emerging in Ghana. Consumers should feel confident to patronise them because they are equally effective,” he noted.
The AFAM Ghana workshop ended with product exhibitions, demonstrations, and appreciation packages for participants, reinforcing the company’s commitment to professional development within Ghana’s beauty and cosmetology industry.
