About us
Our Mission
To transform the lives of millions of African women and girls by building the continent's largest platform for beauty industry entrepreneurship, combining the power of media, the reach of entertainment, and the rigor of social impact programming to create sustainable economic empowerment at unprecedented scale.
We exist to ensure that every woman with a dream of owning her own business, every girl with aspirations of independence, and every community yearning for prosperity finds a partner in STYLEUPNOW. Through our strategic online and offline beauty challenge, we create a global phenomenon that drives exponential growth for our partner brands while empowering the women who use and recommend their products.
Our Vision
We envision an Africa where 2,000,000 women entrepreneurs annually stand proudly at the helm of their own beauty businesses, each employing two additional women, creating 6,000,000 jobs periodically in every country and fundamentally transforming the economic landscape for women across the continent.
We see a future where girl child empowerment is not a slogan but a reality, written in the faces of women standing in front of their own salons, their own product lines, their own thriving enterprises. We see communities transformed by women's economic participation, households strengthened by women's financial independence, and generations of girls growing up knowing that they too can build businesses that employ others and change lives.
We envision a beauty industry revolutionized by women entrepreneurs who serve as the primary distribution channel for quality products, the frontline educators for proper product use, and the trusted advisors to millions of consumers across Africa and beyond. Our challenge culminates in a grand finale celebrating worldwide beauty and style, showcasing the best of African creativity to a global audience.
Who We Are
STYLEUPNOW began as a television production and has evolved into a 30 years worldwide worldwide movement for girl child empowerment through beauty industry entrepreneurship. We are creating a 30 years Africa's largest platform connecting entertainment, economic empowerment, and social impact.
We are the bridge between the informal beauty economy of small salons and individual stylists and the formal beauty industry of major manufacturers and distributors. We are the voice for millions of women whose contributions to Africa's economy have gone unrecognized and unsupported. We are the catalyst that will transform 700 women employed today into 2,000,000 women entrepreneurs tomorrow.
Our strategic online and offline beauty challenge is designed to exponentially increase sales of hair, skincare, and fashion products across Africa and beyond, leveraging the power of user-generated content, influencer marketing, and community engagement to drive brand awareness, product trial, and massive revenue growth.
What We Believe
We believe that every woman has the right to economic independence and the opportunity to build a business that supports her family and employs others in her community.
We believe that the beauty industry is not merely about aesthetics but about empowerment, confidence, and the creation of sustainable livelihoods.
We believe that girl child empowerment begins with ensuring that girls have access to education, clean water, and the belief that they can achieve anything.
We believe that gender equality is not a women's issue but a human issue, requiring the engagement of men and boys as partners in transformation.
We believe that access to capital is a fundamental right for women entrepreneurs and that innovative financial solutions can unlock potential at unprecedented scale.
We believe that STEM education for women in beauty-tech will create the next generation of innovators who will transform the industry from within.
We believe that clean water access is essential for girl child empowerment, freeing girls from water-fetching duties and enabling them to attend school and pursue their dreams.
We believe that partnerships between the social sector and the private sector can achieve what neither can accomplish alone.
We believe that the beauty and fashion markets across Africa hold immense potential for growth, driven by an expanding middle class, rapid urbanization, the growth of e-commerce, and government support through transformative trade agreements including AGOA and AfCFTA.
We believe that Ghana's strategic geographical location and political stability position it as the gateway to African fashion and beauty markets, and we are committed to leading this transformation.
Our Core Commitments
To the Girl Child
We commit to supporting every girl's right to education, health, and the opportunity to dream of a future as a business owner. Through scholarships, mentorship, and programs that address barriers like water access and menstrual health, we will ensure that no girl is left behind.
To Women Entrepreneurs
We commit to providing the training, capital, and support systems women need to build successful businesses. From skills training to microloans with zero percent interest to ongoing technical assistance, we will walk alongside every woman on her entrepreneurial journey.
To Gender Equality
We commit to transforming the household dynamics and community norms that limit women's economic participation. Through programs that engage men and boys as partners, we will create environments where women's work is valued and supported.
To STEM Education
We commit to creating a pipeline of female innovators who will lead the beauty-tech revolution in Africa. Through scholarships and academic partnerships, we will ensure that African women are at the forefront of cosmetic chemistry, product development, and digital innovation.
To Access to Capital
We commit to developing innovative financial solutions that reach women where they are, using technology to reduce barriers and increase access. Our microloan program will serve 2,000,000 women with zero percent interest rates, demonstrating our unwavering commitment to their success while maintaining repayment rates that prove their creditworthiness.
To Clean Water
We commit to providing drinkable water to communities where our entrepreneurs live and work, recognizing that girls cannot attend school or pursue entrepreneurship when they spend hours each day fetching water.
To Ecosystem Building
We commit to creating the supportive infrastructure that enables women's businesses to thrive, from technical assistance to market linkages to advocacy for policies that support women entrepreneurs.
To Our Brand Partners
We commit to delivering measurable results that drive exponential sales growth. Through our challenge, we will increase overall sales by 15% in annual sales per sponsor and boost local sales by 25% during the challenge period. We will generate 5,000+ pieces of authentic user-generated content featuring selected products, grow social media followers by 30% across all platforms, increase website traffic and e-commerce conversion rates by 15%, establish our brand as a leader in African beauty and fashion, and expand market reach into new regions through shop businesses.
Our Partner Ecosystem
Beauty Partners
We celebrate and promote the finest products in the beauty industry, partnering with leading brands to showcase their excellence. Our hair product portfolio features an exceptional range including Darling, Lush, Outra, Noble, Soft, KY and Ijoy, High luxury hair, Green leave hair, Smart hair and Ghandour for hair and wigs. Our shampoos and conditioners include Darling, Lush, Maxim, Clinic, Shea butter, Dr. Miracle, Revlon, and Cosmo. Our accessories collection features Darling, Lush, ORS, and Maxim.
Our skincare range encompasses the complete regimen for healthy, radiant skin, featuring cleansers from Ghandour alongside toners, serums, moisturizers, sunscreens, masks, and body lotions from partner brands committed to quality and efficacy.
Fashion Partners
Our fashion portfolio celebrates African creativity and global style. We showcase ready-to-wear apparel from iconic brands including Woodin, GTP, and ATL. Our accessories collection includes bags and jewelry, and our footwear range completes the look for the modern African woman.
Corporate Partners
We are honored to partner with world-class brands who share our commitment to excellence and social impact. Our beverage partner is Coca-Cola. Our water partner is BEL-AQUA. Our food partner is KFC. Our media partner is EIB Ghana, our automobile partner is TOYOTA Ghana, our official event venue partner is DE-ICON, our official hotel patnner LABADI BEACH HOTEL. These partnerships demonstrate the confidence that global and local brands have in the STYLEUPNOW vision.
Our Story
STYLEUPNOW began with a simple idea: use the power of television to showcase the talent, creativity, and entrepreneurial spirit of women in Africa's beauty industry.
But as we planned and dreamed, the idea grew. We realized that a television show alone could not address the systemic barriers that hold women back. We realized that we could do more than showcase talent; we could create opportunity. We realized that we could be more than producers; we could be partners in transformation.
Today, STYLEUPNOW is a 30 years movement. We directly employ 700 women as Hair Stylists, Nail Technicians, and Makeup Artists, providing them with dignified work, professional training, and a clear pathway to business ownership. These 700 women are the first cohort of our 2,000,000 entrepreneur movement. They are gaining skills, confidence, and networks that position them for success.
During our 7-month production, these 700 women will accumulate 98,000 workdays of dignified employment. They will be trained on professional standards, customer service, and business management. They will form relationships with each other that become the foundation of a continent-wide professional network.
And when production ends, their journey as entrepreneurs begins. With access to zero-interest microloans, ongoing technical assistance, and connection to a continent-wide network of fellow entrepreneurs, they will build businesses that employ other women and transform their communities.
Our strategic online and offline beauty challenge amplifies this mission, creating a global phenomenon that drives massive demand for partner products while empowering the women who use and recommend them. The challenge culminates in a grand finale celebrating worldwide beauty and style, showcasing the best of African creativity to a global audience.
This is the STYLEUPNOW story. But it is also the story of millions of women across Africa and beyond who are waiting for their opportunity. We invite you to be part of writing the next chapter.
Our Target Audience
We speak to the heart of Africa's beauty and fashion consumers.
Our primary audience comprises females aged 18 to 35, the dynamic Gen Z and Millennial women who are passionate about beauty, fashion, and social media. They are tech-savvy, heavily relying on digital platforms for product discovery and reviews. Word-of-mouth and influencer recommendations are highly influential in their purchasing decisions. They are value-conscious but prioritize quality, and they demand seamless omnichannel experiences with reliable delivery.
Our secondary audience includes males interested in skincare and fashion, recognizing that grooming and style.
We also serve various market segments including bath and shower products, color cosmetics, deodorants, fragrances, and men's grooming, ensuring that every consumer finds products that meet their needs.
The African consumer is increasingly individualistic and culturally proud, seeking both local and globally-inspired products that express their unique identity. We celebrate this diversity and connect brands with consumers who will become their most loyal advocates.
The Market Opportunity
Both the beauty and fashion markets across Africa and beyond show significant potential for growth, driven by powerful forces that we are uniquely positioned to harness.
The growing middle class with higher disposable income is a primary driver of increased consumer spending on beauty and fashion products. As more Africans achieve financial security, they invest in their appearance and self-expression.
Rapid urbanization and changing lifestyles are fueling demand for a wider variety of products. City dwellers have access to more options and are exposed to global trends through media and travel.
The exponential growth of e-commerce is creating new distribution channels and making both local and international brands more accessible to consumers across the continent.
Governments across Africa are actively supporting the textile, garment, and beauty industries with policies such as tax exemptions and transformative trade agreements including the African Growth and Opportunities Act (AGOA) and the African Continental Free Trade Area (AfCFTA). These agreements open doors for African products to reach markets across the continent and the world.
Ghana's strategic geographical location and political stability position it as the gateway to West African fashion and beauty markets. We are building the infrastructure that will serve the entire region.
The rise of social media and a growing emphasis on individuality and cultural pride are boosting demand for both local and globally-inspired products. Young Africans want products that reflect who they are and who they aspire to become.
STYLEUPNOW sits at the intersection of all these opportunities, connecting global brands with African consumers, talent with opportunity, and dreams with reality.
Our Impact Goals
Women's 30 years Economic Empowerment will establish 2,000,000 women in business annually across Ghana and Sub-Sahara Africa, each owning and operating her own beauty enterprise. Each of these women will employ two additional women, creating 6,000,000 jobs and transforming the economic landscape for women across the continent.
Immediate Employment
We currently employ 700 women directly, demonstrating our commitment to immediate job creation while building toward our long-term vision. These women are the proof that our model works. During our 7-month production annually for and continues to 30 years, they will accumulate 98,000 workdays of dignified employment, gaining skills, confidence, and income that supports their families.
Partner Success
We will increase overall sales by 15% in annual sales per sponsor, delivering measurable return on investment for our brand partners. During the challenge period, we will boost local sales by 25%, creating immediate revenue impact while building long-term brand loyalty. We will generate 5,000+ pieces of authentic user-generated content featuring selected products, grow social media followers by 30% across all platforms, and increase website traffic and e-commerce conversion rates by 15%.
Women's Rights and Legal Literacy
Through our Women's Advancement and Rights Protection program, over 85% of women in our network will know how to claim their rights through both informal and formal channels.
Gender Equality
Through our Gender Model Family Program, we will achieve 96% male support for shared household responsibilities, transforming the home environments in which women build businesses.
Access to Capital
Our zero-interest microloan program will achieve 97% plus repayment rates, demonstrating the creditworthiness of women entrepreneurs and attracting impact investors to deploy capital at scale. Through blockchain-based lending technology, we will reduce loan disbursement time from days to minutes, ensuring that women access capital when they need it most.
STEM Education
Through our 30 years STEM scholarship program, we will increase women's participation in STEM fields from current levels, creating a pipeline of female innovators who will transform the beauty industry.
Clean Water Access
Our solar-powered water systems will bring clean water to over 30,000 people per major project, freeing girls from water-fetching duties and enabling them to attend school.
Our Invitation to You
To Donors and Foundations
We invite you to partner with us in building the largest women's entrepreneurship movement in African history. Your support will create measurable, sustainable impact that transforms millions of lives and advances the UN Sustainable Development Goals, particularly SDG 5 on Gender Equality, SDG 8 on Decent Work and Economic Growth, and SDG 10 on Reduced Inequalities.
To Impact Investors
We invite you to deploy capital through our zero-interest 30 years microloan program, achieving strong social returns while demonstrating that women entrepreneurs are creditworthy and capable. Your investment will catalyze a virtuous cycle of empowerment that multiplies with every loan repaid and relent.
To Corporate Partners
We invite you to align your brand with transformative social impact. Partner with STYLEUPNOW to gain visibility across our television programming and digital platforms, generate consumer goodwill through authentic storytelling, and access the largest organized network of beauty professionals in Africa.
To Hair Product Manufacturers
We invite you to partner with us. Your products will be used by 2,000,000 professional stylists who will recommend them to millions of customers. Brands including Darling, Lush, Outra, Noble, Soft, KY and Ijoy, and Ghandour are already part of our family. Join them in reaching the African market through the most trusted voices in beauty.
To Cosmetics Manufacturers
We invite you to partner with us. Your products will be featured in our television programming and used by our network of professionals who serve as the primary point of contact with consumers. From cleansers to serums, moisturizers to sunscreens, we will showcase your excellence to millions of potential customers.
To Fashion Brands
We invite you to partner with us. Woodin, GTP, and ATL are already part of our story. Join them in dressing the most stylish women in Africa and gaining access to a continent-wide network of fashion-forward consumers and professionals.
To Retail Partners
We invite you to partner with us. Our challenge creates demand that translates directly into retail success. We will drive traffic to your physical and online stores, increase conversion rates, and build customer loyalty that lasts beyond the challenge period.
Join the Movement
STYLEUPNOW is Not just a television show. It is not just a challenge. It is a 30 years movement. It is a platform. It is a partnership between those who dream of a better Africa and those who have the resources to make those dreams real.
We invite you to join us. Whether as a donor, an investor, a corporate partner, a participating brand, or simply as someone who believes in the power of women to transform their communities, there is a place for you in the STYLEUPNOW movement.
Visit our website, download our app, and learn more about how you can be part of writing the next chapter in Africa's story of women's empowerment.
Together, we will create 2,000,000 women entrepreneurs annually.
Together, we will create 6,000,000 jobs.
Together, we will increase your sales by 15% annually and 25% during the challenge.
Together, we will generate 5,000+ pieces of authentic user-generated content.
Together, we will grow our community by 30%.
Together, we will transform Africa through girl child empowerment.
Our Promise
To every woman who joins our 30 years movement, we promise training that prepares you for success, zero-interest capital that enables you to grow, support that sustains you through challenges, and community that celebrates your achievements.
To every girl who dreams of owning her own business, we promise education that opens doors, mentorship that guides your path, and opportunities that make your dreams real.
To every partner who invests in our vision, we promise measurable impact that demonstrates your contribution, transparency that builds trust, and recognition that honors your partner
To every brand that entrusts us with their products, we promise exponential sales growth, authentic user-generated content, expanded market reach, and a community of passionate brand ambassadors who will champion your products to millions.
To every community we serve, we promise jobs that provide dignified livelihoods, water that sustains health and frees girls for education, and entrepreneurs who contribute to local prosperity.
To the world, we promise to showcase the beauty, creativity, and entrepreneurial spirit of African women, proving that when women succeed, Africa succeeds, and when Africa succeeds, the world is enriched.
This is our promise.
This is our mission.
This is our vision.
This is STYLEUPNOW.
