Best Fibres deepens market presence in Nigeria with Tressa hair launch

Best Fibres Nigeria Limited has formally launched Tressa, a new premium synthetic hair brand, as it deepens its footprint in Nigeria’s fast-growing beauty and personal care market.

The launch event, held on April 23rd in Lagos, brought together distributors, stylists, and beauty industry stakeholders, with the company positioning Tressa as a high-quality yet accessible product aimed at redefining standards in the African hair extension segment.

Speaking at the unveiling, Kenan Alawam, general manager of Best Fibres Nigeria Limited, described Tressa as a globally competitive product manufactured with advanced fibre technology sourced from South Korea.

“We are celebrating Tressa as one of the premium-quality hair products in the market. It is not just another fibre; it is among the best available globally, especially for Africa,” he said. “We are bringing superior quality at a more affordable price point, ensuring Nigerian consumers no longer have to choose between quality and cost.”

Alawam noted that the company’s entry into Nigeria’s hair business builds on its longstanding presence in the country across other product lines. He added that the firm is launching with three product variants and plans to expand to 10 brands before the end of the year.

“We came into the market with three SKUs, and before year-end, we are planning to introduce seven more, bringing the total to 10,” he said.

On the economic impact, he said the investment would contribute to job creation and support the broader value chain in Nigeria’s beauty industry.

“Our company is already employing over 150 staff directly, and we expect this number to grow as the business expands,” he added.

Khaled Sallam, managing director of the company, said the decision to invest in Nigeria was driven by longstanding ties to the country and confidence in its market potential.

“Nigeria is home for us. We are proud to invest in the beauty of Nigerian women and contribute to the market with products that add value,” he said.

Sallam added that the product has been registered with the Standards Organisation of Nigeria, assuring consumers of its compliance with local safety and quality standards.

Shahin Alawam, head of production system optimization at Best Fibres Nigeria Limited, emphasised the technical superiority of the product, noting that the fibre used in Tressa is among the softest currently available in the market.

“This fibre is extremely soft, voluminous, and does not cause itching. We have tested it extensively across hundreds of styles, and the results have been outstanding,” he said. “It is also tangle-free, easy to manage, and safe for everyday use.”

He added that the product is designed with safety in mind, highlighting its resistance to fire and compatibility with hot water styling methods.

“It does not catch fire easily and is safe for use at home. It is also gentle on the skin and comfortable to wear for long periods,” he said.

Also speaking, Ekemini Ogbiko, marketing manager at Best Fibres Nigeria Limited, said Tressa stands out due to its use of 100 percent premium raw fibre and a production process that enhances durability, shine, and volume.

“What makes Tressa different is the quality of the fibre and the processing it undergoes. It is soft, smooth, tangle-free, and comfortable, with no skin irritation,” she said. “We are giving Nigerian women a product that elevates their confidence and style.”

She added that the brand is designed to meet the expectations of Nigerian consumers, who are increasingly discerning about beauty and personal care products.

“We can assure Nigerian women that Tressa will deliver the beauty, confidence, and style they desire. It is about unlocking a new level of self-expression,” she said.

At the event, the company also outlined its broader vision to build Tressa into Africa’s leading hair fashion brand within the next five years.

According to the company, the brand will adopt a style-first strategy, leveraging workshops, market activations, campus engagements, and digital campaigns to drive adoption and visibility.

Among the products unveiled were Supershine, Fast Braid, and Tasty Braid—each designed to deliver ease of use, durability, and styling efficiency for both professionals and everyday users.

The company said its approach goes beyond product sales, aiming to create a broader ecosystem that supports stylists and distributors through marketing support, brand visibility, and profitability.

“For stylists, this means faster braiding time, better results, and more referrals. For distributors, it means strong brand backing and improved returns,” the company said.

Best Fibres Nigeria Limited noted that the launch of Tressa represents the beginning of a long-term strategy to build a trusted brand that combines quality, affordability, and innovation.

“We are not just launching a product; we are building a movement,” the company said. “Tressa is about confidence, identity, and empowering women to feel like the best version of themselves.”