Who we are
Hendlers Beauty & Fragrance is a distribution platform for fragrance, beauty and makeup brands across West and Central Africa. We connect international partners with fast-growing markets through a strong regional network covering 10 countries, more than 5,220 clients, and over 900 SKUs. Our focus is authentic products, reliable supply, competitive pricing, brand development, and efficient delivery tailored to retail, pharmacy, salon, and wholesale channels.
A dynamic and expanding market driven by demographic growth and evolving consumer demand.
Senegal
18.2M | $1.75B GDP
Togo
8.9M | $0.95B GDP
Ivory Coast
29M | $2.6B GDP
Burkina Faso
23.3M | $0.87B GDP
Guinea
14.1M | $1.45B GDP
Benin
13.7M | $1.4B GDP
Gabon
2.4M | $8.2B GDP
Ghana
34.1M | $2.38B GDP
Sierra Leon
8.9M | $0.51B GDP
Cameroon
28.6M | $1.65B GDP
Our Market
Expanding across key West African countries with strong demographic growth and rising consumer demand.
Total population
Across 9 markets with regional coverage in West Africa
A dynamic and expanding market driven by demographic growth and evolving consumer demand.
Senegal
18.2M | $1.75B GDP
Togo
8.9M | $0.95B GDP
Ivory Coast
29M | $2.6B GDP
Burkina Faso
23.3M | $0.87B GDP
Guinea
14.1M | $1.45B GDP
Benin
13.7M | $1.4B GDP
Gabon
2.4M | $8.2B GDP
Ghana
34.1M | $2.38B GDP
Sierra Leon
8.9M | $0.51B GDP
Cameroon
28.6M | $1.65B GDP
Prestige fragrances
Luxury makeup
Luxury fragrances
Gift sets & seasonal launches
Professional haircare
Professional treatments
Beauty accessories & toolsSegments
Our customer
We partner with a wide network of retailers and distributors across West Africa, ensuring strong market presence and product availability.
Retail
Channels
420
Perfumeries
120
Department stores
980
Beauty stores
Distribution network
4
Wholesale distributors
1250
Pharmacies
2300
Salons
Our customer
We partner with a wide network of retailers and distributors across West Africa, ensuring strong market presence and product availability.
Retail
Channels
420
Perfumeries
120
Department stores
980
Beauty stores
Distribution network
4
Wholesale distributors
1250
Pharmacies
2300
Salons
32
Department Stores
160
280
360
360
Parfumerise
Pharmacies
Beauty Retail Stores
Department Stores
1190+
new customer in 2025
A significant increase in new customers across multiple channels and markets.
32 Department Stores
160 Parfumerise
280 Pharmacies
360 Beauty Retail Stores
360 Department Stores
Our team
Our growing team of specialists operates across key markets in West Africa, combining local insight with strong operational capabilities.
We support brands at every stage — from market entry to expansion and retail execution.
41
Sales Representatives in 10 Countries
23
Beauty Advisors & Brand Trainers
23
Key Account & Retail Managers
8
Brand & Marketing Managers
4
Finance & Compliance Specialists
5
Trade Marketing & Event Managers
/
Our team
Our growing team of specialists operates across key markets in West Africa, combining local insight with strong operational capabilities.
We support brands at every stage — from market entry to expansion and retail execution.
41
Sales Representatives in 10 Countries
23
Beauty Advisors & Brand Trainers
23
Key Account & Retail Managers
8
Brand & Marketing Managers
4
Finance & Compliance Specialists
5
Trade Marketing & Event Managers
What do we offer
What do we offer
What do we offer to our customers?
Authentic and high-quality beauty
products
Competitive pricing and loyalty
programs
Transparent supply and reliable
stock availability
Fast and secure delivery across
our distribution network
What do we offer to our partners?
Brand development and market
expansion plan
Marketing campaigns, retail
activations and product launches
Brand visibility and awareness
strategy in key markets
Long-term strategic partnership
Professional Excellence Through Global Exposure
Our top-performing partners are regularly invited to attend major global beauty and cosmetics events, including Cosmoprof, Beautyworld Middle East, and international fragrance and cosmetics exhibitions.
Discover the latest beauty and fragrance innovations
Engage with leading global brands and manufacturers
Strengthen retail expertise and market knowledge
Stay aligned with international beauty industry standards
Professional Excellence Through Global Exposure
Our top-performing partners are regularly invited to attend major global beauty and cosmetics events, including Cosmoprof, Beautyworld Middle East, and international fragrance and cosmetics exhibitions.
Discover the latest beauty and fragrance innovations
Engage with leading global brands and manufacturers
Strengthen retail expertise and market knowledge
Stay aligned with international beauty industry standards
Our Main Values
Our Main Values
43,900 deliveries in 2025
A high number of completed deliveries confirms our experience, reliability, and customer trust.
900+ SKUs
A wide product range allows us to offer optimal solutions for different needs.
24/7 Availability
We are always available, respond quickly to requests, and collect feedback to continuously improve our service.
Fast delivery
Well-established processes and logistics allow us to fulfill orders quickly and without unnecessary delays.
Authentic products
We work exclusively with original products from official suppliers, ensuring the authenticity and quality of every item.
Global Beauty Industry Events
Hendlers Distribution actively participates in leading international beauty and fragrance exhibitions, connecting with global brands, manufacturers and industry leaders.
Through these events, we explore new product innovations, strengthen strategic partnerships and identify emerging trends shaping the beauty and cosmetics market.
Global Beauty Industry Events
Hendlers Distribution actively participates in leading international beauty and fragrance exhibitions, connecting with global brands, manufacturers and industry leaders.
Through these events, we explore new product innovations, strengthen strategic partnerships and identify emerging trends shaping the beauty and cosmetics market.