How TWiST Is Reshaping Ghana’s Beauty Industry

In the bustling world of hair, makeup, and glam, innovation is no longer a luxury, it’s a necessity. And at the heart of this transformation is a rising star in the African tech space: TWiST Beauty, a company boldly putting beauty in the palms of everyday people across Ghana.

TWiST is not just another beauty app. It’s a full-blown ecosystem designed to support, elevate, and empower beauty professionals and clients alike. From hair stylists and makeup artists to the everyday woman seeking on-demand beauty services, TWiST has carved out a niche where convenience meets creativity.

“We looked around and realized beauty was still largely offline,” says Nunya Tomey, Founder and CEO of TWiST. “It was hard to find vetted makeup artists, hairstylists, or nail techs, especially on short notice. We thought: what if we could change that with just a tap?”

And they did.

The Beauty-Tech Marriage Africa Needed

At its core, TWiST is a marketplace app. But it goes far beyond booking appointments. It allows users to discover trending styles, switch between personal and business accounts, and connect with verified service providers through a sleek, intuitive platform.

It’s Uber, Instagram, and LinkedIn, blended into one app for the beauty world.

According to Tina Delasi, TWiST’s Chief Marketing Officer, the app is also a platform for economic empowerment.

“Many beauty professionals are incredibly talented but digitally invisible,” she says. “TWiST gives them tools to manage their businesses, showcase their work, and build real brands.”

Bringing Tech to the Salon Chair

What makes TWiST particularly exciting is its focus on gamification and user experience. Service providers earn “TWiST Coins” with every appointment, unlocking rewards that encourage them to stay engaged and grow on the platform.

Features like business dashboards, instant availability toggles, and client reviews help beautypreneurs run their businesses like pros.

This innovation hasn’t gone unnoticed.

With events like the ongoing GLOWTOUR, TWiST is moving from app store downloads to real-world impact. The tour combines makeup masterclasses, small business training, and content creation workshops—all aimed at preparing beauty experts for a digital-first future.

“It’s about more than glam,” Nunya adds. “We’re teaching beautypreneurs how to survive and thrive in a fast-changing world.”

What’s Next for TWiST?

As the app gains traction, the team is eyeing new markets, deeper AI integration, and broader educational programming.

But no matter how fast they grow, their mission remains the same: to make beauty accessible, affordable, and digitally seamless.

TWiST isn’t just bringing beauty to people, it’s empowering people through beauty.

So whether you're a busy professional booking a quick hairstyle, or a stylist looking to expand your clientele, one thing is clear: with TWiST, beauty truly is in the palms.