“Pretty Hurts”: The unregulated war on beauty in Ghana – a sister thinking out loud

In Accra, Ghana, a stroll through bustling neighbourhoods like East Legon, Osu Oxford Street, Madina, Ablekuma, Spintex or a journey up north to Tamale, Kumasi, or move to the Western city of Takoradi reveals a striking trend: gleaming storefronts and social media adverts promising “perfect curves,” “pink skin,” “shiny teeth,” and “Hollywood smiles’ Flat tummies” .

Beauty clinics and spas are multiplying at an unprecedented rate, offering everything from buttock and breast enhancements to flat tummies and fashion braces.

Yet beneath these glossy advertisements and seemingly glamourous appearances lies a public health crisis that experts warn is fuelling a surging rate of cancer, kidney disease, hypertension, and other non-communicable diseases (NCDs) across the country (Amoako et al., 2021). ...