QNET’s wellness brand Amezcua is targeting Nigeria’s $7.8 billion personal care market with the rollout of a new grounding mat, as it expands across Africa to capture rising demand for lifestyle-based health products.
The GX-1 Bio-Reset System, launched as part of Amezcua’s 20-year milestone, is a non-powered mat designed for everyday use at home or work. The product does not require electricity or batteries and does not emit electrical signals, the company said.
The rollout marks the first phase of Amezcua’s expansion across Sub-Saharan Africa, the Middle East and Central Asia, regions where consumer interest in preventive health and holistic wellbeing is growing.
Nigeria’s beauty and personal care sector was valued at about $7.8 billion in 2023, with some segments projected to grow at more than 17 percent annually between 2023 and 2027. The growth is being driven by a shift towards natural products, fitness, and non-medical wellness solutions.
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Amezcua said the GX-1 is designed to support rest and recovery as part of broader daily routines. The system includes a conductive wire linking a primary mat to a floor contact pad, and can be used in different settings such as beds, chairs or workspaces.
The launch comes amid rising global interest in grounding, also known as earthing, a wellness practice based on physical contact with the earth. While the concept has gained traction among wellness consumers, it remains outside mainstream medical consensus and is generally viewed as complementary.
Mattias Mildenborn, the chief executive officer of QNET said the company is aligning with a global shift towards preventive wellbeing.
“Over the past two decades, we have observed a global shift from reactive healthcare to proactive wellbeing. The GX-1 reflects that transition by offering a simple, non-powered solution designed to integrate seamlessly into modern lifestyles without requiring additional digital dependency,” Mildenborn stated.
Africa’s wellness market is becoming more competitive, as both international brands and local startups target urban consumers with growing disposable income and interest in alternative health practices.
At the same time, the sector faces increasing scrutiny over product claims and marketing practices, particularly in emerging markets where regulation of wellness products is still evolving.
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Amezcua said it positions the GX-1 strictly as a lifestyle wellness product and not a medical device.
Elena Khoo, the chief marketing officer of QNET, said transparency is essential as consumer literacy continues to grow. “The wellness sector is evolving rapidly, and consumers are increasingly discerning. Our responsibility is to communicate clearly that grounding is positioned as a complementary lifestyle practice, not a form of medical care or intervention. Transparency builds long-term trust,” Khoo stated.
The company said the product materials meet European Union safety standards, with independent testing by Bureau Veritas confirming compliance with REACH chemical regulations. It added that the mat is hypoallergenic and suitable for prolonged skin contact.
The GX-1 is sold as a two-mat package, including a larger mat for home use and a smaller portable version. Both can be connected for extended coverage.
Distribution will be through QNET’s e-commerce platform and its network of independent distributors, a model that has supported its expansion in emerging markets.
As Amezcua deepens its presence in Nigeria and other regions, the company is betting that demand for accessible, non-invasive wellness solutions will continue to rise, even as consumers and regulators push for clearer evidence and accountability in the sector.
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