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Beauty and Personal Care in Kenya

Published Aug 29, 2025
Length 106 Pages
SKU # EP20363892

Description

Retail volume sales of beauty and personal care products in Kenya registered robust growth in 2024, with a marked acceleration compared to previous years. The market has been influenced by the growth of internet-based enterprises such as Uncover, which expanded its digital presence through targeted skin education campaigns. Similarly, Bandari Beauty strengthened its e-commerce operations to meet rising urban demand for convenience and personalised skin care.

Euromonitor International's Beauty and Personal Care in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

106 Pages
Beauty and Personal Care in Kenya
Euromonitor International
August 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN KENYA
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Urbanisation and retail expansion drive greater product reach
Sustainability is emerging as key driver of purchasing behaviour
Rise in digitalisation and social media boosts product adoption
PROSPECTS AND OPPORTUNITIES
Mass skin care set to remain leading and most influential category
Local and familiar ingredients to drive growth across mass bath and shower products
E-commerce and digital payment platforms will continue to enhance shopping experience
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising disposable incomes, greater availability, and social media drive growth
Rasisi Perfumes leads fragmented market
Affluent consumers drive premium beauty and personal care, but authenticity remains a concern
PROSPECTS AND OPPORTUNITIES
Rising female workforce participation to drive growth
Personalised experiences and products redefine shopping habits
Innovation around local ingredients will resonate with consumers
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Parents pay closer attention to products designed for children’s skin
Unilever’s Vaseline maintains leadership through strong heritage and visibility
Supermarkets remains channel of choice for buying baby care products
PROSPECTS AND OPPORTUNITIES
Shifting demographics and a growing middle class will fuel further expansion
Rising demand for specialised products
Small local grocers will remain key distribution channel but convenience will be a key driver of growth
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising hygiene awareness drives growth in bar soap sales
Reckitt Benckiser consolidates its lead
Supermarkets offer convenience and choice to consumers
PROSPECTS AND OPPORTUNITIES
Urbanisation, rising incomes and wellness trends will drive growth
E-commerce will improve brand visibility
Expected innovation in sustainability space
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2019-2024
Table 34 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 36 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 37 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 39 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Local production ensures wide range of affordable options
L'Oreal maintains its lead
Beauty specialists maintain lead in terms of distribution
PROSPECTS AND OPPORTUNITIES
Shifting demographics and strong focus on personal grooming will drive future growth
Ecommerce will continue to grow
Gen Z will be viewed as key target for innovation and consumption
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2024-2029
DEODORANTS IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Popular roll-ons drive growth
Beiersdorf maintains its lead
Supermarkets remains leading distribution channel while e-commerce gains ground
PROSPECTS AND OPPORTUNITIES
Enhanced personal grooming routines will drive growth of deodorant sprays
E-commerce set to be most dynamic distribution channel
Products with a natural positioning will gain further ground
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2019-2024
Table 52 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 54 NBO Company Shares of Deodorants: % Value 2020-2024
Table 55 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 57 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising interest in personal grooming drives growth
Reckitt Benckiser remains leading player, despite increased competition
Supermarkets maintain their lead while e-commerce gains strength
PROSPECTS AND OPPORTUNITIES
Hair removals/bleaches to lead growth as consumer demand more sophisticated products
Convenience and comfort will drive shift away from traditional razors
Product differentiation and focus on reusable and refillable options will be key manufacturer strategies
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2019-2024
Table 61 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 62 NBO Company Shares of Depilatories: % Value 2020-2024
Table 63 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 64 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rise of middle class and new product launches drive growth of mass fragrances
Rasasi Perfumes maintains its lead by aligning with consumer preferences
Beauty specialists lead distribution
PROSPECTS AND OPPORTUNITIES
Mass fragrances will continue to dominate sales
Premium fragrances offer strong potential, despite challenges
Locally-sourced and customised fragrances will drive innovation
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2019-2024
Table 67 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 68 NBO Company Shares of Fragrances: % Value 2020-2024
Table 69 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 72 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hair care market continues to expand on back of urbanisation and rising spending power
Haco Tiger Brands maintains leadership amid rising competition
Supermarkets is the main channel for hair care products
PROSPECTS AND OPPORTUNITIES
Hair care sales will continue to grow on back of urbanisation, health trends and e-commerce expansion
Expected shift away from chemical-based hair care
Innovation will increasingly focus on natural ingredients
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2019-2024
Table 75 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 77 NBO Company Shares of Hair Care: % Value 2020-2024
Table 78 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 82 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Urbanisation and growing focus on personal grooming boost sales
Men’s grooming market sees rising competition
Supermarkets maintain lead but e-commerce and hypermarkets gain traction
PROSPECTS AND OPPORTUNITIES
Men’s skin care to lead growth
Mass men’s fragrances set for robust growth amid growing desire for self-expression
Increasing focus on sustainability, but affordability will remain crucial
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2019-2024
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 89 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Health campaigns heighten awareness of oral hygiene
Colgate-Palmolive maintains its lead amid competitive pressures
E-commerce gains traction
PROSPECTS AND OPPORTUNITIES
Oral care market will continue to expand, in line with growing sophistication of dental routines
Limited demand for sophisticated and targeted products
Innovation will focus on sustainability, natural ingredients, and technology
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2019-2024
Table 95 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 96 Sales of Toothbrushes by Category: Value 2019-2024
Table 97 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 99 NBO Company Shares of Oral Care: % Value 2020-2024
Table 100 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 101 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 103 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Social media and growing focus on personal grooming boost sales
Unilever maintains its lead while Revlon makes strides
Supermarkets remains key distribution channel while e-commerce shows dynamism
PROSPECTS AND OPPORTUNITIES
Rural and peri urban areas show untapped growth potential
Shit towards locally-produced, natural offerings
E-commerce and digital innovation to drive growth
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2019-2024
Table 106 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 107 NBO Company Shares of Skin Care: % Value 2020-2024
Table 108 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 110 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN KENYA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Kenyans consumers show growing awareness about the importance of sun protection
Beiersdorf leads highly fragmented market, with new entrants gaining traction
Supermarkets maintains leading share of sales
PROSPECTS AND OPPORTUNITIES
Sun care market will face ongoing challenges
Sun care products will be purchased primarily by affluent consumers
Education via social media could drive consistent usage
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2019-2024
Table 113 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2019-2024
Table 115 NBO Company Shares of Sun Care: % Value 2020-2024
Table 116 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 118 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029

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