
Beauty and Personal Care in Kenya
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.
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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