KENYA IS THE EPICENTER OF BEAUTY IN EAST AFRICA

Kenya has been an important player in the East African area and a developing hub for the global beauty industry in recent years. Kenya's beauty and personal care market is expected to increase at an annual rate of 6.78% with a current valuation of $2.3 billion, according to Statista. Kenya is beginning to emerge as a beauty hotspot in the region, with major competitors like Ethiopia, which is predicted to generate up to $5.12 billion in revenue by 2024, in comparison to other well-known East African nations like Tanzania, Rwanda and South Sudan, which have respective revenue of $391.90 million, $69.75 million and $25.59 million.

Kenya's economy has proven to be very resilient and dynamic, which attracts foreign companies, including well-known international cosmetic brands. Nairobi, Kenya saw the opening of a MAC Cosmetics store by the Estée Lauder Companies in 2014. Other beauty brands such as Clinique, Clarins and Lancome were supplied in the Kenyan market through Lintons Beauty World, a multichannel retail organization formed by Dr. Joyce Gikunda and Edward Gikunda that has grown to 30 outlets in Nairobi, Mombasa and Kampala. The French cosmetics company L'Oréal decided to establish a new subsidiary in Kenya in 2011 as part of its strategy to penetrate the East African market. According to a statement, "this will be the Centre for growing the group's activities in East Africa, a region which also covers Ethiopia, Tanzania, Rwanda, Burundi and Uganda." It went on, "These are vibrant markets with lots of potential new customers." Additionally, the business purchased Kenya's Inter consumer Products Limited, the company behind the Nice & Lovely brands; the purchase was estimated to be "worth billions of Kenyan shillings." P&G, Unilever and PZ Cussons are just a few of the numerous conglomerates Kenya has welcomed.

The astonishing rise of Kenya as a global beauty hotspot and competitor for domination in East Africa is noteworthy. Due to its strong purchasing and selling capabilities and vibrant beauty market, the nation has established itself as a major participant in the sector. Beauty businesses can take advantage of the numerous opportunities that Kenya presents by having a thorough awareness of the local consumer and entering the market strategically.

From Expo's official website