Market value (Beauty & Personal Care): In 2025, Kenya’s beauty & personal care market is estimated at about USD 2.44 billion and is expected to grow at roughly ~5% CAGR through 2030.

This sector includes cosmetics, skincare, personal care, haircare, wellness products, spa & wellness services, and supplemental health products.

Growth drivers:

• Rising urbanization and disposable income, especially among middle-class consumers.
• Increasing health consciousness and demand for organic/natural products.
• Growth in online retail and modern retail distribution channels.
• Expansion of wellness services (spa, fitness, aesthetic clinics), though data often focuses more on product segments.

Recent Market Trends

Beauty products and skincare imports into Kenya have been increasing significantly, with import volumes and values rising consistently — in 2023 imports reached peaks, and growth is expected to continue.

Kenya is also becoming an East African hub for beauty product distribution due to its strategic position in regional trade.

Top Exporters to Kenya

UAE, Tanzania, South Africa, Uganda and European Union

Kenyan beauty and skincare exports are relatively modest but show strong regional demand Share Percentage

• Uganda - 33%
• Rwanda - 22%
• Tanzania - 22%
• France - 6%
• South Sudan - 5.8%
• Burundi, Somalia, Djibouti- Smaller Share

Additional Suppliers (smaller but present)

China, India, UK, Germany, USA, Indonesia, Côte d’Ivoire — noted as additional suppliers, but not top tier in 2023.

This pattern shows a mix of regional African suppliers (e.g., Tanzania, Uganda, South Africa) and global trade hubs (UAE, EU).

The East African Community (EAC) countries (Uganda, Rwanda, Tanzania) are clearly the primary regional markets for Kenyan beauty products.

India’s Position in Kenya’s Imports

India is not among the top few suppliers like UAE, Tanzania, South Africa, or Uganda — it falls into a secondary tier of import sources for beauty & skin care products.

Historical data (2020) showed India as a noticeable but smaller contributor to Kenya’s beauty imports (e.g., ~$600 K out of ~$8 M total).

2024 trade figures specifically for India exports of essential oils, perfumes, cosmetics and toiletries to Kenya were about US$15.6 million across categories — which indicates some participation but not top ranking

India’s overall bilateral trade with Kenya is strong (over USD 3.7 billion in goods/services), and Indian wellness or herbal products (natural supplements, Ayurvedic wellness) are gaining interest locally, but specifically in the beauty segment India is not one of the largest direct exporters compared to Gulf, African, or EU sources.