Competitive Landscape
L’Oréal Maintains Its Lead through Digital Innovation and Sustainability Focus
Colour cosmetics in Kenya remained moderately concentrated in 2025, with the top company, L’Oréal East Africa Ltd, holding a substantial 22% share of retail value sales. This represents a slight decline from its peak of 26% in 2024 but remains higher than its share of 11% in 2020, and it maintains a clear leadership position.
Digital and Sustainability Trends to Open Growth Avenues for Diverse Players
The ongoing emphasis on digital innovation and sustainability creates fertile ground for businesses in colour cosmetics to expand their reach and deepen consumer connections. L’Oréal’s leadership, supported by digital expansion, underscores the importance of integrating technology such as AI tools and virtual experiences to meet the demands of younger, digitally native consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Colour Cosmetics in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Colour Cosmetics in Kenya?
- Which are the leading brands in Kenya?
- How are products distributed in Kenya?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Colour Cosmetics in Kenya - Category analysis
Key Data Insights
Local Brands Leverage Technology and Inclusivity to Drive Growth and Loyalty
Local Brands Leverage Technology and Inclusivity to Drive Growth and Loyalty
Suzie Beauty Leads Sustainability and Local Ingredient Adoption among Consumers
Shifting Consumer Expenditure and Demographic Trends Bolster Category Expansion
Consumers in Emerging Towns Set to Drive Growth
Lip Products Will Continue to Lead Sales, Boosted by Affordability and Localisation
Brands Embracing Sustainability and Local Heritage to Gain Competitive Advantage
L’Oréal Maintains Its Lead through Digital Innovation and Sustainability Focus
Digital and Sustainability Trends to Open Growth Avenues for Diverse Players
Beauty Specialists Adapt Digitally to Retain Leadership
Retail E-Commerce Faces Share Decline Despite Strong Social Commerce Role
Beauty and Personal Care in Kenya - Industry Overview
Urban Consumers and Rising Incomes Drive Strong Growth in Beauty and Personal Care
Key Data Insights
Urban Consumers and Rising Incomes Drive Strong Growth in Beauty and Personal Care
Skin Care Leads Retail Value While Deodorants Accelerates Growth
Imperial Leather’S "Caring for Kenya" Campaign Drives Sustainability and Trust
Urban Consumers and Digital Engagement Set to Fuel Growth to 2030
Skin Care to Continue to Lead in Value, with Mass Skin Care Growing through Digital Innovation
Eco-Conscious Innovation, Affordability, and Digital Retail to Shape Consumer Engagement
Unilever and L’Oréal Sustain Lead through Brand Strength and Accessibility
Supermarkets Consolidates Its Lead While Retail E-Commerce Remains Important
Country Reports Disclaimer
The following categories and subcategories are included:
Colour Cosmetics
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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