At the onset of the COVID-19 pandemic, sales of mass beauty and personal care products plummeted, owing to changing consumer purchasing behaviours which saw consumers focus more on purchasing essentials (such as food and necessary household items) rather than beauty and personal care products, which are perceived more as luxuries. However, with the reduced impact of the pandemic, the economy is gradually opening up and incomes slowly improving, which has seen a resumed demand for beauty and personal care products among consumers.
Mass beauty and personal care is a highly fragmented category, with brands Nice & Lovely and Dark & Lovely (L'Oréal East Africa Ltd) topping the list. L'Oréal has a very wide product portfolio, which ensures all consumers’ needs are met.
The demand for mass beauty and personal care is set to be driven by the low- and middle-income segments of consumers. This is due to mass products’ low-price points, which increases their demand in the wake of increasing inflation.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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