Competition in Kenya’s beauty industry is intensifying with new entrants pumping more investments in the sector.
The latest move has seen Indian beauty multinational Mega Growth join the battle for Kenyas billion-dollar beauty industry.
Mega Growth is the latest brand to increase its offering in the local market in a bid to woo the Kenyan consumers.
According to Margaret Muriithi, the Hair Care Brand Manager, over the last six years the Kenyan market has grown, forcing the industry players to customise offerings for the local market to beat competition.
She said that the firm has been conduction an ongoing research to understand the causes of hair breakage and develop effective solutions specific for Kenyans.
“We understand the unique challenges faced by today’s African woman when it comes to achieving healthy and beautiful hair. That is why our scientists have been continuously researching to find out the causes of hair breakage and develop innovative solutions,” said Muriithi.
Mega Growth says that following the research it has launched a campaign targeting women aged 25 to 45 to prevent hair breakage and promote healthy hair.
The campaign, titled 'Goodbye Hair Breakage,' emphasizes the importance of internal hair care in addition to external care.
It is betting on these initiatives to stay ahead of the competition in the nascent hair care category projected to become more sophisticated on dynamic consumer needs over the next five years.
Kenya's beauty industry has witnessed a remarkable surge in innovation and diversity, catering to a wide range of skincare, haircare, and cosmetic needs.
This burgeoning sector has reflected a growing awareness and appreciation for self-care and personal grooming among Kenyans.
One of the key driving forces behind this growth is the increasing availability of locally produced beauty products that are specifically tailored to meet the unique needs of Kenyan consumers.
“Mega Growth is more than just a hair solution, it is a companion that understands and nurtures the unique needs of the African woman, and walks with her the journey to strong beautiful hair” added Muriithi.
The beauty care industry has in the past few years attracted giant multinational brands. These include French-owned L’oreal, and Garnier, Swedish-owned Oriflame and U.S. owned Estee Lauder.
As of 2022 Kenya’s beauty industry was estimated to be worth Sh100 billion with a growth of almost 400 percent per annum.
