Circadia MD Jitin
Jaggi, Uglow Aesthetics Clinic Nairobi CEO Jean Kinuthia, Circadia business development
executive Ashlea Van Rooyen and marketing specialist Khushboo
Motiani during the official launch
of Circadia Skincare brand in Kenya/ HANDOUT
US-based skincare company Circadia is eyeing a piece of Kenya’s beauty market which with its entry into the local scene.
The brand joined Kenya’s cosmetics and personal care industry—currently valued at over $2.3billion (approximately Sh297 billion) and continues to expand, driven by a rising middle class and increasing consumer interest.
Kenya's beauty and personal care industry has in the recent past undergone transformation, driven by the rise of homegrown brands and the shifting preferences of local consumers.
Once heavily reliant on imported products, the sector is now experiencing a surge in local innovation with Kenyan manufacturers developing products that are tailored to the unique needs, increasing competition.
“Kenya’s aesthetic industry is rapidly growing, and we see incredible potential to contribute meaningfully. Circadia is here to champion the professionals behind every skincare journey—by offering science-based products that truly transform skin, especially for melanin-rich tones,” said Circadia managing director Jitin Jaggi.
In recent years, Kenya has solidified its position as a burgeoning hotspot for the global beauty industry, emerging as a key player in the East African region.
According to market insights platform Statista, Kenya’s beauty and personal care industry currently stood at $2.3 billion (Sh297 billion) value in 2024, with a projection to experience an annual growth rate of 6.78 per cent between 2024 and 2028.
Founded in 2001, Circadia is best known for products based on chronobiology—the science of the body’s natural rhythms—to improve skin health. The brand’s focus on treating hyperpigmentation and skin sensitivity, especially in melanin-rich skin, is central to its Kenyan strategy.
Circadia’s launch in Kenya is through a local distribution partnership with Uglow Aesthetics, a Nairobi-based skincare clinic.
The brand has already been in clinical use in select facilities for eight months, with the company citing positive early results.
Kenya’s aesthetic industry, has seen a sharp increase in the number of licensed aestheticians, medical spas, and demand for non-invasive cosmetic procedures.
Local clinics are increasingly stocking international brands that address common skin concerns such as acne, discoloration, and sun damage prevalent among African populations.
While the company positions itself as offering advanced and natural solutions, its entry also signals intensifying competition in a market that is already attracting interest from global beauty giants.
Consumers in Kenya are becoming more selective, preferring evidence-based skincare backed by clinical data, especially products that are safe and effective for darker skin tones.
