Groupe Ethica head of East Africa Rosemary Ayieko, addresses media questions on the company's operations in Kenya. The 25-year-old Groupe Ethica, headquartered in Ivory Coast, operates in several African countries, including Nigeria, Ghana, Kenya, Ethiopia, Tanzania, Uganda, Moroco, Algeria, Tunisia and South Africa.
French dermo-cosmetics company Pierre Fabre has entered the Kenyan market through a partnership with distributor Groupe Ethica, betting on rising demand for medically-backed skincare in the region.
The two firms have rolled out two of Pierre Fabre’s flagship dermatology brands, positioning Kenya as the anchor market for a wider East African expansion.
The move is the latest among multinational skincare manufacturers tapping into a sector that has been recording rapid growth, driven by higher consumer awareness, specialist access and increased spending on treatment-based beauty products.
Kenya’s skincare market has in recent years shifted from mass beauty products to what industry players describe as “dermatology-led” solutions, with pharmacies, specialist clinics and hospitals emerging as key retail channels.
Groupe Ethica head of East Africa Rosemary Ayieko, said Kenya has emerged as East Africa’s anchor market for medical-grade skincare, with pharmacies, dermatology clinics and hospitals playing a central role in category adoption.
The firms did not disclose investment outlays or market share targets, but said Kenya will function as a testing ground for broader regional expansion if demand holds.
“Kenya is one of the most dynamic dermatology markets on the continent, making Pierre Fabre’s partnership with Groupe Ethica a significant step forward for dermo-cosmetics in Africa,” said Ayieko
“The endorsement from the Kenya Association of Dermatologists also affirms the relevance of Avène and Ducray for Kenyan consumers seeking high-quality, evidence-based skincare.”
Groupe Ethica, Pierre Fabre’s exclusive partner in Africa, said the entry reflects rising appetite for science-driven brands in Kenya.
Pierre Fabre marketing and exports director for Africa, Middle East and Turkey, Marcello Alagna, said Kenya’s climate and demographic profile, young, urban and highly engaged with skincare, make it a priority market.
“We are committed to offering clinically proven solutions that soothe and protect sensitive and reactive skin, especially in warm, humid equatorial conditions,” said the firm’s
The products will initially be stocked in leading pharmacies and selected hospitals, reflecting a distribution approach that targets consumers seeking diagnosis or professional recommendation rather than over-the-counter cosmetics.
The industry analysts say Kenya’s skincare market has historically been dominated by informal retail and mass brands, but improved dermatology access and social media influence have accelerated a shift towards treatment-oriented products and specialist consultation.
International brands have stepped up investment in regulated products backed by clinical data as consumers increasingly question the safety and efficacy of cosmetic products, particularly those associated with bleaching or unverified claims.
Groupe Ethica said it will work with dermatologists, pharmacists and medical institutions as part of a longer-term strategy to build professional networks and consumer education around safe use.
