Global beauty brand, The Body Shop, has entered the Kenyan market aiming to meet growing demand for ethically and sustainably produced beauty products.
The British-founded, change making beauty brand which retails over 800 products opened its first outlet at Nairobi'sVillage Market through exclusive franchisee, The Mask Retailers.
The Body Shop has also disclosed plans to launch an e-commerce platform in 2023 to enable consumers in the East Africa region easier access to their products.
Sarah Jackson, The Body Shop EMEA Franchise Business director said Kenya is a fast developing economy which is well positioned to attract global brands aiming to strategically have a share of this market.
"The Kenyan consumer deeply cares about how ethically and socially conscious a business is across its entire value chain and also value for their money," Jackson said.
She added that the Body Shop is bringing the consumer over 800 products that meet their need for high-quality, naturally-inspired skincare, hair care and make-up, produced ethically and sustainably.
"The Body Shop products are made with respect for the world we live in and a commitment to trading fairly and sustainably".
She explained that they are cruelty-free and help people - especially women and girls - to feel positive and proud about themselves, their bodies, their futures.
In 2020, The Body Shop started sourcing tea tree oil from the foothills of Mount Kenya and the East Coast region working with the Kutoka Ardhini (‘from the ground’ in Swahili) group which supplies the key ingredient from a network of over 1,000 farmers.
This is implemented through The Body Shop’s Community Fair Trade programmethat helps producers gain market access and invest in social and environmental projects that benefit their communities.
Over 13,500 farmers, producers and artisans are part of the Community Fair Trade programme globally.
According toJackson, The Body Shop Kenya store has been designed around the brand’s strategy to minimise its environmental footprint. It has been built with reclaimed wood and recycled plastics destined for landfill.
The The facade is made from zinc/aluminium-low energy metal that is infinitely recyclable and worktops are 100 per cent recycled.
Besides supporting farmers in the community, The Body Shop has announced that this year, as part of its Christmas community support, it is running an activism campaign dubbed ‘Be Seen. Be Heard’, to amplify young voices in the halls of power.
Each purchase over the Christmas period will help The Body Shop donate a minimum of £500,000 to organisations across the globe that support young people who are contributing to their communities to make the world a fairer, more wonderful place.
The brand entered the continent via South Africa in 2001. It also operates in Nigeria.
