Growth in Kenya's beauty industry attracts international players

Investing in research and development and understanding market segmentation is taking centre stage, as Kenya's beauty and personal care industry attract significant appetite from players in the external markets. In the recent past, Fenty Beauty and Fenty Skin cosmetics products, and L’Oréal Paris, have launched in the Kenyan market in quick succession, as they bank on increasingly discerning consumers, who are pursuing favourable pricing for premium brands. Homegrown brands have also stepped up investment into market positioning, looking to cash in on emerging opportunities in the lucrative skincare market.
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