Looking to start a cosmetics business in Kenya? Congrats!

You may be wondering why I’m congratulating you well in advance. The reason is simple.

Cosmetics is a lucrative business. It’s not just a lucrative business in Kenya but all over the world.

The market for cosmetics has one of the highest markups in the retail industry. Thus it is a great investment to sell.

As the beauty industry continues to grow, more and more people are looking for opportunities to create their own profitable cosmetic products.

While there are many different ways to go about this, it’s important to start by understanding the basics of the cosmetic industry.

What Are cosmetics?

Cosmetics are products that are used to improve the appearance of the skin, hair, or nails.

cosmetics business in Kenya

They can be used to cover up blemishes, enhance features, or simply make the user feel more attractive.

What Are The Most Popular Cosmetic Products?

There are a wide variety of popular cosmetic products, but some of the most commonly used include:

The cosmetics industry in Kenya is a rapidly growing sector with a lot of potential for both domestic and international investors.

It is estimated to be worth around US$200 million, and it is forecast to grow at a rate of around 15% per year.

The main players in the Kenyan cosmetics market include global brands such as L’Oréal, and Unilever and local brands such as Jikoni, Kapsara, and Nyota.

A large portion of the market is dominated by skincare products, followed by hair care products.

The male cosmetics market, however, is also growing at a fast pace.

So there is a lot of potential for growth in the Kenyan cosmetics market, as only around 35% of the population currently uses cosmetics products.

The main products in the Kenyan cosmetics market are skincare products, hair care products, and color cosmetics.

The most popular skincare products are moisturizers, sunscreens, and anti-aging products.

These most popular hair care products are shampoos and conditioners. The most popular color cosmetics products are lipsticks and eyeshadows.

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How To Start a Cosmetics Business In Kenya: Step By Step Guide

1. Get to know the cosmetics industry in Kenya

The cosmetics industry in Kenya is worth an estimated KES 9.7 billion. It is expected to grow at a rate of 11% in the next five years.

The most popular products in the industry are skin care products, followed by hair care products, and then makeup.

The primary consumers of cosmetics in Kenya are women, who account for over 85% of the market.

2. Develop a business plan

A business outlines the goals, strategies, and how you plan to make your business a success.

The first section of your business plan should be an executive summary. This is a brief overview of your business plan. It will give readers a quick overview of your business and its goals.

The next section of your business plan should describe your business in detail. This should include information on what your business does, its history, and its goals.

In this section, you should describe the market for your product or service.

Write about the size of the market, its demographics, and its trends.

You also need to describe your competition and how your business intends to compete with them.

Describe also your marketing strategy and how you plan to reach your target market as well as your business operations and how you plan to run your business.

3. Register your business

Registering your business with relevant authorities ensures that you are operating legally and that you are protected under Kenyan law.

4. Market your products

There are many marketing strategies. Make sure to use a variety of marketing methods.

Some effective marketing is online advertising, print advertising, and event sponsorship, to reach your target market.

5. Monitor your sales

Monitor your sales and adjust your marketing strategies as needed to be able to meet your set targets.

The 5 Best Cosmetics Business Ideas In Kenya

There are many different types of cosmetics businesses that you can start in Kenya.

Here are a few ideas:

1. Cosmetics store

This is a great option if you want to sell a variety of different types of cosmetics.

Cosmetics store - cosmetics business in Kenya
Cosmetics store

Stock a variety of products from different brands, and you’ll also need to have a good selection of makeup, skincare, and hair products.

2. Makeup artist business

If you’re a skilled makeup artist, you could start your own business doing makeup for weddings, special occasions, and photoshoots.

Makeup artist
Makeup artist

3. Skincare Clinic

If you’re an expert in skincare, start a clinic that offers facial treatments, laser treatments, and other skin care services.

skincare clinic
Skincare services

4. Hair salon

If you’re a hairstylist, you could start your own hair salon. This is a great option if you want to offer a range of hair services, such as haircuts, color, and styling.

Hair salon - cosmetics business in Kenya
Hair salon

5. Start a beauty blog

If you’re passionate about cosmetics and beauty, you could start a blog that reviews different cosmetics.

Beauty blog
A beauty blog

How To Succeed In The Cosmetics Business In Kenya

There are a few key things that you need to do to be successful in the cosmetics industry.

1 . Understand the product better.

This is first the most important ingredient in being successful in the cosmetics industry.

A deep understanding of the product is necessary in order to be able to effectively market and sell it.

Good knowledge of the product will help you to answer any questions that customers may have about it.

2. A workable marketing strategy.

You will need a workable marketing strategy in order to promote your product and reach your target audience.

You also need to have a clear idea of who your target market is and what marketing channels you will have to use to reach them.

3. Excellent customer service.

Good customer service is essential for building customer loyalty and encouraging repeat purchases.

Make sure you have a team of friendly and helpful staff who are able to answer any questions customers may have about the product.

4. An effective distribution network.

You will need to devise an effective distribution network to ensure that your product is available to your target market.

It is also important to have a reliable network of distributors who can get your product to the right stores and outlets.

Cosmetics Items For a Shop

The following are the products that can be used to decorate your shop and attract more customers.

Hair dye

Well, a new hair dye is always a hit with customers. Whether they’re looking to change their look completely or just add a little bit of color, a new hair dye is always a welcome addition to the shop.

Nail polish

Stock your shop with nail polish. This is a must-have for any woman who wants to keep her nails looking their best.


You will miss it if you don’t stock your shop with eyeliner. This is also a must-have for any woman who wants to create a dramatic look.


Last but not least, lipstick shouldn’t be out of stock. Lipstick is a must-have for any woman who wants to look her best.

Profitable Cosmetics Business Products In Kenya

Are you looking for profitable cosmetic products in Kenya? Well, there are thousands of profitable cosmetic products.

However, there are a few things you need to consider when looking for profitable cosmetic products.

1 . Firstly, you need to find a product that is in high demand.

2. Secondly, find a product that is affordable for your customers.

3. Thirdly, you need to find a product that is easy to sell.

What are the most profitable cosmetic products?

The most profitable cosmetic products are skincare products, hair care products, toiletries, deodorants, makeup, perfumes, and oral care products.

However, skincare products are the most profitable p of the market, followed only by hair care products.

Tips For Arranging a Cosmetics Shop

Here are some tips that may help you:

You should consider grouping similar products together to make it easier for customers to find what they need.

Another important factor to consider is the lighting in the store.

Bright light is better for highlighting the colors of cosmetics, while softer light is better for creating a relaxing atmosphere.

Lastly, make sure that the store is kept clean and organized to give a positive impression to customers.

Challenges Faced By Cosmetics Business Owners In Kenya

This industry faces a number of challenges. These challenges include:

1. Lack of startup capital

Most business owners in Kenya often face difficulty in accessing capital from traditional lenders.

This is because cosmetics businesses are perceived to be high-risk ventures. So lenders are often reluctant to provide finance to such businesses.

Therefore, this limits the growth and development of cosmetics businesses in Kenya.

2. Limited market access

Cosmetics business owners in Kenya usually face difficulty in accessing new markets owing to the lack of information about potential markets.

3. Competition from established players

The competition is stiff. Cosmetics startups in Kenya face competition from well-established players.

This is because they have a stronger presence in the market and a better understanding of the dynamics of the market.

Therefore, it becomes difficult for new players to establish themselves in the market.

4. Limited availability of raw materials

Startups usually face difficulty in obtaining raw materials because of the lack of availability of these materials in the country.

So this limits the production capacity of such businesses and affects their ability to meet the demand for their products.

Executive Summary

The cosmetics business in Kenya is a growing industry with a lot of potential.

The industry is made up of a number of small businesses, and there is a lot of room for growth.

The main products in the industry are makeup, skincare, and hair care products.

The cosmetics industry in Kenya is still in its infancy, and there is plenty of room for growth.

The main challenge facing the industry is the high cost of imported cosmetics products.

Most of the cosmetics products in Kenya are imported, and the high cost of imports has led to high prices for consumers.

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