East African beauty brands are aiming high

Local East African beauty brands have extensive plans for growth, both on the continent and elsewhere. Brands such as Amagara Skincare, Pauline Cosmetics and Keyara Organics are ready to take on the big multinationals.

The regional brands base their growth plans on the rising spending power of the urban middle class, enthusiasm for natural and organic products and the trend towards more natural hair styles.

According to a report by GlobalCosmeticsNews, the domestic ranges are already growing fast. Amagara Skincare’s new production facility will double its capacity from 500 to 1,000 litres a week. Kenyan Keyara Organics will aim a new range to the growing target group: men. Kenyan brand Pauline Cosmetics plans to double its retail presence from 40 to 80 stores by the end of the year.

Industry experts say that the present market size of beauty products in Kenya is about US$60 million. The East Africa segment of the market to grow to $231 million by 2018.

Further reading on globalcosmeticsnews.com

Image by Amagara Skincare

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