HOME & PERSONAL CARE MEA MAGAZINE ISSUE 2

26

COMPANY FEATURE: TOLARAM/LUSH KENYA

Tolaram East Africa: How Lush Hair is redefining beauty for a new generation in East Africa

32

STARTUP FEATURE:THARAKA HONEYBEE PRODUCTS LIMITED

Tharaka HoneyBee Products Ltd: From the hive to holistic home & personal care

2026

FOUNDER

Francis Juma

SENIOR

Alphonse Okoth

EDITORS

Leah Wamuyu

Fridah Chepkoech

Wangari Kamau

Mary Wanjira

Victor Atsali

BUSINESS

Virginia

BUSINESS

Anita Kinyua

PUBLISHED

P.O. Box 1874-00621, Nairobi Kenya

Tel: +254 725 34 39 32

Email: info@fwafrica.net Company Website: www.fwafrica.net

Redefining care: Where beauty meets purpose

Welcome to the second issue of Home & Personal Care Middle East & Africa Magazine, a space where stories of passion, innovation, and purpose come together to celebrate the people shaping the home and personal care industry across our vibrant region.

This edition is a journey through beauty, technology, and sustainability, three forces that are changing not just how we look, but how we live and care. From the farms of Tharaka to the design studios of Cairo and the innovation hubs of Dubai, we explore how creativity and conscience are redefining the modern consumer experience.

Our Company Feature takes you behind the scenes at Tolaram East Africa / Lush Kenya, a brand rewriting the region’s manufacturing story. It’s the first company in East Africa to produce its own synthetic fibre at its Nairobi facility, a breakthrough that blends local insight with global innovation. Their story is proof that East Africa is no longer just following global beauty trends; it’s shaping them with bold ideas rooted in community and sustainability.

In our Startup Focus, we meet Tharaka HoneyBee Products Limited, a homegrown brand using the power of nature to craft beauty and wellness solutions. Their mission goes beyond cosmetics, it’s about empowering rural producers, nurturing self-reliance, and proving that Kenyan-made products can compete on the world stage.

Our Interview this month shines a light on Angela Waweru, the inspiring founder of Heels4Pads. Her work bridges the gap in feminine hygiene access through

compassion and creativity, showing how purposedriven innovation can restore dignity and confidence to thousands of women and girls.

From there, we turn to Egypt’s booming beauty market in our Market Analysis, where a youthful population, digital-savvy consumers, and expanding local production are driving growth and reshaping the region’s cosmetics landscape.

Our Tech Focus explores the fascinating world of smart fragrances, where artificial intelligence meets artistry to create scents that respond to individual moods, moments, and memories.

And in our Sustainability Feature, we spotlight watersaving innovations in bathroom products across the Middle East, where manufacturers are combining elegant design with environmental stewardship to preserve one of the region’s most precious resources.

Across every story, one message rings true: real innovation is not only about science or style, it’s about care. Care for people, for the planet, and for the communities that make our industry thrive.

In addition, you will find new products, impactful news across the globe, and executive appointments in Africa and the Middle East.

Welcome to Issue 2. Let’s keep redefining what care means, together.

Alphonse Okoth Senior Editor HPC Middle East & Africa Magazine

EVENTS CALENDAR

Beauty Ghana 2025 - 2nd Edition

November 20-22, 2025

Accra International Conference Centre, Accra, Ghana www.growexh.com/beautyghana

Beauty Africa Expo 2025

November 28-30, 2025

Diamond Jubilee Hall, Dar es Salaam, Tanzania www.growexh.com/beautyafricaexpo

Kenya Clean Expo 2025

December 5-7, 2025

Sarit Expo Centre, Nairobi, Kenya www.growexh.com/kenyacleanexpo

Pacprocess MEA

December 9-12, 2025

Egypt International Exhibition Centre, Cairo, Egypt www.pacprocess-mea.com

HPCI India

January 27 - 28, 2026

Jio World Convention Centre, Mumbai, India www.hpci-india.com

7th Beauty Kenya 2026

May 15-17, 2026 Nairobi, Kenya www.growexh.com/beautykenya/index.html

Beautyworld Riyadh

May 18 – 20, 2026 Riyadh, Saudi Arabia www.beautyworld-saudi-arabia.ae.messefrankfurt.com/ ksa/en.html

Africa HPC Manufacturing Expo – Eastern Africa Edition

July 15-17, 2026

Sarit Expo Centre, Nairobi, Kenya www.hpcafricaexpo.com/east

Africa HPC Manufacturing Expo – Western Africa Edition

September 15-17, 2026 Lagos, Nigeria www.hpcafricaexpo.com/west

Beautyworld Middle East

October 6-8, 2026

Dubai World Trade Centre, Dubai, UAE www.beautyworld-middle-east.ae.messefrankfurt.com/ dubai/en.html

Fine Ingredients & Commodities

Private Label & Contract

Private Label & Contract

Manufacturing

WHAT’S ON SHOW AT THE EXPOS

Manufacturing WHAT’S ON SHOW AT THE EXPOS

Processing & Packaging

Technologies & Supplies

Packaged Beauty, Home & Personal Care Products

Nutraceuticals, Personal Care Services, Spas, Gyms & Wellness Products

Engineering, Automation, Renewable Energy, Hvac & Utilities

Financial, Consultancy, Testing & Other Services

Financial, Consultancy, Testing & Other Services

Mobility, Logistics & Supply Chain Solutions

Next-generation laundry detergents: pioneering enzymes cleaning up the laundry industry

What if we could harness the power of nature to further our progress in industry? That was exactly the question posed by scientists at Genencor, now a part of IFF, nearly 40 years ago. They had a radical vision to use biotechnology techniques to build better enzymes for laundry detergents - which most in the industry thought was impossible. It was assumed that enzymes from nature couldn’t be improved upon, but this team of pioneering scientists proved them wrong by developing a biobased solution that would later change the face of stain removal in the homecare sector. So, how did the bio-revolution start and how has it progressed to improve cleaning performance across the globe?

BIRTH OF BIOTECH

Founded in Palo Alto, Genencor—a partnership between Genentech and Corning—was the first biotech company to apply these cutting-edge biotechnologies to industrial enzyme production. The techniques and processes they developed enabled the first successful commercialization of a protein-engineered laundry detergent enzyme, laying the groundwork for a whole new category of biotech products.

Over the years, our team of industrial enzyme pioneers have continued to evolve and expand—first being acquired by Danisco, then DuPont, and then merging to become Dow and DuPont. Most recently, in 2021, IFF merged with DuPont’s Nutrition & Biosciences division, expanding our global footprint and capabilities. With each successive change, our scientists have continued to build upon their collective knowledge and advance their tools, host organisms, and scientific expertise, to develop highperformance enzymes for the laundry market at scale.

SPOTLIGHT ON LAUNDRY DETERGENT ENZYMES

So, how does enzyme technology work? Enzymes are extracted from nature, where they act as biological catalysts to speed up reactions, and in the case of laundry detergents, help remove tough stains effectively. In principle, enzymes in detergent perform a similar function to the ones in our body. The enzymes in our bodies break down the food we eat to release energy whereas in detergents, enzymes break down or ‘digest’ stains on laundry during the wash process. IFF develops enzymes that enable detergent manufacturers to produce laundry detergents that perform under a broad spectrum of laundering conditions, to meet a range of consumer needs, such as low temperature washing or

reducing steps in the washing process.

However, stain removal is not a one-size-fits-all approach across the globe, as all stains are not spilled alike. In fact, studies show that stains on clothing are very different from region to region, depending on local cuisine, activities or hobbies specific to the area. So, how can detergent manufacturers address local sensitivities on a global scale?

CLEANING PERFORMANCE IN ACTION

To help address this challenge, IFF developed a series of performance testing processes that incorporated realworld consumer insights, enabling their customers to develop detergents that deliver high performance cleaning wherever they are in the world. The testing process is complex but thorough; typically, detergent manufacturers run thousands of tests on prefabricated stain samples to check performance. Technical stains are a model of what consumers would experience in real life and are designed to always give the same results when tested under the same conditions, helping to discriminate between different formulations. In addition to technical stains, the detergent industry also uses ‘consumer relevant stains’ as a tool to make stain removal benefits more tangible to the consumer. These are stain problems consumers encounter in their everyday lives (such as sweat stains).

To ensure detergent testing in the lab reflects real-life consumer stain problems, consumer research also plays an important role. It is crucial to determine which stains impact detergent manufacturers in different markets, and to see whether the stains that concern Indian consumers are different from those that concern people in Kenya, for example.

When reviewing this type of data, IFF takes a twopronged approach. First, examining the commonalities between countries and regions to identify the stains that are relevant to consumers in all parts of the world. This is essential for finding a focus for global technology development. Second, we look at regional differences, to spot any needs that are emerging as global trends, or local demand in specific markets. While technology is global, consumers—and their stains—are always local.

Next, it is important to check if the technical stains represent an underlying consumer problem. For example, we found that the armpit and collar areas of clothes were frequently mentioned as being hard to remove in most of the geographies we examined globally.

of how to optimize stain removal using enzyme technology. By delving deeper into consumer insights, we’re helping detergent manufacturers across different geographies improve stain fighting performance.

A CLEAN AND BRIGHT FUTURE

While enzymes have become an important addition to

Given the composition of water, oil, wax and protein, these types of stains were expected to be responsive to enzymes such as protease and lipase. However, after running experiments using test stains commonly used as industry standard, IFF found that the available artificial stains only responded to surfactants and alkali. This proved that test stains on the market did not represent real-life actual consumer problems.

To address the sweat stain problem facing consumers around the world, IFF worked with partners to develop more representative armpit and cuff and collar stains. Once the right test stain was established, we had a clearer picture

laundry detergents, it’s the understanding of diverse stain types and consumer experiences that allows us to develop specific combinations of enzymes for different regions. By combining the power of biotechnology with real-world consumer insights, IFF enzyme experts are improving stain removal performance to meet consumers’ growing needs across the globe.

With facilities worldwide and nearly 40 years of enzyme engineering expertise, IFF’s variety of biotech tools to draw from helps customers select the best strategy to tackle their specific challenges, helping consumers look clean and feel fresh for years to come.

For more information scan the QR code or visit us at booth CO1 & CO2 at the Africa Home & Personal Care Expo

HACO Industries unveils phase two of solar project to boost clean energy footprint for its Home and Personal Care line

KENYA - HACO Industries, a leading Kenyan manufacturer of personal and home care products, has commissioned the second phase of its solar installation project for the Home and Personal Care (HPC) production line, marking a significant stride in its sustainability journey.

The newly completed installation features 311 solar panels.

According to the company, it is now generating 180 kWh of clean energy, enough to cover approximately 60% of the HPC line’s energy consumption.

This achievement, part of the company’s broader Chasing Zero Initiative, underscores HACO’s dedication to reducing its carbon footprint and advancing toward net-zero emissions.

Mary-Ann Musangi, Managing Director at HACO Industries, stated, “At HACO, sustainability is not just a goal—it is embedded in our purpose.”

“The commissioning of this solar installation is more than an energy milestone; it is a symbol of our unwavering commitment to building a climate-resilient future through clean, affordable, and efficient energy solutions.”

HACO Industries continues to position itself as a forward-

thinking, environmentally responsible manufacturer in the region by embracing renewable energy and resilient manufacturing practices.

This achievement follows HACO Industries' recent emergence as 1st runners-up in two prestigious categories at the 21st Energy Management Awards (EMA) Gala, hosted by the Kenya Association of Manufacturers.

In the Best Practice and Process Improvement category, HACO was honoured for fostering a culture shift through its Chasing Zero Initiative, robust 5S methodologies, and the implementation of Quality Management Systems (QMS).

In addition, the company was recognised in the Transport Award category for its efforts in enhancing fuel efficiency through improved route planning, eco-driving training for drivers, and the integration of electric forklifts, demonstrating its bold move toward e-mobility.

These recognitions highlight HACO’s leadership in sustainable manufacturing through energy efficiency, ecofriendly logistics, and a company-wide commitment to environmental responsibility.

Primark makes Middle East debut with first store launch at Avenues Mall

MIDDLE EAST – Primark, an international retailer, has officially expanded into the Middle East with the grand opening of its first store at Grand Plaza, The Avenues Shopping Mall in Kuwait.

This marks its 18th international market entry and first franchise operation in partnership with the prominent retail operator Alshaya Group.

The flagship store covers more than 60,000 square feet across two floors and has created 350 jobs, drawing thousands of eager customers familiar with the brand from their travels abroad.

Eoin Tonge, Primark’s interim chief executive officer, said, “We are delighted to be opening our doors in Kuwait’s The Avenues, a prime shopping destination to mark our first store presence in the Middle East.”

“It’s exciting to see the initial reaction from customers who are finally able to get their hands on the affordable fashion and essentials we are known and loved for.“

This new store offers Primark’s full spectrum of valuedriven fashion products, spanning womenswear, menswear, childrenswear, home, and beauty categories, and includes exclusive collaborations with global names like Disney and Spanish influencer Paula Echevarría.

In addition, Primark’s premium Edit range is available across menswear, womenswear, home, and younger kids’ offerings, catering to a broader customer base.

This launch is the first step in a regional expansion, with plans to open three more stores in Dubai early next year at Dubai Mall, City Centre Mirdif, and Mall of the Emirates, signaling Primark’s strategic push to strengthen its presence across the Gulf region.

These launches are expected in 2026, and this strategic move will mark the company's 19th international market entry.

Salid Agriculture unveils Africa’s largest shea butter facility in Niger State to meet global demand

NIGERIA – Salid Agriculture Nigeria Limited has officially opened Africa’s largest shea butter processing facility in Kudu, Mokwa Local Government Area, Niger State.

The state-of-the-art facility has an annual processing capacity of 30,000 metric tonnes, positioning Niger State as a key global hub for shea production.

The inauguration was conducted by Niger State Governor Mohammed Umaru Bago, who highlighted the project’s critical role in harnessing natural resources to generate employment and drive economic prosperity, the state government has allocated 10,000 hectares for shea tree cultivation to secure a sustainable supply of raw material.

In addition, a N2 billion (USD 1.3 million) memorandum of understanding was signed between Salid Agriculture and Niger Foods to facilitate the direct procurement of shea nuts, primarily from women- and youth-led collectives organized into cooperatives, this partnership aims to empower local communities and promote grassroots employment.

Ali Saidu, CEO of Salid Agriculture, announced plans to scale the plant’s capacity to process 400 metric tonnes per day and to establish a cutting-edge shea butter refinery in subsequent phases.

Saidu stated, “The company is working in partnership with GIZ and DFID through the PROPCOM MAIKAIFI project to organise local shea nut pickers, mainly women, into structured cooperatives, promoting grassroots employment.”

The company is also committed to long-term sustainability by preserving biodiversity and supporting community development projects, including rural electrification and education initiatives.

Nigeria currently accounts for about 60% of global shea nut production, but has lacked such large-scale industrial shea butter processing facilities until now.

According to the Executive Director of Salid Agriculture, the new plant symbolizes a milestone in the company’s dedication to advancing local processing capabilities to meet rising global demand.

The project was sponsored by the Nigerian Export-Import Bank (NEXIM), which also announced intentions to facilitate the establishment of additional processing plants across Nigeria.

Industry experts estimate that with increased local processing capacity like this, Nigeria could generate up to USD 700 million annually from the shea sector, vastly improving on the country’s 2023 export revenue from shea products, which was only USD 14.6 million.

IFF boosts India presence with new fragrance hub in Mumbai

INDIA – IFF has announced plans to open a new scent creative centre in Mumbai, India, which is expected to be fully operational by the first half of 2026.

The facility, situated in the Powai neighbourhood, will significantly increase IFF’s local presence by more than doubling its footprint to 3,650 square meters.

This modern, technology-enabled site will accommodate over 100 employees and feature advanced laboratories, category-spanning evaluation booths, and a state-of-the-art sensory evaluation space.

This expansion aims to enhance IFF’s ability to collaborate closely with customers in India by blending global expertise with deep local consumer insights to develop leading fragrance innovations.

Ana Paula Teles de Mendonça, president of IFF Scent, stated, “The Mumbai Creative Centre exemplifies IFF’s commitment to innovation and excellence in one of the world’s most dynamic markets.”

“By expanding our footprint in India, we are not only bringing IFF’s world-class fragrance capabilities closer to local consumers, we are also accelerating our ability to co-create superior solutions, serve our customers with greater agility, while also empowering the exceptional talent that drives our creativity and leadership.”

Positioned at the forefront of India’s dynamic fragrance market, IFF intends to accelerate speed-to-market and cocreate successful fragrance solutions that resonate with the region's rising aspirations and growing demand for premium, personalized scents.

Ramon Brentan, vice president and regional general manager of IFF Scent for Greater Asia, emphasized that the centre will be a place where creativity meets science, crafting fragrances that inspire confidence and joy while building lasting consumer connections.

This investment reflects IFF’s continued strategic focus on expanding its geographic footprint and advancing fragrance innovation in India’s flourishing scent market, driven by consumers’ desire for individuality and emotionally expressive fragrances.

Ulta Beauty expands footprint in Middle East with new store in Dubai

UAE – Ulta Beauty has announced its expansion into the Middle East with the opening of a new store in Dubai, marking a significant milestone in the company’s international growth strategy.

The new location, set to open by the end of 2025 in the prestigious Mall of the Emirates, will be Ulta Beauty’s first flagship store in the region.

This launch in Dubai is scheduled to follow the opening of its initial Middle Eastern store in Kuwait’s The Avenues, marking the brand’s commitment to establishing a strong presence across the Gulf Cooperation Council (GCC) countries.

This expansion is being facilitated through a strategic

franchise partnership with the Alshaya Group, a leading retail operator in the Middle East known for managing numerous international brands.

Kecia Steelman, CEO of Ulta Beauty, stated, “We are looking forward to bringing Ulta Beauty’s differentiated business model to the Middle East, starting with Kuwait and Dubai and with more locations to follow.”

“The power of beauty is truly universal, and we are excited to welcome a new community of beauty enthusiasts across the region.”

According to Ulta Beauty, the Dubai store will offer Ulta Beauty’s signature blend of an extensive product assortment and in-store salon services, featuring over 25,000 beauty products from more than 600 brands.

The launch comes at a time when the beauty and cosmetics market in the Middle East is experiencing growth, driven by a youthful, digitally connected population and rising disposable incomes.

As of 2024, the Middle East and North Africa (MENA) beauty and personal care market is valued at over US$46 billion, with projections estimating it will reach USD 60 billion by 2025, according to a report published by Mordor Intelligence.

Brenntag opens new Beauty & Personal Care Innovation Center in South Africa

SOUTH AFRICA – Brenntag, a global leader in chemical and ingredient distribution, has inaugurated a new Beauty & Personal Care Innovation & Application Center in Johannesburg, South Africa, marking a significant investment in the region’s beauty and personal care industry.

This center serves as a dedicated research and development hub focusing on customized formulation support, stability testing, sensory assessment, and technical solutions tailored to the specific needs of beauty and personal care customers.

Strategically located in Johannesburg, close to key suppliers and customers, the center enhances collaboration and accelerates time-to-market for innovative beauty solutions in the region.

The launch is part of Brenntag’s expanding global network of 71 industry-focused Innovation & Application Centers, underscoring the company’s commitment to fostering innovation and delivering value through localized, cuttingedge research facilities.

Michael Wilkop, Regional President, Brenntag Specialties Beauty & Care EMEA, stated, “We are proud to announce the opening of our new Beauty & Personal Care Innovation & Application Center in South Africa, an important investment

designed specifically to support our cosmetic customers across the country.”

“The formulation center will enable us to collaborate more closely with our customers, co-create formulations that meet local consumer needs and preferences, and accelerate time-tomarket with innovative, high-quality solutions.”

The Johannesburg facility is equipped with Specific Formulation Tools to evaluate fragrances and analyze physicochemical and rheological properties, including viscosity and flow behavior.

Comprehensive stability testing capabilities, including texture analysis covering compression and tension testing, support the development of high-quality beauty products.

Brenntag experts at the center provide concept and prototype development, enabling customers to access customized, science-driven solutions for skin, hair, and color cosmetic applications.

This strategic expansion reinforces Brenntag’s position as a leader in the beauty and personal care sector in the EMEA region, supporting its global “Strategy to Win” by building capabilities and offering innovative services that bridge customers and suppliers closer to market-ready innovations.

INNOVATION

LUSH introduces elephantinspired products to fund

52,000-hectare African forest elephant wildlife corridor

CAMEROON – Lush is launching Elephant Jelly, a shower jelly product, globally in shops and online on World Kindness Day, November 13, 2025.

The launch is part of the company’s Keystone Giving program, which supports keystone species, those crucial for maintaining ecological balance and biodiversity.

Proceeds from Elephant Jelly will fund the conservation and restoration of 52,000 hectares of rainforest in Cameroon, establishing a vital wildlife corridor for endangered African forest elephants and other threatened mammals.

Seventy-five percent of the sales price (excluding tax) will directly support Working For The Wild, in partnership with the African Conservation Foundation and the Environment and Rural Development Foundation.

These organizations tackle biodiversity protection, humanwildlife conflict mitigation, and sustainable community enterprise development.

The initiative also supports eight community-run businesses, providing alternative livelihoods while fostering long-term stewardship of Cameroon’s natural habitats.

Lush Co-Founder and CEO Mark Constantine emphasized the importance of clear, impactful giving initiatives, stating, “When thinking about the future of giving, I want to land single, impactful messages that everyone understands and everyone can get behind.”

The product itself is formulated to nourish the skin, containing softening carrageenan and vegan glycerine for a hydrating wash.

This release exemplifies Lush’s commitment to environmentally conscious cosmetics, part of its broader mission to leave the planet “Lusher than we found it.”

Since 2007, Lush has donated over £100 million to grassroots organizations, contributing nearly 1% of turnover in fiscal 2023 to support social, environmental, and animal rights causes.

The Keystone Giving line represents a focused evolution in the company’s philanthropy, complementing its ongoing support for human rights, social justice, and environmental protection.

Lush operates in 50 countries, with over 850 shops, 38 websites, and extensive digital engagement across 30+ languages, amplifying the reach of its campaigns.

Separately, Lush recently closed all UK and Ireland operations in September 2025, in protest against the humanitarian crisis in Gaza, displaying the message: “STOP STARVING GAZA – WE ARE CLOSED IN SOLIDARITY.”

UAE organic personal care market to hit

USD 174M by 2030, report finds

UAE – The UAE Organic Personal Care Market, valued at USD 112.46 million in 2024, is projected to grow to USD 174.05 million by 2030, registering a compound annual growth rate (CAGR) of 7.61%, according to ResearchAndMarkets.com.

The growth is fueled by rising consumer awareness of the harmful effects of synthetic chemicals in conventional personal care products and increasing demand for natural, sustainable, and chemical-free alternatives.

Consumers are shifting toward organic skincare, haircare, and cosmetics, embracing a premiumization trend that prioritizes safety, efficacy, and sustainability.

Health concerns, including skin sensitivities, allergies, and long-term exposure to harmful ingredients, are driving this move away from synthetic chemicals.

Retail channels, particularly e-commerce and specialty stores, are expanding accessibility to organic products despite their higher price points.

Surveys indicate that over 65% of consumers seek environmentally friendly brands, and 55% are willing to pay a premium for sustainable personal care products.

With the average individual in the UAE using nine personal care products daily, the organic segment has significant potential to capture consumer spending.

Key market trends include the rising demand for clean beauty products with transparent ingredient disclosures, avoiding additives such as parabens, artificial fragrances, and phthalates.

Brands increasingly offer dermatologist-approved, clinically tested formulas alongside plant-based, vegan, cruelty-free products enriched with antioxidants, essential oils, and botanical extracts.

Dubai leads the market, benefiting from an affluent, health-conscious population and strong retail infrastructure.

Major multinational players such as Unilever Gulf FZE, Procter & Gamble Gulf FZE, L’Oreal Middle East, and Estee Lauder Middle East operate alongside regional brands capitalizing on the organic trend.

The market’s growth is also supported by stringent regulations promoting organic ingredients and the adoption of innovative technologies, including AI-driven personalized skincare solutions, positioning the UAE as a key hub for organic personal care in the Middle East.

INVESTMENTS

Tropikal Brands invests USD 3 million to launch new personal care range

KENYA – Tropikal Brands Afrika Ltd has unveiled ALO, a new nature-inspired personal care line developed through a USD 3 million investment, signalling the company’s ambition to become a major player in Kenya’s fast-growing natural skincare market.

The range responds to increasing consumer demand for clean, sustainable, and locally made personal care products across East and Central Africa.

The ALO portfolio features body lotions, shower gels, body sprays, and roll-ons, all formulated with natural ingredients, many of which are sourced locally in partnership with Kenyan farmers.

This approach not only ensures high-quality raw materials but also strengthens the agricultural value chain and boosts local job creation.

A highlight of the range is the goat milk–enriched body lotion, created in collaboration with over 500 Kenyan farmers.

Goat milk is rich in natural lactic acid, which gently exfoliates, hydrates, and nourishes the skin, making it a popular ingredient for consumers seeking gentle and effective skincare.

The brand also introduces aluminium-free deodorants,

offering up to 48 hours of freshness while maintaining skin safety and environmental responsibility.

Managing Director Davis Mukuria described the launch as a major step forward in delivering superior, nature-driven products that reflect evolving African consumer preferences.

Head of Commercial Simon Kabue underscored the socioeconomic impact of the initiative, noting the company’s gratitude for the support received from Kenyan farmers and its role in creating both direct and indirect employment opportunities.

Beyond personal care, Tropikal Brands Afrika continues to maintain an extensive product portfolio that spans home care solutions, including surface cleaners, dishwashing liquids, and air fresheners.

The company also distributes Tunda Lite fruit drinks, Ovaltine, and car care products, while offering contract manufacturing and distribution services for regional partners.

The launch of ALO positions Tropikal Brands at the forefront of the natural personal care segment, one that is expected to experience considerable growth as consumers across Africa increasingly prioritise sustainability, wellness, and locally made products.

Hayat Egypt invests USD 44M in new hygiene product factory

EGYPT – Hayat Egypt, a subsidiary of Turkish conglomerate Hayat Holding, has launched construction on a state-of-the-art hygiene products facility in Ain Sokhna, within Egypt’s Suez Canal Economic Zone (SCZone).

This development marks an investment of EGP 2.2 billion ( USD 44 million), reinforcing Egypt’s growing profile as an industrial and export hub in the region.

The factory aims to significantly increase production capacity for nonwoven hygiene products, including baby diapers and feminine hygiene items.

According to company officials, the project is expected to increase Hayat Egypt’s production by 55% and create over 400 direct jobs, providing a significant boost to the local job market. A notable feature of this facility is its export-driven approach whereby 75% of its production is dedicated to international markets, particularly in Africa, while 25% will serve the Egyptian market.

The new production lines are scheduled to be operational by March 2026.

Company and local officials, including SCZone Chairman Walid Gamal El-Dien, Suez Governor Tarek El Shazly, Turkish Ambassador Salih Mutlu Şen, and Hayat Egypt General

Manager Şenol Keserlioglu, attended the groundbreaking ceremony.

They highlighted that this investment reflects the growing confidence of Turkish and international investors in Egypt’s business climate, especially in light of the SCZone’s recent strategies to attract diverse industrial investment.

Chairman of SCZONE, Walid Gamal El-Din, stated, “These investments reflect strong confidence in the SCZONE’s investment climate.”

“Thanks to upgraded infrastructure, world-class utilities, and streamlined digital services, we are creating a seamless environment for global companies to thrive.”

According to Hayat, as of the present, 18 Turkish companies operate in the zone, representing nearly USD 794 million in investments across various sectors, including textiles, readymade garments, and health products.

The Hayat Egypt expansion aligns with Egypt’s broader industrialization goals, supporting the country’s vision of increasing exports and local industrial capacity.

The factory leverages the strategic location and logistics advantages of the Suez Canal Economic Zone, further strengthening economic ties between Egypt and Turkey while contributing to sustainable job creation and industrial growth.

INVESTMENTS

CSIR invests USD 1.4M to unveil Africa’s first microencapsulation facility

SOUTH AFRICA – The Council for Scientific and Industrial Research (CSIR) in Pretoria has unveiled Africa’s first Supercritical Carbon Dioxide (CO₂) Microencapsulation Facility, marking a major advancement for local manufacturing.

The facility, commissioned with a R25.9 million (USD 1.4 million) investment from the Department of Science, Technology and Innovation (DSTI), enables South African and African companies, particularly small and medium enterprises (SMMEs), to access advanced microencapsulation techniques without relying on expensive overseas services.

The facility produces pilot-scale batches for field trials and market testing, offers toll-manufacturing services, and serves as a national innovation platform for bio-based ingredients in nutraceutical, cosmeceutical, pharmaceutical, agricultural, food, and animal health applications.

CSIR CEO Dr Thulani Dlamini stated, “The facility opens the door for local researchers, entrepreneurs, and manufacturers to test, refine, and scale their innovations right here at home, reducing reliance on international facilities and accelerating the path from laboratory to market.”

Using supercritical CO₂, a green, solvent-free form of carbon dioxide, the facility encapsulates sensitive bioactive ingredients such as probiotics, vitamins, and essential oils at low temperatures around 30°C.

This protects them from oxygen, heat, and moisture, enhancing shelf life, bioavailability, and efficacy, while recycling most of the CO₂ used, making the process environmentally sustainable.

The technology, developed and patented in South Africa, has already been commercialized by local companies like Velobiotics, whose encapsulated gut health supplements survive stomach acid, demonstrating real market impact.

The facility supports South Africa’s goal to lead in sustainable, high-precision encapsulation innovation, fostering local job creation, promoting indigenous knowledge, and strengthening the continent’s bioeconomy.

By lowering barriers to biotech development, CSIR positions Africa at the forefront of green, high-value manufacturing, heralding a new era of localized health and cosmetic innovation with significant economic and social benefits.

Jungbunzlauer finalizes acquisition of IFF production site in Thomson, Illinois

USA – Jungbunzlauer, a global leader in sustainable ingredients from natural sources, has completed the acquisition of International Flavours & Fragrances’ (IFF) multipurpose production facility in Thomson, Illinois.

The deal, which excludes IFF’s commercial business, product lines, and employees, marks Jungbunzlauer’s first U.S. manufacturing site and a key milestone in its North American expansion strategy.

The Thomson facility will enable Jungbunzlauer to localize production, strengthen supply chain resilience, and serve U.S. customers more efficiently.

Preparations are already underway, including equipment installation and regulatory alignment to meet the company’s production standards.

The site will support manufacturing of Jungbunzlauer’s broad portfolio of natural ingredient solutions, such as citric acid, mineral salts, texturants, and acidulants, used across food and beverage, nutrition, health, home, and personal care industries.

CEO Bruno Tremblay expressed pride in the company’s first U.S. manufacturing venture, emphasizing its commitment to sustainable, high-quality production.

“We plan to invest in advanced manufacturing and deliver longterm value for the region, our customers, and stakeholders,” he said.

The acquisition also reflects Jungbunzlauer’s dedication to sustainability and community development. The company intends to generate local employment, strengthen regional supplier networks, and engage with the Thomson community.

David Schmit, Regional Director of Northwest Illinois Economic Development, welcomed the move, noting Jungbunzlauer’s strong reputation for responsible, highquality manufacturing and the positive impact on local workforce opportunities.

This latest investment complements the company’s recent biogums facility expansion in Canada and underscores its strategy to enhance global production capabilities while maintaining eco-conscious sourcing and operational excellence.

The acquisition reinforces Jungbunzlauer’s mission to deliver “naturally better ingredients” and supports its longterm growth in the North American market.

Pwani Oil expands portfolio with Sawa Body Lotion line

KENYA - Pwani Oil Group, one of East Africa’s leading manufacturers of edible oils and personal care products, has expanded its Sawa brand with the introduction of Sawa Body Lotion, marking a deeper push into the fast-growing skincare market in Kenya.

The new range is part of the company’s strategy to diversify its offerings while meeting rising consumer demand for affordable, effective personal care solutions.

Formulated with cocoa butter, shea butter, glycerin, almond oil, and vitamin E, the lotions target hydration, skin repair, and softness, key attributes sought by Kenyan consumers.

The line includes specialty variants such as Sawa Hydration Boost, which combines ginseng extracts with cocoa butter for

enhanced moisture retention and revitalization, and Sawa Cool Burst, infused with menthol and ginseng to deliver a refreshing cooling effect alongside deep hydration.

The expansion builds on Pwani Oil’s significant investment in its state-of-the-art Kikambala manufacturing plant, which can produce up to 12 tonnes of personal care products daily.

The company projects that lotions, jellies, and broader body care products will contribute over 20% of its total business by 2032, underscoring long-term confidence in the category.

Kenya’s personal care market is experiencing robust growth, supported by increasing consumer spending and product innovation.

According to Statista, the Beauty & Personal Care sector is expected to generate USD 2.44 billion in 2025, with the Personal Care segment accounting for USD 1.29 billion.

A projected 5.01% CAGR through 2030 and a per-capita spend of USD 42.58 highlight the sector’s strong growth trajectory.

The Sawa Body Lotion rollout follows the recent launch of Sawa Petroleum Jelly, available in pure, menthol-enriched, and shea-and-cocoa-butter variants.

Pwani Oil says its growing personal care portfolio is anchored in safety, sustainability, innovation, and the use of renewable energy, including solar power, to ensure highquality and environmentally responsible production.

Kimberly-Clark to acquire Kenvue in USD 48.7B deal

USA – Kimberly-Clark Corporation has announced an agreement to acquire all outstanding shares of Kenvue Inc. in a landmark cash and stock transaction valued at approximately USD 48.7 billion, based on Kimberly-Clark’s share price as of October 31, 2025.

The deal represents an enterprise value multiple of about 14.3 times Kenvue’s last twelve months (LTM) adjusted EBITDA, or roughly 8.8 times when factoring in expected annual run-rate synergies of USD 2.1 billion after reinvestment.

The combined company is projected to generate about USD 32 billion in annual net revenues and approximately USD 7 billion in adjusted EBITDA, creating a global leader in health and wellness.

Mike Hsu, Chairman and CEO of Kimberly-Clark, said, “Kenvue is uniquely positioned at the intersection of CPG and healthcare, with exceptional talent and a differentiated brand portfolio serving attractive consumer health categories.”

He added that both companies share a commitment to advancing science and technology to deliver extraordinary care to billions of consumers across every stage of life.

The merger will unite two highly complementary brand portfolios, including ten billion-dollar brands. Kenvue’s consumer health expertise, backed by strong R&D capabilities, will be accelerated through Kimberly-Clark’s global commercial network.

The transaction is expected to boost adjusted earnings per share by the second year after closing.

Under the terms of the agreement, Kenvue shareholders will receive USD 3.50 in cash plus 0.14625 Kimberly-Clark shares per Kenvue share, representing total consideration of USD 21.01 per share.

Post-merger, Kimberly-Clark shareholders will own approximately 54% of the combined entity, while Kenvue shareholders will hold 46%.

The deal, subject to regulatory approvals and customary conditions, is expected to close in the second half of 2026.

The merged company will retain Kimberly-Clark’s headquarters in Irving, Texas, while maintaining Kenvue’s operational sites. Mike Hsu will lead the new company as Chairman and CEO.

MARKET EXPANSION

Woolworths expands East Africa footprint with launch of Beauty Pad in Nairobi

KENYA – Woolworths has expanded its footprint in East Africa with the launch of its first Beauty Pad in Nairobi, Kenya.

This new Beauty Pad, located within the Woolworths store at Sarit Centre, marks a significant milestone for the retailer as its inaugural beauty-centric retail space on the continent.

The launch enhances Woolworths’ offerings by introducing a dedicated beauty area, elevating the shopping experience, and catering specifically to beauty enthusiasts in the region.

The introduction of the Beauty Pad complements Woolworths’ broader strategic plan to grow its presence across Kenya and upgrade the in-store experience at its branches.

The move aligns with retail trends, as consumers seek curated, specialized spaces that offer a wide range of highquality beauty products and services under one roof.

This expansion into beauty retail in Nairobi reflects Woolworths’ commitment to meeting the evolving demands of East African consumers and capitalizing on the growing cosmetics and personal care market in the region.

In addition, Woolworths has launched a significant new

beauty section at its Sarit Centre store in Nairobi, Kenya, unveiling a world-class beauty experience tailored to the Kenyan market.

The new beauty destination features a carefully curated selection of global luxury brands making their debut in Kenya, alongside an expanded range of Woolworths’ own WBeauty line and several new product launches.

This launch represents Woolworths’ strategic commitment to deepening its connection with Kenyan customers, backed by an 18-month focus on understanding local needs and collaborating with local personalities and creative agencies.

According to the company, the customers at Sarit Centre can now explore prominent international brands such as Laneige, The Ordinary, JML’s innovative beauty and lifestyle products, and Fenty Beauty line.

An exclusive fragrance destination offers luxurious collections such as Boadicea the Victorious, Thomas Kosmala’s cruelty-free, modern perfumery, Liquides Imaginaires’ transformative scents, and artisanal creations from Francebased Sillage d’Orient.

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Hindustan Unilever Appoints Priya Nair as First Woman CEO and MD

INDIA - Hindustan Unilever Limited (HUL) has appointed Priya Nair as its new Chief Executive Officer and Managing Director, effective August 1, 2025.

Nair’s appointment is historic, as she becomes the first woman to lead HUL in its decades-long history. She will also join the HUL Board, subject to approvals, while continuing as a member of the Unilever Leadership Executive.

Nair succeeds Rohit Jawa, who will step down on July 31, 2025, after a successful tenure marked by the rollout of HUL’s ‘ASPIRE’ strategy, which refocused the company on high-growth categories and channels.

Bringing nearly 30 years of experience with HUL and Unilever, Nair joined the company in 1995 and has held several leadership positions across marketing and business strategy. Most recently, she served as President – Beauty & Wellbeing, where she led Unilever’s global business in the segment.

Nitin Paranjpe, Chairman of HUL, praised her deep market insight and leadership, expressing confidence that Nair will “take HUL to the next level of performance” through innovation and strategic growth.

Unilever

Nigeria names Ibrahim Sodipe as Executive Director

NIGERIA - Unilever Nigeria Plc has appointed Ibrahim Sodipe as its new Executive Director, strengthening its leadership team as the company pursues growth across its home and personal care portfolio.

Sodipe brings over 13 years of experience in financial reporting, internal controls, supply chain finance, and commercial strategy.

He has been a key contributor to Unilever’s operations across West and North Africa, having served as Head of Finance at Unilever Ethiopia, Financial Controller for Unilever Maghreb, and Commercial Finance Business Partner for West Africa.

Before joining Unilever, Sodipe worked with Afrinvest (West Africa) Limited and SIAO, gaining valuable exposure in

the financial services sector. A graduate of the University of Lagos, he is also a member of the Association of Chartered Certified Accountants (ACCA).

Unilever’s board commended his leadership and commitment to profitability, innovation, and talent development.

His appointment reinforces the company’s focus on strategic growth and strong governance, following a year of robust performance marked by ₦149.5 billion (US$97.47m) in revenue and ₦15.1 billion (US$9.85m) in net profit.

L’Oréal

India appoints Aseem Kaushik as Chairman to drive growth

INDIA - L’Oréal India has strengthened its leadership team with the appointment of Aseem Kaushik as Chairman and Jacques Lebel as Country Manager, effective October 1, 2025.

The appointments aim to bolster the company’s growth and reinforce its presence in India’s rapidly expanding beauty market.

As Chairman, Kaushik will oversee corporate reputation, public affairs, stakeholder engagement, and CSR initiatives, aligning with India’s sustainability priorities.

A L’Oréal veteran since 1995, he has been instrumental in driving the success of brands such as Garnier, Maybelline, and L’Oréal Paris, and in launching the company’s Dermatological Beauty and Luxury divisions.

Lebel, meanwhile, will manage operations across 26 brands, two manufacturing facilities in Maharashtra and Himachal Pradesh, and research centres in Mumbai and Bengaluru.

With extensive international experience at L’Oréal, Procter & Gamble, and AB InBev, he brings global insight to India’s competitive beauty landscape.

The appointments coincide with L’Oréal India’s 30th anniversary, as the company pursues an ambitious expansion plan to more than double its business, leveraging local manufacturing and export capabilities to strengthen its regional footprint.

P&G Hygiene and Health Care appoints Gaurav Bhartia as CFO

INDIA - Procter & Gamble Hygiene and Health Care Ltd. has announced the appointment of Gaurav Bhartia as its new Chief Financial Officer, effective July 1, 2025.

Bhartia succeeds Mrinalini Srinivasan, who steps down after an impressive 17year tenure with the company.

An alumnus of IIM Bangalore and NIT Trichy, Bhartia brings over a decade of experience with P&G, having joined the company full-time in 2014 after an internship.

He has since held key finance leadership roles across India and international markets, most recently leading Sales Finance for P&G India.

Throughout his career, Bhartia has been credited with driving structural profitability, transformational projects, and cross-functional capability building, positioning him to guide P&G’s financial strategy amid the evolving FMCG landscape.

Expressing his enthusiasm, Bhartia said he looks forward to creating value for all stakeholders and advancing P&G’s integrated strategy in India.

His appointment reinforces the company’s focus on nurturing internal talent and ensuring leadership continuity to support sustained business growth.

IMCD names Andreas Igerl as Regional President for Europe, Middle East & Africa

EMEA - IMCD Group has appointed Andreas Igerl as the Regional President for Europe, Middle East & Africa (EMEA), effective September 1, 2025.

Igerl, a member of IMCD’s executive committee, will also assume leadership of the company’s global Industrial Business Groups throughout 2025, focusing on enhancing coordination,

operational excellence, and digital integration across more than 30 EMEA markets.

In the same announcement, the group named Narendra Varde, currently Managing Director of IMCD India, as his successor as Regional President for Asia-Pacific (APAC).

Varde brings a strong record of strategic leadership and growth in India and will continue driving IMCD’s expansion across the fast-evolving APAC region.

CEO Marcus Jordan praised both leaders for their collaborative, resultsoriented approach, emphasizing IMCD’s commitment to agility and customercentric operations.

In parallel, IMCD has unveiled its expanded Life Science Laboratory hub in Shanghai, uniting its beauty, pharmaceuticals, and nutrition labs to foster cross-industry innovation and accelerate new product development.

Eurofragance appoints Oumayma Tabet as new General Manager for the Middle East

MIDDLE EAST – Eurofragance has appointed Oumayma Tabet as its new General Manager for the Middle East, effective January 2026.

She succeeds Antoine de Riedmatten, who will continue to serve on the Middle East and India Regional Board to ensure a smooth transition.

Tabet’s appointment marks a strategic move in Eurofragance’s regionalization plan, which divides leadership between India, headed by Mayur Kapse, and the Middle East, under her direction.

With over 21 years of experience in the fragrance industry, including roles at Quest International and Mane, Tabet brings a strong mix of technical expertise, creativity, and market insight.

For the past two years, she has successfully led Eurofragance’s Creative Centre in Dubai, establishing it as a hub for innovation and collaboration.

In her new role, Tabet will focus on driving regional growth, strengthening partnerships, and deepening customer engagement.

Her leadership reflects Eurofragance’s commitment to innovation, sustainability, and client-focused growth, following a year in which the company achieved €180 million (US$204.4 million) in sales, a 27% year-on-year increase.

NEW PRODUCTS UPDATE

L’ORÉAL

Melasyl Serum and Sunscreen SPF 50

L’Oréal has launched the Melasyl Serum and Sunscreen SPF 50, a skincare innovation designed to combat stubborn dark spots and pigmentation issues while protecting the skin from sun damage.

The duo addresses various types of pigmentation, including age spots, post-acne marks, and melasma, making it suitable for all skin tones and types.

www.loreal.com

TROPIKAL BRANDS

Tropikal Brands Afrika Ltd has launched an innovative personal care line, ALO, backed by a USD 3 million investment.

The ALO range includes body lotions, shower gels, body sprays, and roll-ons, all infused with natural ingredients with goat milk.

www.tropikal.co.ke

ASPIRA NIGERIA

Oracare+ Red Gel Toothpaste

Aspira Nigeria Ltd. has expanded its dental care portfolio with the launch of the Oracare+ Red Gel Toothpaste, a new edition to the well-established Oracare+ line.

This new red gel formula is crafted with a bold, refreshing flavour that enhances the daily brushing experience, provides robust protection, and promotes oral health.

www.aspiranigeria.com

KAYALI

Oudgasm Collection

Kayali has expanded its popular Oudgasm Collection with two bold new scents.

The collection includes Oudgasm Chocolate Oud | 11 Eau de Parfum Intense and Oudgasm Milky Musk Oud | 30 Eau de Parfum Intense.

www.us.kayali.com

HUL

Surf Excel Matic Express

Hindustan Unilever Limited (HUL) has expanded its laundry care portfolio with the launch of Surf Excel Matic Express, an AI-powered detergent designed for fast, efficient laundry cycles.

This product is available in two variants: the Blue variant for Express Clean with 2X Freshness Action and the Pink variant for Express Clean with 2X Care Action.

www.hul.co.in

UNILEVER SOUTH AFRICA

Domestos Power Foam Toilet & Bathroom Spray

Unilever has launched the new Domestos Power Foam Toilet & Bathroom Spray in South Africa.

The product is offered in three enduring scent options: Arctic Fresh, Citrus Blast, and Floral Burst.

www.unilever.co.za

TOLARAM EAST AFRICA

How Lush Hair is redefining beauty for a

new generation in East Africa

BY FRIDAH CHEPKOECH

In 2016, when Harvard scholars Derek van Bever and Efosa Ojomo set out to profile a company that had redefined the rules of emerging market strategy, they encountered what they later described as a ‘prime example of market-creating innovation in a developing economy’: Tolaram.

Nearly a decade later, that case study continues to unfold in East Africa, where the Singapore-headquartered conglomerate is expanding its consumer portfolio through its brand, Lush Hair, with Kenya as its regional manufacturing arm. The move aligns with a market on a steady rise. According to Expert Market Research, East Africa’s home and personal care sector was valued at USD 210.6 million in 2024 and is projected to reach USD 320.85 million by 2034, growing at a 4.3% compound annual rate. Behind these numbers is a clear shift by consumers towards affordable, culturally attuned products, particularly in haircare and skincare, prompting global players to rethink how they localize production and brand engagement.

Tolaram’s investment converts strategy into execution in Nairobi’s industrial corridor. At its Lush Hair facility, synthetic fiber is manufactured into braids, crochets, and weaves tailored for African consumers who drive the region’s beauty economy. This 77-year-old business, once recognized for redefining Nigeria’s consumer market, is not simply focused on expansion in East Africa but is working a calculated move to build near demand, align with cultural realities, and compete through market intelligence rather than volume.

As part of its ongoing coverage of Africa’s

home and personal care transformation, Home & Personal Care Middle East & Africa Magazine (HPC-MEA) spoke with Jitesh Pamnani, General Manager for Tolaram East Africa. His reflections offer a window into the conglomerate’s growth, partnerships, and evolving role in the region’s beauty market.

A GLOBAL LEGACY ANCHORED IN PARTNERSHIPS

Tolaram’s 77-year story is one of endurance and disciplined reinvention. Founded in 1948 as a small tailoring shop in Indonesia, the group has grown into a diversified multinational with operations spanning consumer goods, infrastructure, and financial technology. What distinguishes its trajectory goes beyond scale to a consistent reliance on strategic partnerships and long-term alignment – a model that has allowed it to sustain growth across generations.

From its earliest ventures, Tolaram chose collaboration over isolation. The group built global partnerships with Indofood, Arla Foods, Kellanova (formerly Kellogg’s), and ColgatePalmolive. All these alliances blended local insight with international expertise. Each partnership extended the group’s market reach while strengthening its operational depth. This partnership-led model has since become central to how Tolaram scales within emerging economies.

“If you study Tolaram’s history, you’ll see that collaboration is not a tactic; it’s part of our DNA,” says Jitesh Pamnani. “We’ve learned that markets are built through shared strengths, whether with global brands, local partners, or consumers themselves. The goal has never

been to grow alone but to grow sustainably with others.”

Few family businesses reach this level of continuity. Studies show that only about three percent survive into their third generation; Tolaram is one of them. This family-owned, professionally managed global business demonstrates not just adaptability but governance maturity, the very qualities that now define its East African expansion.

SETTING UP SHOP IN EAST AFRICA

When Tolaram re-entered East Africa three and a half years ago, it did so with measured intent. The company had briefly traded in the region during the 1980s but withdrew to consolidate its core markets, hence, its return was not impulsive. The company built on research and a clear understanding of demand patterns in the region’s fast-growing beauty economy. The entry point was Lush Hair, a brand designed to meet the specific needs of African consumers and serve as Tolaram’s manufacturing and innovation base.

At the center of this renewed push is Jitesh Pamnani, General Manager for Tolaram East Africa, who leads a multidisciplinary team overseeing operations, production, and market development. “We started from zero,” he recalls. “Before we invested, we studied what the market needed, what consumers valued, and what gaps we could fill. We wanted to learn the consumer before scaling.”

The result is a fully operational plant in Nairobi’s industrial corridor, where synthetic fiber is produced and processed into braids, crochets, and weaves. The factory directly employs more than 1,000 people, many of them young women, and stands as the only facility in the region producing fiber locally. This distinction gives Lush control over quality and cost while reducing dependence on imports.

“Our backward integration was intentional,” Pamnani adds. “Most players import fiber from other regions, but we believed that producing locally would make us more agile, cost-efficient, and responsive to fashion trends.”

This integration – from fiber to finished product – has given Tolaram a competitive foothold and positioned Lush Hair as one of the most distinctive new entrants in East Africa’s home and personal care landscape.

UNDERSTANDING THE CONSUMER: FROM INSIGHT TO INNOVATION

Tolaram’s East African strategy begins and ends with consumer insight. Within the Lush Hair division, the company’s marketing and R&D teams operate as a single ecosystem that listens, tests, and adapts in short cycles. The process begins with market intelligence, where stylists, distributors, and consumers provide input that marketing teams then translate into product concepts. R&D then prototypes, tests, and refines the design until it matches real-world expectations.

“We don’t design from the boardroom,” Pamnani. “Our ideas are built from the ground up. We gather insight from consumers, stylists, and distributors, take it back to the lab, and rework it until it fits the way people actually live and style

their hair.”

The clearest outcome of that approach is Fulani, the brand’s signature braid and one of Lush Hair’s earliest successes. Developed after months of testing, Fulani was created to disrupt a market dominated by heavy, chemically treated extensions. The brief was simple: make a braid that feels light, looks natural, and stays affordable.

The R&D team engineered a soft, lightweight synthetic fiber that mimics natural texture while reducing scalp strain and irritation. It delivers comfort without compromising on shine – a small but meaningful innovation in a category where comfort is often overlooked.

For an African woman, the transition from heavy extensions to breathable, easy-to-wear hair is not cosmetic; it’s deeply personal because it’s about how a woman feels throughout her day. Tolaram’s understanding of that reality is what anchors Lush Hair’s value proposition. By transforming consumer feedback into tangible design, the company has built a learning loop that keeps its brand agile, relevant, and close to the people who shape its growth.

GOING GREEN: SUSTAINABILITY AND LOCAL PARTNERSHIPS

Sustainability has evolved from a compliance theme into a competitive lever for Tolaram. Since 2021, Tolaram has worked on aligning its operations with the United Nations Sustainable Development Goals (SDGs) and embedding environmental responsibility into manufacturing and supply systems. At Lush Hair, this commitment is visible in infrastructure and data: solar panels line the factory roof, waste is recycled, and material sourcing is increasingly local.

The fiber manufacturing plant in Nairobi runs partly on solar power, reducing reliance on grid electricity while capturing and reusing fiber waste. Through partnerships

with local waste collectors, plastic waste from manufacturing is transformed into inputs for furniture and construction materials. This closed-loop system has also prepared the company for Kenya’s tightening sustainability framework. The Extended Producer Responsibility (EPR) regulation, effective May 2025, now requires manufacturers to manage packaging throughout its lifecycle, from production to post-use recovery. In parallel, Legal Notice 181 of 2024 mandates that all plastic packaging display producer contact details, resin codes, and recycled content percentages before sale.

“Data guides our sustainability program,” says Pamnani. “We track our waste, energy, and materials because numbers show where to act first. Sustainability is not a campaign; it’s a system that improves efficiency and works to reduce negative impacts on our environment.”

Local sourcing plays a central role. By collaborating with Kenyan packaging suppliers, Tolaram reduces logistics emissions and shortens innovation cycles. According to a 2024 McKinsey report, local sourcing can cut supply chain emissions by up to 30% while improving traceability – a vital factor in a category shaped by stylist feedback and retail agility.

Globally, the beauty industry still produces 120 billion units of packaging annually, most of which ends up in landfills or oceans. While the sector has reduced carbon emissions by 20% since 2023, the shift to circular packaging remains uneven. Against this backdrop, Lush Hair continues to study and pilot sustainable packaging solutions, using data to guide decisions that balance business growth with environmental responsibility.

MARKETING THE BRAND: STYLISTS, SALONS, AND DIGITAL ENGAGEMENT

Lush Hair’s route to market reflects Tolaram’s belief that growth in Africa depends on relationships before reach. Rather

BY TRANSFORMING

CONSUMER

FEEDBACK INTO TANGIBLE DESIGN, TOLARAM HAS BUILT A LEARNING LOOP THAT KEEPS ITS BRAND AGILE, RELEVANT, AND CLOSE TO THE PEOPLE WHO SHAPE ITS GROWTH.

than leading with advertising, the company-built influence through the people who define beauty choices – stylists and salon owners.

“We win the stylist before we win the consumer,” says Pamnani. “When stylists understand the product and trust its quality, the recommendation becomes organic. That trust is what drives real brand adoption. Now we have presence in every major town, and stylists in nearly all 47 counties know the brand.”

To cement this trust, the company introduced a nationwide loyalty program for stylists and salon professionals, rewarding engagement and advocacy. Managed through an internal digital tracking platform, the program logs every purchase and referral in real time, ensuring full transparency and accuracy in reward distribution. The result is a network of stylists who act as brand ambassadors across Kenya’s towns and counties.

Digitally, Lush targets consumers through Instagram, TikTok, and WhatsApp – platforms with the highest engagement among urban and peri-urban women aged 18–35. Influencer partnerships are carefully curated, often featuring stylists or micro-creators whose experience mirrors that of the consumer. According to IIDE’s 2025 marketing analysis, Lush’s digital campaigns reach over 2.7 million monthly visitors, with 46 percent of traffic driven organically, showing strong brand recall and search visibility.

Lush Hair has built a marketing ecosystem designed for Africa’s fast-moving beauty market by blending digital precision with on-the-ground credibility, powered by community trust as much as data.

GIVING BACK: CSR AND THE HUMAN FACE OF TOLARAM

Behind Tolaram’s business strategy lies a consistent social commitment shaped by the Ishk Tolaram Foundation. This independent philanthropic arm focuses on education, healthcare, and skills training . The foundation operates across Africa and Asia, funding initiatives that create long-term social value rather than short-term visibility.

In Kenya, that philosophy translates into focused, community-led CSR programs. Lush Hair supports women’s empowerment initiatives, breast cancer awareness campaigns, and food donation drives targeting low-income communities

WHEN STYLISTS UNDERSTAND THE PRODUCT AND TRUST ITS QUALITY. THAT TRUST IS WHAT DRIVES REAL BRAND ADOPTION.

JITESH PAMNANI, GENERAL MANAGER FOR TOLARAM EAST AFRICA.

around Nairobi and Machakos. The company also partners with local universities, offering internships that allow students to gain real-world experience in manufacturing, marketing, and sustainability.

“We may not be large yet, but every act of giving matters,” says Jitesh Pramnani, “We focus on programs that meet real needs, whether it’s education for young people, health awareness for women, or food security for vulnerable families. It’s our way of giving back to the society that supports our growth.”

By investing in people, not just markets, Lush Hair strengthens the ecosystems that enable its operations, ensuring that its impact extends beyond product lines and into the lives of those who make its growth possible.

OVERCOMING CHALLENGES, BUILDING TRUST

Every new market tests a company’s patience and adaptability, and East Africa was no exception. When Lush Hair launched, it entered a category already dominated by long-established brands and entrenched trade networks. Distributors were hesitant to take on a new entrant, and salons questioned whether the product could meet professional standards.

did the groundwork – one salon, one stylist, one consumer at a time.”

That ground-level approach built credibility faster than marketing could. The company’s transparent loyalty program, product consistency, and hands-on engagement gradually earned trust across the value chain. Within three years, Lush Hair captured more than 15% market share, becoming one of the fastest-growing brands in its category.

What began as resistance evolved into advocacy. Salons that once hesitated now act as brand champions, and traders who waited on the sidelines have become active distributors. For Tolaram, that transformation outlines a core lesson that in emerging markets, trust is the real currency of growth.

THE FUTURE OF HAIR CARE AND BEAUTY IN AFRICA

LUSH

HAIR'S SPECIALTY TREATMENT PRODUCTS

“We faced skepticism from almost every direction,” recalls Jitesh Pramnani. “Traders told us to come back after proving ourselves. So, we

Tolaram’s ambitions for East Africa extend well beyond the success of Lush Hair. The company’s roadmap for the next decade focuses on deepening local production, expanding category reach, and building adjacent FMCG lines in food and home care. In Kenya, the group plans to leverage its global partnerships – including those with Kellanova (formerly Kellogg’s) and ColgatePalmolive – to introduce new products aligned with regional demand and affordability trends.

The broader opportunity lies in demographics and access. Africa’s beauty and personal care market remains underpenetrated, with most consumers still underserved by global brands in price, relevance, and distribution. The future belongs to companies that can design affordable, high-quality products while adapting to local culture and digital behavior. For Tolaram’s Lush Hair, that means strengthening the feedback loop between manufacturing, R&D, and marketing to anticipate rapid shifts in style and consumption.

The next wave of consumers are redefining how beauty brands connect with them. They buy based on transparency, sustainability, and authenticity, and they live largely online. Lush Hair’s early investment in digital marketing and community engagement gives it a competitive edge in building loyalty among these emerging consumers.

“We’re still learning, adapting, and growing –and that’s what will sustain us for the next decade,” says Pamnani. “Our goal is not just to compete but to create value for everyone connected to our ecosystem – consumers, partners, and communities.” HPCMEA

MANAGER,

Tharaka HoneyBee Products Limited: From the hive to holistic home & personal care

BY ALPHONSE OKOTH

When Miriam Chabaari founded Tharaka HoneyBee Products Ltd in 2009, her goal was simple but profound: to share the healing power of the beehive with others. What began as a small honeyproduction enterprise has since blossomed into one of Kenya’s most innovative players in the natural beauty and personal care industry, bridging traditional apitherapy and modern cosmeceuticals.

“Inspired by my personal healing journey from chronic respiratory challenges through natural remedies, I envisioned a company that would harness the extraordinary power of bee products to promote wellness for all,” says Chabaari, the founder and CEO of Tharaka HoneyBee Products Ltd.

Over the past 16 years, the company has evolved beyond honey production to become a pioneer in apitherapy-based complementary health and personal care. Its success lies in combining scientific research with ancestral wisdom to create safe, effective, and sustainable products that speak to both beauty and wellbeing.

BEE ESSENCE COSMECEUTICALS: SCIENCE MEETS NATURE

Building on its apitherapy heritage, Tharaka HoneyBee launched Bee Essence Cosmeceuticals a premium line of

home and personal care products infused with bee-derived ingredients like propolis, beeswax, royal jelly, and honey.

“We don’t just create beauty products, we craft therapeutic personal care solutions powered by the healing intelligence of the beehive,” Chabaari explains. “Our formulations are designed to nourish, repair, and protect from within.”

Each ingredient plays a vital role: honey moisturizes and nourishes, propolis repairs and protects, beeswax seals in hydration, and royal jelly rejuvenates the skin. This synergy defines Bee Essence’s philosophy, beauty that is not just cosmetic but therapeutic, pure, and sustainable.

A GROWING PRODUCT PORTFOLIO ROOTED IN NATURE

Bee Essence Cosmeceuticals offers an expanding range of products that transform the richness of the beehive into highperformance personal care. The collection includes the Bee Essence Haircare range, featuring sulfate-free shampoos, conditioners, leave-in treatments, curling butters, styling gels, and hair food oils, all formulated with beeswax, propolis, honey, and botanical extracts.

The company’s Propolis Eczema Soap and Cream have been especially praised for their gentle, restorative effects on sensitive skin. Crafted with honey, propolis, beeswax, shea butter, goat milk, and essential oils, the products provide relief

and hydration for those struggling with skin irritations.

Tharaka HoneyBee also produces honey and beeswaxbased lip balms, a customer favorite for their hydrating, healing, and protective properties. All formulations are free from parabens, sulfates, and harsh chemicals, and are made using locally sourced ingredients to ensure purity and traceability.

“Modern consumers are increasingly conscious of what they apply to their skin and hair,” Chabaari notes. “They seek natural, safe, and ethically made products, and that’s exactly what defines Tharaka HoneyBee Products.”

LOCAL ROOTS, GLOBAL ASPIRATIONS

While Bee Essence Cosmeceuticals is firmly established in the Kenyan market, its vision extends beyond borders. The company is preparing for regional and international expansion into East Africa, South Africa, Ghana, Nigeria, Malaysia, the UK, and the USA. “Our goal is to position Bee Essence as a proudly African brand that delivers world-class, honey-based beauty and wellness solutions, from the hive to the world,” Chabaari says confidently.

Tharaka HoneyBee is part of a new wave of African enterprises redefining natural beauty by leveraging indigenous resources, scientific innovation, and sustainable sourcing to compete on a global scale.

INNOVATION BEGINS AT THE BEEHIVE

For Tharaka HoneyBee, innovation starts where it all began, the beehive. The company’s research and development (R&D) is guided by the principles of science, safety, and

THARAKA HONEYBEE ALSO ADVOCATES FOR CLEARER GUIDELINES AND SUPPORTIVE POLICIES THAT MAKE IT EASIER FOR NATURAL PRODUCT MANUFACTURERS TO ACCESS CERTIFICATION AND MARKET

sustainability. “We start by studying the biological properties of bee ingredients, honey’s humectant and antioxidant effects, propolis’s antimicrobial action, and beeswax’s emollient protection, to understand how best to integrate them into modern personal care formulations,” says Chabaari.

Collaborating with dermatologists, formulation experts, and local universities, the company ensures every product meets therapeutic and cosmetic standards. Recent innovations include improved formulations for the Bee Essence Haircare line and eco-friendly packaging that aligns with the brand’s natural identity. Customers have responded enthusiastically, noting the improved performance, premium feel, and sustainable packaging.

“Consumer feedback is central to our innovation,” Chabaari emphasizes. “We see our customers as co-creators whose experiences and insights directly influence product

YOUTH-LED HIVE INSPECTION AT THARAKA HONEYBEE PRODUCTS' CLIMATE-SMART SITE

MIRIAM CHABAARI, FOUNDER & CEO,

THARAKA HONEYBEE PRODUCTS LIMITED

MODERN CONSUMERS ARE

INCREASINGLY CONSCIOUS OF WHAT THEY APPLY TO THEIR SKIN AND HAIR - THEY SEEK NATURAL, SAFE, AND ETHICALLY MADE PRODUCTS, AND THAT’S EXACTLY WHAT DEFINES THARAKA HONEYBEE PRODUCTS

development.”

TURNING CHALLENGES INTO OPPORTUNITIES

Despite its success, Tharaka HoneyBee’s journey has not been without obstacles. Like many small and medium enterprises in Kenya, the company has faced limited access to financing, technological gaps, and market awareness challenges for apitherapy-based products. “Formulating with natural bee ingredients requires strict quality consistency and reliable raw material supply, which depends heavily on seasonal beekeeping conditions,” Chabaari explains.

To overcome these challenges, the company has invested in research, local capacity building, and partnerships. It trains rural communities in sustainable beekeeping to secure raw materials while empowering women and youth through employment and income opportunities.

“We’ve built strong relationships with local beekeepers, ensuring reliable supply chains while creating jobs,” she adds. “Through education and product sampling, we continue to build consumer confidence in bee-based cosmeceuticals.”

NAVIGATING REGULATION WITH INTEGRITY

In Kenya, compliance with product standards and certifications is crucial. For Tharaka HoneyBee, navigating these requirements has been both a challenge and a learning opportunity. “While meeting regulatory standards can be rigorous and time-consuming, we view it as a positive driver of quality and trust,” Chabaari says. “It has pushed us to strengthen our formulation processes, testing protocols, and documentation systems.”

The company works closely with bodies like the Kenya Bureau of Standards (KEBS) and the Pharmacy and Poisons Board to ensure compliance. Tharaka HoneyBee also advocates for clearer guidelines and supportive policies that make it easier for natural product manufacturers to access certification and market entry. “We now view regulation not as a barrier, but as a quality compass guiding us toward global competitiveness,” Chabaari affirms.

SUSTAINABILITY: A CORE PHILOSOPHY

At Tharaka HoneyBee, sustainability is not a marketing slogan, it’s a way of life. Every aspect of production, from

ingredient sourcing to packaging, reflects a deep respect for the environment and community wellbeing. “Every ingredient we use, honey, propolis, beeswax, and royal jelly, is natural, renewable, and biodegradable, supporting both human and environmental health,” Chabaari notes.

The company sources directly from local beekeepers who practice environmentally responsible apiculture, ensuring that bee conservation and pollination ecosystems thrive. Its sourcing model empowers rural communities through training, fair trade practices, and guaranteed markets for honey and beeswax. “By building value chains that are ethical and inclusive, we ensure every Tharaka HoneyBee product contributes to both human wellness and environmental sustainability,” she adds.

This philosophy aligns with global trends in clean beauty and conscious living, positioning Bee Essence as part of a new generation of eco-conscious African brands.

INVESTING IN THE FUTURE

To meet rising demand and international standards, Tharaka HoneyBee has invested heavily in upgrading its facilities and adopting modern cosmetic manufacturing technologies. The company’s improved processing and packaging facilities ensure hygiene, efficiency, and product consistency.

It also collaborates with research institutions and formulation experts to develop innovative products while strengthening partnerships with distributors, salons, and retail outlets for broader market access. “These investments have positioned Bee Essence Cosmeceuticals for sustainable growth and prepared us for future regional and international expansion,” says Chabaari.

VISION FOR THE NEXT DECADE

Looking ahead, Tharaka HoneyBee’s goal is to cement its place as Africa’s leading natural beauty and wellness brand, built on the science of apitherapy and powered by sustainable beekeeping. “Our vision is to make bee-powered wellness part of every household, offering natural, safe, and effective products that promote beauty, health, and community empowerment,” Chabaari shares.

Over the next 5–10 years, the company plans to expand production capacity, achieve international certifications, and diversify its portfolio with new honey- and propolis-based formulations. A key focus will also be digital marketing and e-commerce to reach younger, conscious consumers across the continent and abroad.

As the natural and honey-based personal care segment gains momentum in East Africa, Tharaka HoneyBee stands at the forefront of a movement that combines science, tradition, and sustainability. “The natural and honey-based HPC segment in Kenya and East Africa is on a strong growth trajectory,” says Chabaari. “People are becoming more aware of the healing power of natural ingredients, especially bee-derived products like honey, propolis, and beeswax.”

With increasing consumer education and collaboration among regional manufacturers, the company envisions East Africa emerging as a hub for world-class, bee-based personal care products. “We aim to lead this transformation through our Bee Essence Cosmeceutical line, championing sciencebacked apitherapy, ethical sourcing, and local value addition,” Chabaari concludes.

In every jar, soap, and cream, Tharaka HoneyBee delivers a simple but profound message: nature heals and beauty begins at the hive.

CHAMPIONING HER DIGNITY: One Pair of Heels at a Time

BY WANGARI KAMAU

Wangari Kamau, representing the HPCMEA team, spoke with Angela Waweru on the realities of period poverty in Kenya and how the Heels4Pads Foundation is breaking taboos, restoring dignity, and redefining feminine hygiene advocacy across Africa.

HPCMEA: Tell us about yourself and how the Heels4Pads Foundation came to be.

ANGELA: Thank you for having me. I am the co-founder of the Heels4Pads Foundation, and empowering girls is at the heart of everything I do. The idea for Heels4Pads came from my co-founder, Monicah Muhoya, whose work with homeless communities exposed her to the harsh realities of period poverty. During one of her annual spring cleanings, she approached me and our third co-founder, Angela Wambui, with a unique barter-trade idea; instead of discarding high heels we no longer wore, why not use them as currency? We would collect donated heels, sell them, and use the proceeds to buy sanitary pads for girls and women in need.

We immediately loved the idea and recognized its potential as a tangible CSR initiative under SisterSpeaks Global, a women-centered empowerment platform that provides safe spaces for women to connect and grow personally and professionally.

We met on May 10th, 2019, at a coffee shop in Nairobi, coined the name Heels4Pads, and launched the digital campaign just three days later. What began as a simple social media initiative quickly gained momentum, eventually earning recognition from Miss World Kenya, Maria Wavinya, who selected Heels4Pads as her Beauty with a Purpose organization. That milestone led to our formal registration as a foundation.

HPCMEA: The Heels4Pads model is both creative and community-centered. What has been the most fulfilling part of seeing it in action over the years?

ANGELA WAWERU, CO-FOUNDER, HEELS4PADS

ANGELA: The most fulfilling part has been watching a simple idea transform into a tangible force for dignity. Over the past six years, we’ve reached more than 25,000 girls and women across 19 counties. But beyond the numbers, the true fulfillment lies in the depth of that impact, like seeing our six Adopt A Dispenser pad ATMs in schools ensure that a girl’s education is never interrupted by her period. It’s also in the shift we witness when conversations about menstruation are met with knowledge rather than shame.

A particularly proud moment came last year when we

HEELS4PADS CHAMPIONS DIGNITY WITH PAD DONATION

introduced self-learning booklets for the girls, helping them understand both girls’ and boys’ puberty journeys so they can continue learning about their growth. We’ve also begun holding sessions with boys to address stigma and foster open dialogue around menstrual health. Seeing that inclusive change unfold has been truly inspiring.

HPCMEA: From your experience, what does menstrual poverty look like in Kenya and Africa today?

ANGELA: Menstrual poverty in Kenya and across Africa is not merely a lack of products, but a crisis of dignity and opportunity that fuels deep-rooted gender inequality. It shows up in heartbreaking ways: girls resorting to unsafe, unhygienic materials like rags, newspaper, or even sand, exposing them to health risks and immense shame.

It is estimated that about 65% of women and girls in Kenya lack access to affordable menstrual products. A commonly cited UNICEF statistic suggests that 1 in 10 girls in Africa misses school because of her period. Each missed school day widens the educational gap between girls and boys, reinforcing cycles of inequality that limit a girl’s future opportunities and economic potential.

But beyond the numbers are human stories that continue to shape our mission. One that revealed how intertwined these challenges are came from a pastoralist community in Samburu. We learned of a girl, only eight or nine years old, who walked

42 kilometers to escape becoming a child bride after she started her period. Her story was a devastating reminder that period poverty is often a trigger point, linked to child marriage, Female Genital Mutilation (FGM), and even sexual abuse. However, the story that truly solidified our resolve was that of Jackline Chepngeno, a schoolgirl who tragically took her own life after being publicly shamed by her teacher for staining her uniform. The humiliation and bullying that followed drove her to despair. For us, Jackline’s story underscored that no child should ever feel that suicide is the only escape from period shame. It was a heartbreaking, preventable tragedy, and a stark reminder that our work is not just about distributing pads, but about defending a girl’s dignity, education, and right to life itself.

HPCMEA: These are really heartbreaking stories. In your opinion, how have traditional beliefs and cultural taboos shaped menstrual conversations in African societies, and how is that changing as advocacy grows?

ANGELA: Traditional beliefs and cultural taboos have historically confined menstruation to the shadows across many African societies. It has been treated as an impurity and a source of shame. This has dictated that it be a strictly private affair, a conversation held only between women, which has systematically excluded men and boys from understanding it,

thereby perpetuating the cycle of stigma and silence.

The Northern regions of Kenya, including pastoralist and arid communities, present some of the most complex challenges. There, period poverty is deeply interwoven with harmful traditional practices like FGM and child marriage. A girl's first period is often seen as a signal that she is ready for marriage, making menstruation a trigger point for life-altering, and usually traumatic, events. These deeply entrenched, intergenerational norms make it difficult to address period poverty in isolation.

However, we are seeing a decisive shift. Changing generational attitudes, accelerated by urbanisation and the reach of social media, are beginning to dismantle these taboos. In urban areas, there is more openness, though the private nature of the conversation persists. Crucially, social media and digital campaigns are creating new, public forums for education that allow us to intentionally bring men into the conversation, demystifying menstruation and reframing it as a shared human issue, not just a "women's issue."

Ultimately, we must all realise a simple truth: every single one of us is a product of a woman who missed her period. This is not a niche issue; it is a human one. Our mission is to own this reality collectively, work together to raise awareness, and create sustainable solutions that ensure no girl is held back by something so natural.

HPCMEA: Looking ahead, what needs to change most urgently in Kenya’s menstrual health advocacy: in policy, mindset, or community action?

ANGELA: I hope we stop talking about “menstrual health” as a standalone issue and start recognising it as a core part of human dignity, gender equality, and economic strategy.

In Policy: Kenya’s free pads policy was a great start, but it falters due to inconsistent funding and weak enforcement. What we need now is a sustained, nationwide rollout that integrates menstrual health into the broader Water, Sanitation, and Hygiene (WASH) framework.

In Mindset: We must dismantle the idea that menstrual health is a “women’s issue.” This is why we welcome opportunities to involve men in the conversation. Platforms like ManTalk Ke have shown how transformative that can be. I would love to see Kenya emulate countries that inspire us on different aspects of menstrual equity. For example:

• Scotland became the first country to legally guarantee free, universal access to period products, showing that menstrual care is a public health right, not a privilege.

• South Africa removed the "tampon tax" years before Kenya, and Rwanda has a zero-rated VAT on sanitary products, demonstrating a commitment to economic accessibility.

• Uganda and Tanzania explicitly link school WASH facilities to menstrual health, acknowledging that pads alone are insufficient without clean water, privacy, and safe disposal.

Kenya has laid the groundwork through progressive policy.

EMPOWERING GIRLS THROUGH MENSTRUAL HEALTH EDUCATION

The challenge now is not whether to act, but how to implement these policies effectively, consistently, and holistically. The next frontier is to move from a product-centric model to a dignity-centric one that fully recognises menstrual health as integral to our nation’s development.

HPCMEA: How have like-minded organizations and private-sector partners helped you expand your reach and impact?

ANGELA: There is a growing ecosystem around menstrual health and dignity that truly inspires us. We often collaborate with organizations that share our mission to multiply our impact, including Together For Better Foundation, Mina Foundation, and Aguko Foundation. These partnerships have expanded our reach and strengthened our collective voice. We’ve also worked with private-sector partners such as Nissan Kenya, Deloitte, and KPMG, showing how corporate social responsibility can drive tangible, holistic change. The media also accelerates progress by breaking the silence and normalizing menstrual conversations. Our features across local outlets have brought this issue into living rooms and community spaces.

HPCMEA: Lastly, how does your Christian faith intersect with your advocacy for girls and women?

ANGELA: My Christian faith is the bedrock of my work. It is the source of the belief that every single person is created in the image of God and possesses inherent, unshakeable dignity. This is non-negotiable.

Therefore, our work is not just charity; it is a ministry of

restoration. When we fight period poverty, we are restoring the dignity that poverty and stigma have stolen. When we empower a woman survivor of GBV through our Dignity and Dreams Academy (D.A.D.A.), we affirm her God-given purpose

and potential. My faith demands that I approach every girl, every woman, and even every skeptic with compassion, seeing them as God sees them: whole, worthy, and loved. This shapes our entire model. It’s why we don't just hand out pads; we build circles of support that restore confidence and purpose.

HPCMEA: This is a perfect way to end this interview. In closing, what can we all do to move the needle on this issue?

ANGELA: If I could leave your audience with one thought, it would be this: period poverty is a solvable problem. Everyone has a role to play:

• Donate: A single pair of heels can fund a year’s supply of pads for a girl.

• Advocate: Ask your leaders about the enforcement of free pad policies in your local schools.

• Educate: Talk openly about periods with the boys and girls in your life, because awareness breaks stigma. We have donation collection points at all IKOJN stores, Yaya Centre, Greenhouse Mall, and Imaara Mall. Additionally, on the first and last weekends of every month (Friday to Sunday), we host a drop-off station at The Junction Mall.

Monetary donations can be made via Paybill 542542, Account No. 530300, or through our GoFundMe at https://www.gofundme. com/f/heels4pads-initiative.

We invite everyone to join us. Visit heels4pads.org to learn more and explore partnership opportunities. Together, we can ensure that every girl stands tall and proud, free from the limitations of poverty and shame.

Our audience will definitely heed this call to action. Thank you once more for your incredible work. HPCMEA

Egypt’s skincare market blooms amid rising awareness and urban expansion

BY MARY WANJIRA

Egypt’s skincare industry is emerging as one of the Middle East and North Africa’s most dynamic consumer markets, transitioning from a fragmented, import-reliant space into a selfsustaining ecosystem blending local innovation with global sophistication.

Over the past decade, urban expansion, rising health awareness, and supportive regulation from the Egyptian Drug Authority (EDA) have powered a transformation that now positions Egypt as both a major producer and exporter of skincare solutions tailored to regional needs.

In 2024, total skincare revenues reached approximately US$1.89 billion, rising to US$2.14 billion in 2025, according to Statista. The industry not only reflects strong consumer demand but has evolved into a critical pillar of Egypt’s nonoil export economy, accounting for roughly 1.5% of non-oil exports and providing more than 50,000 direct jobs.

Indirectly, it sustains thousands more in packaging, logistics, retail, and digital marketing. As of 2025, personal

care represents nearly 12% of urban employment, underscoring its social and economic significance.

Market projections remain bullish, with revenues forecast to reach US$2.78 billion by 2030, propelled by innovation in natural and halal-certified products, the expansion of e-commerce, and export diversification. Yet, challenges such as counterfeit proliferation, informal retail dominance, and logistical inefficiencies continue to temper full value realization.

According to Euromonitor, the industry is on track to record a 5.13% CAGR through 2033, supported by Egypt’s population exceeding 110 million and its strategic advantage as a manufacturing and distribution hub for culturally attuned, affordable skincare across the Gulf Cooperation Council (GCC) markets.A graph with orange line

FACIAL CARE LEADS URBAN BEAUTY ROUTINES

Among skincare categories, facial care, including cleansers, moisturizers, toners, and serums, has emerged as the fastestgrowing segment. Over the last five years, this category has

flourished alongside an increasingly urban, health-conscious population seeking protection from pollution, dehydration, and harsh UV exposure.

Egypt’s Ministry of Trade and Industry (MoTI) reported skincare imports of US$340 million in 2023, with facial care accounting for 45% of total inflows. At the same time, domestic output has surged: per-capita consumption climbed from 15 units in 2015 to 28 units in 2024, with urban penetration reaching 65% in Cairo and Alexandria.

The World Health Organization (WHO) has repeatedly highlighted the sector’s public health value, noting its role in mitigating skin disorders aggravated by Egypt’s arid climate and intense sunlight.

Leading players have responded with innovation and localization. L’Oréal Egypt, in collaboration with local labs, launched vitamin C-infused lines tailored for olive-toned skin, while Unilever’s expanded 6th of October City facility, inaugurated in 2023, ramped up output to 10 million units per month, reducing import dependency and buffering against currency volatility.

L’ORÉAL EGYPT: SCIENCE-DRIVEN INNOVATION FOR DIVERSE SKIN NEEDS

Operating in Egypt since 1931, L’Oréal Egypt has solidified its leadership through dermatological research customized for Middle Eastern skin profiles. Its 17,000 m² factory in 6th of October City produces over 50 million units annually for local

IN 2024, EGYPT'S DOMESTIC SKINCARE DEMAND TOPPED 200 MILLION UNITS, YET ONLY 25% WERE PROCESSED THROUGH HALAL-CERTIFIED FACILITIES, HIGHLIGHTING SIGNIFICANT ROOM FOR EXPANSION.

and export markets.

At its 2023 Skin & Hair Science Summit, L’Oréal spotlighted advanced technologies such as nanochip delivery systems used in the Revitalift Derm Intensives line, which increases serum absorption by 60%, a major advantage in Egypt’s dry, low-humidity conditions. Its Garnier Vitamin C Glow Boost range, co-developed with Egyptian scientists, tackles hyperpigmentation caused by pollution levels up to five times WHO limits.

Priced between EGP 150–250 (US$5–8), these accessible innovations have lifted urban pharmacy sales by 25%. Meanwhile, the brand’s Perso AI diagnostic app, integrating UV and pollution sensors, personalizes skincare recommendations, merging science and accessibility.

With halal certification, Arabic labeling, and local sourcing, L’Oréal has secured a commanding 40% share of Egypt’s facial serum subcategory, proving that global R&D can thrive when fused with local insight.

UNILEVER: SCALING AFFORDABILITY THROUGH LOCALIZATION

Unilever’s strategy focuses on mass-market accessibility, powered by its long-standing brands, Dove, Pond’s, and Vaseline. The company’s EGP 500 million (US$10.55m) investment in expanding its 6th of October City facility has enabled production of 10 million units monthly, 50% of which are exported to MENA markets.

This localized production reduces vulnerability to Egypt’s 40% currency devaluation since 2022, while sustaining 15% annual growth. Flagship products like Pond’s Age Miracle Youth Expert Serum, formulated with retinol and fermented rice extracts, deliver proven anti-aging effects suitable for Egypt’s 300+ sunny days a year.

Meanwhile, Dove DermaCare caters to sensitive, pollution-exposed skin using prebiotic moisturizers, and Vaseline Gluta-Hya Serum Drops, launched in 2024, target the 70% of Egyptian women who cite uneven skin tone as a top concern (Nielsen data).

Unilever’s sustainability initiatives, ranging

from recyclable packaging to shea butter sourcing from African cooperatives, have bolstered its appeal among eco-conscious millennials. Online, partnerships with Jumia and Cartona have expanded reach, achieving 30% growth in e-commerce sales and ensuring product availability across 80% of major hypermarkets.

PROCTER & GAMBLE: PREMIUM EFFICACY MEETS EVERYDAY PROTECTION

In the mid-premium space, Procter & Gamble (P&G) combines scientific efficacy with affordability through brands like Olay and Neutrogena, which jointly hold around 10% market share.

Olay Regenerist Micro-Sculpting Cream, blending niacinamide and hyaluronic acid, delivers long-lasting hydration and SPF protection, features that resonate with consumers battling dehydration from Egypt’s dry winds. Priced between EGP 300–400 (US$6.33-8.44), it recorded 22% sales growth in 2024, supported by targeted digital campaigns.

Neutrogena’s Hydro Boost Water Gel, a bestseller, exemplifies the clean-beauty trend with its paraben-free, vegan formula. The brand’s 2025 sustainability drive aligns with Gen Z’s 40% preference for ethical skincare, while its

Cairo-based distribution hub ensures efficiency amid shifting import duties.

BEESLINE AND NEFERTARI: TRADITION MEETS MODERN BEAUTY

Homegrown brands are also flourishing by embracing Egypt’s natural resources and heritage. Beesline, the market leader in natural skincare with 8–10% share, offers propolis-based cleansers and rosehip serums priced between EGP 80–150, addressing acne aggravated by Cairo’s dust and pollution. Nefertari, with over 100 stores nationwide, specializes in herbal masks enriched with Dead Sea minerals, recording 35% growth in 2024 as clean beauty gained traction.

Both brands collaborate with the Egyptian Company for Cosmetics (ECC) to produce halal, cruelty-free formulations. Beesline’s upcoming algae-infused toner line for bluelight protection illustrates local innovation that resonates with digitally active youth. Together, local players now command consumer loyalty through cultural relevance while multinationals maintain scale through affordability and reach.

E-commerce, projected to grow at 25% CAGR, is democratizing access to skincare products, while innovations like AR try-ons and subscription refills are redefining the customer journey. By 2030, Egypt’s facial care segment alone is forecast to generate US$750 million, underscoring the power of personalization in the modern beauty economy.

NATURAL AND ORGANIC LINES DRIVE PREMIUM GROWTH

The global shift toward sustainability and ingredient transparency is fueling Egypt’s natural skincare revolution, now valued at US$450 million in 2025 and expected to hit US$720 million by 2030 (Statista). This 7.2% CAGR is driven by eco-aware youth, wellness influencers, and affluent buyers demanding paraben-free, vegan, and organic-certified options.

Local and global brands are investing heavily. Skya Transdermic’s argan oil–based line alone occupies 20% of premium shelf space in Carrefour outlets, while The Body Shop continues to dominate the ethical cosmetics niche.

The IMARC Group notes Egypt’s skincare output exceeded 150 million units in 2024, creating a foundation for organic processing of masks, serums, and creams. Grassroots cooperatives under the Egyptian Center for Organic Agriculture (ECOA), backed by USAID and GIZ, are nurturing local supply chains for aloe vera, jojoba oil, and shea butter. These initiatives empower rural women, reduce import dependence, and feed into national sustainability goals.

HALAL-CERTIFIED FORMULATIONS: BALANCING FAITH AND OPPORTUNITY

Halal skincare has become both a cultural cornerstone and a commercial differentiator. In 2024, domestic skincare demand topped 200 million units, yet only 25% were processed through halal-certified facilities, highlighting significant room for expansion.

THE GLOBAL SHIFT TOWARD SUSTAINABILITY AND INGREDIENT TRANSPARENCY IS FUELING

EGYPT’S

NATURAL SKINCARE

REVOLUTION, NOW VALUED AT US$450M IN 2025 AND EXPECTED TO HIT US$720M BY 2030.

In response, P&G opened Egypt’s first halal skincare plant in Ismailia, with capacity for 5 million units daily, producing toners, scrubs, and creams for domestic and export markets. Egypt imported US$250 million worth of cosmetics in 2023 (OEC), yet exports of halal skincare reached 15,000 tonnes valued at US$29.9 million, signaling promising upward momentum.

A landmark partnership between Unilever and the Halal Certification Authority Egypt further strengthens local production. By sourcing 2,000 tons of halal-certified raw materials domestically, Unilever aims to achieve full localization within three years, cementing Egypt’s role as a halal cosmetics hub for Africa and the Middle East.

POLICY, STANDARDS, AND THE PATH AHEAD

Egypt’s skincare boom is anchored in robust governance. The EDA’s Cosmetics Notification Decree aligns national regulations with international benchmarks, ensuring safety, traceability, and quality across the value chain. The Egyptian Organization for Standardization and Quality (EOS) enforces GMP and ISO 22716 compliance, while CAPMAS oversees R&D data and market surveillance.

Public–private programs are catalyzing further growth. The Export Promotion Initiative (EPI), backed by USAID and the African Development Bank, funds halal testing labs, e-commerce platforms, and innovation grants. Complementary programs such as the Halal Export Program and Wellness Industry Accelerator empower SMEs to access global certification and cross-border trade opportunities.

A RADIANT FUTURE FOR EGYPTIAN SKINCARE

Egypt’s skincare sector stands at a pivotal moment, anchored in science, enriched by heritage, and propelled by sustainability. With urban consumers demanding efficacy, affordability, and ethical integrity, brands that merge innovation with authenticity are set to define the next decade.

As Egypt positions itself as a regional skincare powerhouse, its journey mirrors the country’s broader transformation: a blend of resilience, creativity, and forward-looking ambition. From Cairo’s research labs to Fayoum’s organic cooperatives, Egypt’s skincare market is not just glowing, it’s thriving, radiant, and ready for the world stage. HPCMEA

Scent & Sensibility

How smart diffusers are changing the fragrance game

BY VICTOR ATSALI

The air in a modern beauty boutique is no longer just fragrant, it’s intelligent. What once began as a simple aromatic accent has evolved into a sophisticated business strategy, with smart fragrance diffusers taking centre stage across the cosmetics and perfumery world. In an era where sensory experience defines brand loyalty, these app-controlled, AIenabled systems are transforming how beauty houses attract, engage, and retain customers.

From Dubai’s sleek malls to Nairobi’s vibrant beauty districts, smart diffusers are transforming the way consumers engage with scent, moving beyond mere smell to a deeper, immersive experience that is part of a carefully crafted brand narrative.

The numbers tell the tale: the global smart scent diffuser market is projected to hit US$1.2 billion by 2033, growing at a compound annual rate of 10.5% between 2026 and 2033, according to Verified Market Reports. North America alone is expected to reach US$745.89 million by 2025 (Data Insights Market), while the broader home fragrance market, of which

smart diffusers are a fast-growing segment, is forecast to rise from US$26 billion in 2025 to US$40.55 billion by 2032 (Fortune Business Insights).

Accio Business Report also reveals that in the Middle East and Africa, surging urbanization, rising disposable incomes, and a hunger for experiential retail are fueling an olfactory renaissance that blends technology with indulgence.

This piece examines how smart fragrance diffusers are transforming the beauty industry into a data-informed, emotionally driven retail landscape, and why leading brands in the Middle East and Africa are betting on scent as their next competitive edge.

TECHNOLOGY MEETS AROMA: THE SCIENCE OF SMART SCENTS

Behind every elegant burst of fragrance now lies an impressive marriage of engineering and emotion. Smart fragrance diffusers operate on the principle of cold-air diffusion. This technology atomizes fragrance oils into a dry, ultra-fine mist without using heat or water, preserving the scent’s purity and

complexity.

These nano-particles disperse evenly across large retail spaces, maintaining consistent aroma profiles that adapt to time, season, and mood (Aroma360 Insights). Unlike traditional reed sticks or candle diffusers, these systems can be programmed via mobile apps, allowing retailers to control diffusion schedules, intensity, and scent switching remotely.

The sophistication extends further when paired with artificial intelligence: AI algorithms analyze foot traffic, air quality, and even shopper behaviour, ensuring the right fragrance plays at precisely the right time.

Beauty brands are turning these diffusers into powerful retail companions. Sephora Middle East, for instance, uses AIdriven scent cycles that release zesty citrus in the morning to energize shoppers and switch to soothing florals as evening approaches, enhancing both ambience and consumer mood. Meanwhile, next-generation systems such as the Pura 4 and Revoltab HIDE integrate with smart home ecosystems, allowing voice-activated commands through Alexa or Google Assistant for effortless control (Pura; Revoltab).

The devices even feature occupancy sensors and environmental monitors, automatically adjusting scent output based on real-time conditions. With innovations in micro-mist diffusion and scent profiling, 60% of users now prefer spray-based systems for their fast-acting, immersive diffusion (Future Market Insights).

SCENT-SATIONAL STRATEGY: TURNING AROMA INTO REVENUE

IN NUMBERS

US$1.2B

GLOBAL SMART SCENT DIFFUSER MARKET BY 2033

In beauty retail, scent has always had emotional resonance, but today, it’s becoming a measurable business driver. Studies show that the presence of a tailored fragrance can increase customer dwell time by up to 40%, subtly encouraging deeper engagement and higher spending. The connection between smell and emotion is profound; neuroscientists estimate that up to 75% of emotions are triggered by scent alone (Aroma360). For cosmetics retailers, that translates into tangible revenue.

Ajmal Perfumes in Dubai has taken this philosophy to heart, installing Scent Perfique’s Bluetooth-enabled smart diffusers in flagship

stores. The result? A 22% boost in customer engagement and a 15% increase in average transaction value, thanks to the brand’s signature blend of oud and rose that greets shoppers upon entry, according to Scent Perfique.

Paris Gallery in Abu Dhabi has similarly partnered with Aroma360 to scent its perfume section strategically, reporting a 30% rise in trial rates and a 12% uptick in sales of featured fragrances. Clearly, scent is not just a sensory afterthought, it’s an invisible salesman. When paired with visual merchandising and soundscapes, it creates a multi-layered experience that customers not only remember but associate directly with the brand.

WHIFFS OF SUCCESS: THE MEA RETAIL TRANSFORMATION

Across the Middle East and Africa, smart scent technology is no longer confined to flagship stores; it’s becoming an integral part of regional retail innovation. Sephora Middle East’s partnership with Atmocare in Riyadh has seen stores using AI-powered scent mapping to adjust fragrances

according to the flow of shoppers, increasing average basket sizes by 18% (Atmocare).

In Lagos, Swoosh Cosmetics has turned to Levona Scent Systems to craft scent-led storytelling around product launches, resulting in a 25% jump in conversion rates. Nairobi’s Kiko Milano has taken things further by combining smart diffusers with augmented reality mirrors, offering customers a fully immersive, multi-sensory shopping journey that has driven a 35% boost in satisfaction scores (BrandXR).

Even e-commerce players are catching the scent wave. South Africa’s Ogaat Beauty now mirrors its in-store fragrance experience through scented packaging inserts, helping bridge the sensory gap between digital and physical retail. This strategy not only strengthens brand recall but also enhances the unboxing ritual, a growing trend in luxury beauty marketing (Aromacare Kenya).

SMELLING THE FUTURE: AI, PERSONALIZATION, AND SUSTAINABILITY

The future of fragrance, it seems, will be coded in algorithms. Artificial intelligence is redefining scent creation, personalization, and sustainability, marking the dawn of what many are calling “the olfactory internet.” L’Oréal’s AI platform, Philyra, is already crafting perfumes based on consumer data, analyzing preferences across regions to design locally relevant aromas (MakeUp in Paris).

For instance, in Cairo, Younique Beauty has launched

SMART FRAGRANCE DIFFUSERS OPERATE ON THE PRINCIPLE OF COLD-AIR DIFFUSION. THIS TECHNOLOGY ATOMIZES FRAGRANCE OILS INTO A DRY, ULTRA-FINE MIST WITHOUT USING HEAT OR WATER.

its “Scent Studio,” where shoppers can create their own custom fragrance profiles through an interactive app before experiencing them in-store. The pilot program has led to a 40% increase in premium purchase rates, proving that personalization pays.

AI is also driving a shift towards eco-conscious formulation. With 90% of consumers now ranking sustainability as a top priority in beauty purchases (MakeUp in Paris), brands are leveraging AI to replace harmful synthetics with bio-based or ethically sourced ingredients, without compromising on olfactory quality. These systems can predict the stability and scent behaviour of alternative molecules, reducing the need for traditional trial-and-error methods and shortening production cycles.

Beyond personalization, AI is powering dynamic scent marketing. Imagine a store that changes its scent profile in real-time depending on crowd mood or even weather. This is already being tested by several premium retailers in the GCC, who are experimenting with scent-linked facial recognition systems that tailor olfactory environments to demographic data. The result is a truly adaptive retail landscape where technology and emotion blend seamlessly, each note finetuned to match the rhythm of consumer sentiment.

A BREATH OF BUSINESS BRILLIANCE

For cosmetics brands in the Middle East and Africa, smart diffusers are more than just an upgrade, they’re a strategic necessity. As the retail environment becomes increasingly competitive, scent provides a differentiator that appeals directly to memory, emotion, and identity.

The investment is not merely sensory but strategic, driving measurable growth in foot traffic, sales, and loyalty. Moreover, the region’s evolving consumer base, young, tech-savvy, and experience-driven, positions MEA as a prime testing ground for scent technology innovations that could later shape global standards.

In the words of a regional industry expert, “Fragrance is about to move at the speed of culture.” Indeed, as AI, data, and sensory design continue to converge, the beauty of tomorrow won’t just be seen or touched, it will be smelled, remembered, and emotionally felt. In this scented revolution, every whiff counts. HPCMEA

Luxury in a click

The online beauty revolution sweeping the Middle East

BY LEAH WAMUYU

Adecade ago, beauty shopping in the Middle East meant stepping into opulent boutiques filled with dazzling perfume bottles, expert makeup artists, and the unmistakable scent of oud. Today, that same experience is just a tap away, on mobile screens. From Dubai to Riyadh, online beauty retail is not just thriving; it’s redefining luxury, accessibility, and identity. From virtual try-on tools and AI-powered skincare analysis to sameday delivery and Arabic-language apps, beauty shopping in the region has evolved into a seamless online experience. This is no longer just a regional success story; it is a global investment frontier.

According to Mordor Intelligence, the Middle East beauty and personal care market is set to grow from USD 31.11 billion in 2025 to USD 40.49 billion by 2030, reflecting a CAGR of 5.41%. The e-commerce slice of that pie is rising even faster, fueled by younger, mobile-first consumers. What was once an in-store ritual has evolved into a data-driven, culture-rich digital experience.

E-COMMERCE EVOLUTION: FROM BRICK-ANDMORTAR TO CLICK-AND-ORDER

The established model of relying solely on opulent physical stores is swiftly giving way to a high-stakes omnichannel race. According to The Cognitive Market Research, the online beauty and personal care market in the Middle East is expected to be USD 1.1 billion in 2024, growing at a 12.1% CAGR through 2031. This reflects not just more online purchases but a shift in consumer mindset. For beauty brands, this isn’t just a growth wave, it’s a make-or-break moment demanding strategic innovation, cultural fluency, and digital mastery.

Localized mobile apps such as the Noon Shopping app, Namshi Fashion & Beauty app, and Ounass Luxury Shopping app have capitalized on this surge by offering Arabic interfaces, next-day delivery, and flexible payment options. These platforms now host thousands of bestselling products, from Huda Beauty’s Easy Bake Loose Powder and Kayali Vanilla 28 Eau de Parfum to L’Oréal’s Hyaluron Moisture Shampoo, giving consumers instant access to both regional and global favorites

from their smartphones.

Meanwhile, international giants like Sephora Middle East’s SEPHORiA: House of Beauty and Faces’ Beauty Nation have built hybrid platforms that merge in-store luxury with online speed, complete with virtual consultations and AI-powered product recommendations.

LOCALIZED EXPERIENCES: TAILORING ONLINE BEAUTY TO MIDDLE EASTERN CONSUMERS

Cultural intelligence is the new commercial currency in the Middle East. Localization goes far beyond simple translation; it is a strategic approach that turns local cultural nuances into a competitive advantage, fostering the trust and loyalty necessary to drive conversion. Research from Media Content Studio shows that 79% of Saudi consumers believe heritage plays a critical role in their identity when choosing beauty brands. This has led to a surge in demand for products that reflect local culture, climate, and values.

Halal-certified and ethically formulated products, for example, have become key growth drivers. The halal haircare

market alone is valued at nearly USD 350 million in Saudi Arabia and around USD 300 million in the UAE, according to Industry Research Biz. Products like OnePure Halal Lipsticks, Mikyajy Breathable Nail Polish, and Wardah Aloe Hydramild Moisturizer meet the needs of consumers seeking both performance and purity. Traditional Middle Eastern beauty staples are also being reimagined for the digital era. Oud-based perfumes such as Kayali Vanilla 28, Arabian Oud Kalemat, and Amouage Reflection Woman, along with argan oil, rose oil, and henna-based hair masks, have found new audiences online, especially among Gen Z consumers embracing “modern heritage beauty.”

Retailers and e-commerce platforms are now curating local and artisanal brands that celebrate these roots while embracing global trends. This localization strategy has also influenced content marketing. From Arabic-language beauty tutorials, offering Ramadan beauty collections to influencer collaborations celebrating diverse skin tones, retailers are creating online experiences that feel inclusive, personal, and proudly Middle Eastern.

TECHNOLOGY MEETS BEAUTY: AI, AR, AND THE VIRTUAL TRY-ON REVOLUTION

Forget guessing foundation shades under fluorescent store lights; today’s beauty experience is powered by artificial intelligence and augmented reality technologies. According to Grand View Research, the global virtual makeup try-on market is valued at USD 6.29 billion, expected to grow at an impressive 20% CAGR through 2030.

Middle Eastern retailers are at the forefront of this revolution, deploying digital tools that simulate real-life shopping experiences. Retailers like Sephora Middle East and Faces (Beauty Nation) have pioneered digital try-on tools such as Sephora’s Virtual Artist and Faces’ Beauty Nation Virtual Try-On respectively, which use AR and AI technology to let customers test lipsticks, foundations, and skincare products virtually, making beauty shopping more personalized and accessible across the Middle East. Apotheca Beauty, known for curating luxury indie brands, uses AI-powered chatbots that act like digital beauty advisors, learning from every interaction. For brands, every click and query adds to a data goldmine that sharpens marketing precision.

In a marketplace where choices are overwhelming, personalization has become the new premium. Strategic investment in Virtual Try-On (VTO) and AI-powered diagnostics is yielding dramatic commercial dividends: Tarte

Cosmetics, for example, observed a monumental +200% increase in conversion rates for consumers who interacted with their virtual try-on feature, alongside a +30% increase in product add-to-carts. Furthermore, retailers leveraging these tools are capturing over 3 million data points annually to continuously enhance personalization, which is crucial for driving higher average order values (AOV); the implementation of these tools, such as the Makeup Advisor used by Super-Pharm, has led to a +275% conversion increase for virtual try-on users. These tools not only boost sales but also contribute to sustainability goals by reducing the high return rates associated with shade mismatch and purchase uncertainty.

THE RISE OF SOCIAL COMMERCE: INFLUENCERS AND LIVE SHOPPING TRENDS

How do you turn viral views into instantaneous sales? In the Middle East, the answer lies in mastering the art of "shoppertainment." With a population that is young and hyper-connected, social commerce is not an accessory channel; it is a powerhouse. Platforms like TikTok, which commands a global community exceeding 1 billion individuals, and Instagram, are actively defining the region’s beauty zeitgeist.

Social commerce, buying directly through social media, is skyrocketing. Retailers such as Namshi and Ounass now integrate shoppable

influencer content directly on their platforms. Influencers, meanwhile, act as both storytellers and sales channels. From Saudi beauty guru Yara Alnamlah to Kuwaiti influencer Fouz Al Fahad, the region’s beauty icons are driving product awareness and trust. Huda Beauty remains the ultimate example. What started as a beauty blog became a billion-dollar empire powered by digital storytelling, tutorials, and community engagement. This approach inspired a new generation of content-driven brands across the GCC.

Retailers are pioneering Live Shopping broadcasts, often featuring models and influencers trying products in realtime (such as on TikTok Live), which has revolutionized the consumer journey. TikTok Shop has popularized “discovery commerce,” where live videos, influencer demos, and instant checkout converge. Beauty creators host live shopping sessions, where they try products, answer questions, and offer exclusive discounts, turning passive viewers into instant buyers.

In the UAE and Saudi Arabia, influencer-led beauty livestreams have reported conversion rates up to 30%, compared to 2–3% on traditional e-commerce platforms. According to Kearney Middle East, up to 80% of women in the region follow at least one beauty influencer whose recommendations directly shape their purchasing decisions. This strategy enables beauty retailers to respond instantly to trends and connect with their community in an authentic, high-conversion environment.

SUSTAINABILITY AND TRANSPARENCY: WINNING THE CONSCIOUS BEAUTY CONSUMER

A silent yet profound shift is reshaping the procurement and supply chain: the rise of the conscious consumer. Today’s Gulf shoppers are actively prioritizing Halal-certified, organic, and cruelty-free cosmetics, fueling demand for ethical and natural products. According to Mordor Intelligence, conventional formulations still account for around 73% of the Middle East and Africa beauty market, but natural and organic beauty products are expanding rapidly at a 7.65% CAGR through

2030.

79% OF SAUDI CONSUMERS BELIEVE HERITAGE PLAYS A CRITICAL ROLE IN THEIR IDENTITY WHEN CHOOSING BEAUTY BRANDS - MEDIA CONTENT STUDIO

Meanwhile, premium and luxury categories are expected to grow at a 7.32% CAGR, as consumers associate quality and ethical sourcing with prestige. Retailers are responding in kind. Apotheca Beauty champions clean, cruelty-free, and ecofriendly brands, while Green Bar Bahrain focuses on natural ingredients and sustainable packaging. High-end retailers like Ounass and Bloomingdale’s Middle East now feature dedicated sections for sustainable and vegan brands, clearly labelled for transparency. This movement is not only about “going green”, it’s about redefining beauty through wellness and responsibility.

The commitment to sustainability extends into the physical supply chain. At Beautyworld Middle East 2024, innovation revolved around biodegradable materials, modular packaging, and recyclable luxury containers, a clear shift toward circularity. L’Oréal has increased its Halal-certified lines in response to regional demand, while Unilever’s Love Beauty and Planet emphasizes carbon-neutral operations and ethical sourcing. In an era where global regulations, such as the EU Green Claims Directive, mandate the scientific verification of environmental claims, transparency is no longer optional, it is the foundation for consumer trust and market access. HPCMEA

Making a splash

How water-saving packaging is rewriting the bath & shower playbook

BY VICTOR ATSALI

Across the Middle East and Africa, the packaging industry is undergoing a transformation as powerful as the first morning shower. In 2025, sustainability isn’t an accessory; it’s the main ingredient. Bath and shower brands are rethinking the way they design, produce, and deliver products, with water-saving packaging now sitting at the heart of innovation. From dissolvable sachets to soap-based bottles, the sector is embracing a new philosophy: conserve water at every stage, from production line to bathroom shelf.

For packaging professionals, this shift isn’t just about staying relevant. It’s about leading a revolution that ties environmental responsibility to commercial performance. As climate pressures mount and consumers demand transparency, the winners in this new era will be the brands that blend creativity, science, and sustainability into every layer of their packaging.

RETHINKING THE BASICS: WHY WATER-SAVING PACKAGING MATTERS NOW

The Middle East and Africa are home to some of the world’s most water-scarce nations. In places like the UAE, where desalinated water can cost up to 11 times more energy to produce than groundwater, and South Africa, where urban water restrictions have become seasonal norms, water conservation is no longer optional, it’s existential.

Packaging plays a surprisingly large role in this equation. Traditional production methods for plastic bottles, tubes, and caps require significant water for cooling, cleaning, and moulding processes. By contrast, next-generation packaging solutions use less water during manufacturing, reduce material weight, and encourage consumer behaviors that conserve water during product use.

This strategic focus on water-efficient packaging design not only meets environmental goals but also aligns with costsaving imperatives. Lightweight, biodegradable, or refillable packaging reduces logistics expenses and lowers wastemanagement costs, benefits that appeal as much to accountants as to environmentalists.

The shift is visible in both multinational corporations and homegrown brands across the region. Companies once competing on fragrance and foam are now competing on footprint.

DISSOLVING THE PROBLEM: THE RISE OF WATERSOLUBLE PACKAGING

Among the most exciting innovations reshaping the bath and shower sector is the rise of water-soluble films, thin, biodegradable materials that replace conventional plastic packaging for single-use products. Made from compounds like polyvinyl alcohol (PVA), these films dissolve completely when exposed to water, releasing precise product doses while leaving no waste behind.

Notable MEA examples include Nairobi-based Solubag Africa (PVA water-soluble films for sachets), Solupak and POLYVA, suppliers of cold-water soluble pouches serving regional hospitality and personal-care brands, and MonoSol, a global PVA-film manufacturer whose personal-care film solutions are used by hotels and beauty brands across the Middle East and Africa, and retailers regionwide.

The genius of this innovation lies in its simplicity. Watersoluble packaging eliminates not just plastic but also the excess water embedded in traditional formulations. It forces brands to rethink product concentration, delivering high-impact cleaning power in smaller, lighter formats. The business benefits are equally tangible: lower freight costs, faster production cycles, and improved sustainability credentials that resonate with ecoconscious travellers and regulators alike.

THE REFILL REVOLUTION: HOW CIRCULAR PACKAGING REDEFINES CONVENIENCE

If water-soluble packaging addresses the single-use challenge, refillable systems tackle sustainability from the opposite end, encouraging long-term product loyalty through circular design. Across South Africa, Kenya, and Egypt, refill stations and calibrated pump dispensers are becoming the new norm.

Meanwhile, refillable packaging models are reshaping retail experiences across Africa. Consumers now purchase a durable dispenser once and replenish it at supermarkets or refill hubs. In South Africa, Unilever has partnered with local start-up Sonke to pilot automated refill stations that dispense popular Unilever personal-care products such as shampoos and lotions. These self-service kiosks allow shoppers to reuse containers instead of discarding them, significantly reducing the need for new bottle production and long-distance transportation. Beyond cutting packaging waste, the project also helps lower costs for consumers while driving repeat visits, proving that

sustainability and smart retail can go hand in hand.

For brands, refills are not merely eco-friendly, they’re a long-term customer retention strategy. Once consumers buy a premium dispenser, they’re invested, literally and emotionally, in that brand’s sustainability journey.

WHEN PACKAGING BECOMES THE PRODUCT: THE RISE OF SOAP-BASED BOTTLES

Some innovations take the concept of water-saving packaging even further by eliminating the distinction between product and package altogether. The SOAPBOTTLE concept, originally developed in Europe, has sparked interest among African and Middle Eastern startups seeking to create packaging made entirely from solid soap. Once the liquid inside is finished, the “bottle” itself can be used as soap, dissolving gradually and leaving no waste.

This concept is as poetic as it is practical. It turns packaging into a functional product, reducing material use to zero while creating a unique consumer experience. Early prototypes are emerging in markets like Egypt and Kenya, where local innovators are experimenting with glycerin, starch, and herbal infusions to craft regionally inspired versions of soap-based packaging.

Beyond its charm, the approach has measurable sustainability value. By avoiding the production and washing of plastic containers, soap-based packaging eliminates the water footprint associated with cleaning and recycling conventional bottles. It’s a beautifully circular solution, one that transforms sustainability into something tangible, touchable, and fragrant.

THE BUSINESS OF SUSTAINABILITY: WHY WATEREFFICIENT PACKAGING PAYS OFF

What’s driving this packaging renaissance isn’t just ethics, it’s economics. Water-saving packaging has proven to be a catalyst for cost efficiency, brand differentiation, and consumer loyalty.

Lightweight, dissolvable, or refillable designs reduce production water use by up to 20% and shrink carbon emissions from logistics. Refillable packaging extends product

IF WATER-SOLUBLE PACKAGING ADDRESSES THE SINGLE-USE CHALLENGE, THEN REFILLABLE SYSTEMS TACKLE SUSTAINABILITY BY ENCOURAGING LONG-TERM PRODUCT LOYALTY THROUGH CIRCULAR DESIGN.

lifecycles and fosters repeat purchases, turning sustainability into a revenue generator rather than a cost center. In markets where eco-awareness is rising sharply, this business logic is even stronger.

A 2024 PwC Middle East survey revealed that nearly 70% of consumers are willing to pay more for products with sustainable packaging. In Kenya, NielsenIQ data shows that over 60% of shoppers in urban centers actively seek out environmentally responsible brands. This shift has encouraged global and regional companies alike, Unilever, L’Oréal, and local players such as KleanEarth and Nature’s Touch, to rethink their packaging pipelines around water stewardship.

Moreover, many governments in the GCC and subSaharan Africa are aligning national sustainability strategies with private-sector innovation. Saudi Arabia’s Vision 2030 emphasizes water efficiency and waste reduction, while South Africa’s Extended Producer Responsibility regulations now incentivize eco-packaging development. These policies, combined with growing consumer pressure, are turning water-efficient packaging from a “nice to have” into a market necessity.

For forward-thinking brands, the message is simple: water-saving design is the next competitive edge. Those who invest early will not only future-proof their operations but also earn consumer trust in an era where transparency and environmental accountability define value.

A FUTURE THAT FLOWS RESPONSIBLY

The packaging revolution sweeping the bath and shower industry across the Middle East and Africa is more than a design shift, it’s a cultural transformation. By integrating water-saving principles into every stage of production, from sourcing to end-of-life, brands are proving that sustainability can be both profitable and aspirational.

Every dissolvable sachet, every refill station, every soapbased bottle represents a reimagined relationship between people, products, and the planet. The new mantra of packaging design is clear: save water, save waste, and make sustainability irresistible.

In this new world of clean beauty and clever design, the most powerful statement a brand can make doesn’t come from the label, it comes from what disappears. HPCMEA

Dia-Stron enhances hair care R&D with advanced visual measurement services

UK – Scientific equipment supplier DiaStron has expanded its global contract testing services with new hair visual measurement capabilities, integrating advanced imaging instruments from its US subsidiary, Bossa Nova Vision.

The new capabilities leverage cutting-edge imaging instruments from Dia-Stron’s US subsidiary, Bossa Nova Vision, complementing the company’s existing portfolio of single-hair fiber and hair-tress testing techniques.

These tests evaluate hair traits such as strength, repair, protection, smoothness, and combability, and are

applicable across a wide range of hair types and treatment protocols.

Manufacturers of raw materials finished hair products, and hair appliances can use the services during product development and final testing.

Dr. Rebecca Lunn, Head of Applications at Dia-Stron, noted, “Claims backed by robust scientific data are key to building consumer trust and provide a competitive edge.

“The new Bossa Nova Vision imaging techniques are a great addition to our testing portfolio, enabling Dia-Stron to continue supporting innovations in the hair care sector.”

Dia-Stron’s experienced application scientists collaborate closely with clients to identify the most effective testing methods for their claims.

The services deliver independent, scientifically robust data, supported by thorough statistical analysis conducted at Dia-Stron’s state-of-the-art UK laboratory.

The expansion follows Dia-Stron’s full acquisition of Bossa Nova Vision LLC in May 2023, a Los Angeles-based company renowned for innovative imaging measurement technology for the cosmetics sector.

The acquisition, valued at USD 1.6m in cash, builds on a prior commercial cooperation agreement and call option executed in 2022.

The combined expertise in metrology and engineering allows DiaStron and Bossa Nova Vision to enhance measurement instruments and contract testing services for global hair and skin care research.

As part of the integration and growth strategy, Dia-Stron plans further investments in new instruments and laboratory capabilities, reinforcing its commitment to advancing product development, innovation, and scientific rigor in the hair care industry.

dsm-firmenich unveils biotech-powered Bond Aid for advanced hair repair

SWITZERLAND – dsm-firmenich has launched Bond Aid with OXY 229 CB, a breakthrough hair repair ingredient powered by biotechnology to restore hair strength and scalp vitality using sustainable, natural components.

The next-generation solution combines peptides derived from baker’s yeast with rapeseed glycerin to deliver three key benefits: keratin binding to strengthen hair fibers from within, scalp oxygenation to enhance scalp health, and a sustainable, natural formulation aligned with clean beauty principles.

Clinically tested at a 1% concentration, Bond Aid demonstrated a 22% improvement in hair tensile strength after a single use, along with smoother hair and improved combability.

It also significantly increased scalp oxygen intake by 750% and boosted cell

viability by 10%, supporting overall scalp wellness.

Molecular modelling revealed that the OXY 229 CB peptides uniquely target keratin inside hair fibers, enabling multidimensional repair that addresses damage caused by heat styling, UV exposure, chemical treatments, and environmental stressors.

The ingredient is 98.17% natural, palm-oil-free, and readily biodegradable, reflecting dsm-firmenich’s commitment to sustainability and eco-friendly hair care solutions.

Fabrice Guillemard, Director of Marketing at dsm-firmenich Beauty & Care, highlighted that Bond Aid provides a holistic, science-backed approach to hair repair, meeting growing consumer demand for high-performance, environmentally conscious products

suitable for both rinse-off and leave-on formulations.

The launch coincides with the company’s House of Science campaign, designed to transform the beauty industry through scientific innovation.

This initiative showcases dsmfirmenich’s global R&D expertise, celebrating the scientists shaping the next generation of skin, hair, and sun care solutions.

dsm-firmenich invests over €700 million (USD 829.1 million) annually in research and development, employing more than 2,000 scientists worldwide. Their efforts span biotechnology, microbiome research, data science, and phyto-expertise, all aimed at advancing effective, sustainable, and transformative beauty solutions for everyday life.

Bormioli Luigi expands makeup packaging line with sustainable glass lipstick

ITALY

– Bormioli Luigi has launched Swing, a refillable and recyclable glass lipstick that advances sustainability and circularity in luxury makeup packaging.

The innovative design features thin walls, reduced glass content, and incorporates up to 15% post-consumer recycled (PCR) material, combining elegance with environmental responsibility.

A key feature of Swing is its removable central ring made from recycled plastic, which preserves mechanical strength and the familiar closing click sound while allowing easy separation of components for recycling.

The lipstick is engineered for effortless refill in a single motion, emphasizing both durability and convenience.

Bormioli Luigi offers extensive customization options, including interior and exterior lacquers, metallic effects, screen printing, metallization, varnishes, and glazes.

The central ring can also be personalized, making the lipstick a luxurious, durable, and sustainable choice for highend beauty brands.

The product was showcased at Luxe Pack Monaco 2025, highlighting Bormioli Luigi’s ongoing commitment to ecofriendly packaging, following the launch of its recyclable makeup collection in 2023.

Glass, being inert and infinitely recyclable, underlines the brand’s philosophy of combining luxury with sustainability.

In addition to makeup packaging, Bormioli Luigi recently collaborated with Maison Berger to supply glass vessels for their 2025 home fragrance diffuser collections, Echo and Cosy.

The designs, created by Parisian agency De Vog, blend artisanal glassmaking with contemporary aesthetics.

Echo features curved glass in shades of pink, frosted, and green, while Cosy offers rounded “padded-style” bottles in blue or brown, reflecting both companies’ focus on craftsmanship and sensory experience.

Swing exemplifies Bormioli Luigi’s expertise in merging glass and recycled plastics to produce visually appealing, customizable, and sustainable packaging, aligning with industry trends toward refillable solutions and circular economy principles in luxury beauty.

Givaudan expands China footprint with new Guangzhou fragrance hub

CHINA – Givaudan has broken ground on a new 30,000-square-meter fragrance facility in Guangzhou, marking a major expansion of its scented product capabilities in one of the world’s fastest-growing fragrance markets.

The facility will include a creative centre bringing together marketing, sales, application teams, perfumers, and perfumery analysts to foster collaboration and accelerate innovation.

A highly automated production site will also be part of the hub, supporting the rapid growth of Givaudan’s fragrance business across China.

Approximately 150 employees from Givaudan’s existing Guangzhou site are expected to relocate to the new facility over the next two years.

Yaling Li, Head of Fragrances China & Korea, highlighted that the investment strengthens the company’s ability to bring customers closer to Givaudan’s creativity and expertise.

With two creative centres (Shanghai and Guangzhou) and two production sites (Changzhou and Guangzhou), the company is well-positioned to capture growth opportunities in the dynamic Chinese fragrance market.

The expansion aligns with Givaudan’s 2030 strategy to combine local insight with global excellence, ensuring innovative solutions while advancing sustainability and safety standards in its operations.

In parallel, Givaudan announced plans to acquire Belle Aire Creations, a U.S.-based fragrance house founded in 1982, known for its creativity and strong regional customer relationships.

Belle Aire Creations has grown into a major player in the fragrance sector, investing in talent, technology, and resources.

Maurizio Volpi, President of Fragrance & Beauty at Givaudan, noted that the acquisition will strengthen offerings for North American customers by combining Givaudan’s global capabilities with Belle Aire’s regional expertise.

Financial terms of the deal remain undisclosed, though Belle Aire Creations contributed approximately CHF 65 million in incremental proforma sales in 2024.

The transaction, expected to close by late 2025 or early 2026, will be funded using Givaudan’s existing resources.

Together, these moves underline Givaudan’s commitment to expanding its footprint, innovation, and customer-centric approach in both China and North America.

SUPPLIER NEWS

Clariant revolutionizes laundry care with TexCare One Terra

SWITZERLAND

– Clariant has launched TexCare One Terra, a multifunctional polymer that enhances performance in highconcentrate liquid laundry products, especially capsules.

The innovation was showcased at the SEPAWA Congress 2025 in Berlin.

TexCare One Terra is engineered to deliver superior cleaning performance even at low temperatures and reduced dosages, aligning with the growing demand for ultraconcentrated, compact laundry formulations.

Its unique chemical structure ensures excellent compatibility with concentrated capsules, combining multiple benefits in a single ingredient, including enhanced cleaning efficacy, detergency boost, and whiteness maintenance.

The polymer’s high efficiency allows manufacturers to reduce capsule size without compromising cleaning power, even in short or cold wash cycles.

Dr. Christine Oberbillig, Global Marketing Manager Home Care & Sustainability at Clariant, emphasized that TexCare One Terra addresses the industry’s need for innovative solutions that balance convenience, performance, and resource efficiency.

Sustainability is central to the product, featuring high biodegradability, a Renewable Carbon Index, and the use of waste-based feedstocks.

These attributes contribute to reduced water and energy consumption during washing, lower plastic use, and decreased carbon emissions across the product lifecycle.

The launch reinforces Clariant’s commitment to supporting environmentally conscious consumers and brands while driving the evolution of premium laundry capsules.

Financially, Clariant reported Q2 FY25 sales of CHF 968 million (USD 1.216 billion), flat in local currencies from the previous year. Growth in Catalysts and Adsorbents & Additives offset a slight decline in Care Chemicals.

EBITDA margin before exceptional items improved by 200 basis points to 17.5%, although restructuring charges impacted the reported margin.

For H1 2025, sales rose 1% to CHF 1.981 billion (USD 2.49 billion), with an EBITDA margin of 18.1%, and operating cash flow reached CHF 116 million (USD 145.73 million).

Clariant maintained its EBITDA margin guidance of 17–18% for 2025 while adjusting its sales growth forecast to 1–3% in local currencies amid market uncertainties.

Symrise invests in Cellibre to advance fermentation-based flavor innovation

USA – Symrise has made a strategic equity investment in Cellibre, a U.S. biotechnology company specializing in sustainable biomanufacturing, to accelerate the development of fermentation-derived flavor ingredients.

This partnership reflects Symrise’s commitment to leveraging precision fermentation technologies to create natural, high-value taste solutions while enhancing sustainability, innovation, and leadership in next-generation ingredient science.

The collaboration will initially focus on commercializing next-generation flavor ingredients and taste-balancing solutions, addressing the growing global demand for natural, responsibly produced food and beverage products.

By harnessing Cellibre’s advanced fermentation platform, Symrise aims to produce clean-label ingredients with consistent quality, reduced environmental impact, and improved supply chain stability, overcoming challenges associated with traditional agricultural sourcing and seasonal variability.

Imke Meyer, Project Lead for Biotechnology at Symrise, emphasized that the investment strengthens the company’s biotechnology roadmap, combining scientific expertise, application know-how, and market reach to unlock new growth opportunities and shape the future of taste innovation.

Founded in 2017 and based in San Diego, Cellibre has established a reputation for engineering microorganisms into efficient cell factories capable of producing cultured natural ingredients.

Its scalable technology supports the production of key flavor molecules and natural compounds used across food, beverage, nutraceutical, and cosmetic sectors.

While cosmetic applications are included, the primary focus of the partnership remains on sustainable, great-tasting flavor solutions for global food brands, including reformulating existing products for cleaner, greener ingredient profiles.

Ben Chiarelli, CEO of Cellibre, highlighted that the collaboration enables the creation of resilient supply chains and products that are lower cost, higher quality, and environmentally responsible.

This investment aligns with Symrise’s broader strategy to integrate biotechnology into its operations, ensuring long-term competitiveness, portfolio diversification, and sustainabilitydriven innovation.

Precision fermentation reinforces the company’s commitment to producing flavorful, safe, and environmentally responsible ingredients that meet the evolving expectations of consumers and customers worldwide.

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