African skincare brands battle for bigger share of East Africa’s beauty market

African skincare companies are stepping up efforts to capture a larger share of East Africa’s growing beauty and personal-care market, challenging established international brands with products tailored to local consumers.

The expansion is being supported by rising demand for skincare suited to African skin types, alongside the growth of modern retail, e-commerce and social-commerce platforms that are giving local brands new routes to consumers.

The recognition of Kaat Skincare as Best Skincare Brand of the Year 2026 at the seventh Somali Business Awards (SOBA) highlights the growing visibility of homegrown beauty businesses seeking to build stronger regional footprints.

Kaat Skincare CEO and Co-Founder Abdirahman Hussein Mohamed said the company’s ambition extends beyond its domestic market.

“Our ambition is not only to build a successful skincare company, but to establish Kaat Skincare as a leading regional brand from East Africa, recognized for quality, innovation and products that genuinely serve our consumers.”

Kenya is emerging as a key battleground for regional beauty brands because of its established retail networks, growing digital economy and relatively sophisticated consumer market. A foothold in the country can also provide companies with a platform for expansion into other East African markets.

However, regional expansion remains challenging. Companies face stiff competition, distribution costs, evolving consumer preferences and regulatory requirements, while smaller manufacturers must invest heavily in marketing, product development and supply chains before achieving significant scale.

The rise of African-owned skincare brands reflects a broader shift in the continent’s consumer market, where entrepreneurs are increasingly developing products around local skin needs, tastes and purchasing power.

Digital platforms are further lowering barriers to entry by allowing smaller brands to market directly to consumers and build communities without relying solely on traditional retail.

For consumers, the growing presence of African skincare companies is likely to increase product choice and competition while strengthening the position of locally developed beauty products