(L–R) - Doreen Kathambi, Brand Business Lead, Local Brands at L’Oréal East Africa, and Marie Van Haesendonck, Managing Director of L’Oréal East Africa, during the launch of the Nice & Lovely roll-on deodorant range in Nairobi./HANDOUT

Kenya’s fast-growing personal hygiene market is attracting new products as companies seek a share of a sector driven by changing lifestyles and rising awareness of personal care.

This week, L’Oréal expanded its footprint in the country through its local brand Nice & Lovely with the launch of a new range of roll-on deodorants targeting Kenyan consumers.

The move signals growing competition in the deodorant segment, a category that has gained popularity among consumers looking for affordable and practical hygiene products.

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Marie Van Haesendonck, Managing Director, L’Oréal East Africa; David Mutugi, Performance Engineer; Caroline Muturi, HRD Kenya; Sheila Nthenge, Brand Manager – Nice & Lovely; Grace Mbugua, Business Unit Manager; and Doreen Kathambi, Brand Business Lead, Local Brands at L’Oréal East Africa, on stage holding the different variants of the newly launched Nice & Lovely roll-on deodorant during the launch event in Nairobi./HANDOUT
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According to the Sagaci Research Beauty Market Sizing 2025 report, Kenya’s hygiene category is valued at about Sh5 billion. The growth is linked to increased awareness about personal hygiene, urban lifestyles and demand for accessible personal care products.

Roll-on deodorants in particular have become increasingly common in Kenyan households. Their compact design and liquid application make them appealing to consumers seeking simple and affordable options for daily use.

The newly launched Nice & Lovely roll-ons come in seven variants, including Ultra Fresh, Cotton Dry, Sensitive, Invisible, Speed, Cool and Energy. The products feature a 0% alcohol formula designed to reduce skin irritation while offering extended protection.

Doreen Kathambi, Brand Business Lead, Local Brands at L’Oréal East Africa; Sheila Nthenge, Brand Manager – Nice & Lovely; Caroline Muturi, HRD Kenya; Marie Van Haesendonck, Managing Director, L’Oréal East Africa; Grace Mbugua, Business Unit Manager; and David Mutugi, Performance Engineer, during the flag-off of the roadshow trucks at the launch of the Nice & Lovely roll-on deodorant range in Nairobi./HANDOUT
Speaking during the launch, Marie Van Haesendonck, Managing Director of L’Oréal East Africa, said the new product line expands the brand’s reach beyond skincare.

“The launch of our roll-on deodorants builds on this strong heritage and extends our promise of quality and care into everyday personal hygiene,” she said.

Nice & Lovely has, for years, been known in Kenya primarily for body lotion products, and the entry into deodorants reflects broader shifts in the personal care industry as brands diversify their offerings.

Industry players say consumers are increasingly seeking products that balance quality with affordability, especially in everyday hygiene routines.

Doreen Kathambi, Brand Business Lead for Africa Beauty Brands at L’Oréal East Africa, said demand is being driven by consumers who want dependable products without stretching their budgets.

“Consumers are seeking reliable products that fit their budgets without compromising on quality, and this range delivers exactly that,” she said.

The company says the expansion into the deodorant segment also supports local production and industrial growth as demand for personal care products continues to rise across Kenya and the wider region.