L’Oréal SA is expanding its presence in Kenya’s personal care market through its local brand Nice & Lovely, launching a line of roll-on deodorants aimed at tapping into the country’s fast-growing hygiene segment.
The new range, introduced Thursday in Nairobi by L’Oréal East Africa, marks Nice & Lovely’s entry into the deodorant category, a market the company says is seeing rising demand as consumers seek affordable personal care products.
The roll-on lineup includes seven variants — Ultra Fresh, Cotton Dry, Sensitive, Invisible, Speed, Cool and Energy — formulated with alcohol-free ingredients and designed to provide up to 48 hours of odor protection while minimizing skin irritation and sweat marks.
“Nice & Lovely has long been recognized as Kenya’s leading body lotion brand, trusted for its effective and dermatologically tested skincare solutions,” Marie Van Haesendonck, managing director of L’Oréal East Africa, said in a statement. The deodorant launch extends the brand’s offering into daily hygiene while maintaining “high-performance products that remain accessible and relevant to Kenyan consumers,” she said.
Kenya’s hygiene category is valued at about 5 billion Kenyan shillings ($38 million), according to Sagaci Beauty Market Sizing 2025, reflecting growing demand for reliable and affordable personal care products.
L’Oréal said the rollout is also part of a broader strategy to expand local manufacturing and supply chains in the region. Doreen Kathambi, brand business lead for Africa Beauty Brands at L’Oréal East Africa, said the deodorant line is intended to bring alcohol-free technology to a wider group of consumers while supporting domestic production.
“Our entry into the deodorant segment not only broadens access to world-class technology at an accessible price point, but also reinforces our continued investment in local production, industrial capability and job creation,” Kathambi said.
Kenya’s deodorant market has grown steadily in recent years, driven by rising awareness of personal hygiene and changing urban lifestyles. Roll-on products in particular have gained traction because of their targeted liquid application, skin-friendly formulations and lower price compared with sprays and stick deodorants.
For companies such as L’Oréal, the shift presents an opportunity to capture a larger share of East Africa’s expanding consumer goods market, where affordability and brand familiarity remain key purchasing drivers.
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