With a liberalized external trade system, an ever-growing economy, political stability and world-class infrastructure in place, Kenya is generally perceived as the Eastern and Central Africa’s hub for regional trade, investment, infrastructure development and general economic growth. The Beauty & Personal Care Industry is one of the fastest growing industries in Kenya having grown by 400 percent in four years from KSH 26 billion in 2015 to over KSH 100 billion in 2019.

Reasons:

1.Kenya is net importer of cosmetic items and importing these items for domestic consumption.
2.Kenya has enjoyed a longstanding cordial association and trade relations with the European Communities, under the framework of the successive Lomé Conventions and the Cotonou Agreement.
3.The trade advantages do not stop there. It also caters to the over 500 million populations of the Eastern African Region who rely on goods that come across the Kenyan busy ports because of their lenient trade policies
4.Therefore European beauty products companies has a potential to become the top exporting country to Kenya for cosmetic items.
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