Consumer goods manufacturer PZ Cussons East Africa will inject KSh150 million over the next year to expand its operations and refresh its product portfolio, reaffirming its long-term commitment to the region.
The investment will target production, distribution, and innovation, with a sharper focus on younger consumers whose evolving preferences are reshaping Kenya’s personal-care market.
“Consumers under 35 are adventurous with fragrance and personal care. They experiment more, seek bold scents, and shop across online and modern retail channels,” said Sekar Ramamoorthy, Managing Director of PZ Cussons East Africa, during the unveiling of a revamped Imperial Leather range in Nairobi. “They account for between 35% and 45% of personal-care spending in urban markets, and that’s where we see our growth.”
Market Dynamics and Strategic Shift
Kenya’s beauty and personal-care market is valued at approximately KSh20 billion, growing at a high single-digit rate annually. PZ Cussons holds a 25% market share, positioning it among the leading players in the category.
Ramamoorthy described the company’s current phase as a “pivotal moment” in its six-decade presence in Kenya, noting plans to increase production capacity, deepen distribution networks, and introduce new pack sizes and fragrances tailored to younger shoppers.
“The category is becoming more nuanced, with differentiation leaning towards niche segments. We are taking a broader approach to reach consumers with shared aspirations,” he said, adding that PZ Cussons “has no plans to divest from the local market.”
The announcement follows industry speculation triggered by global portfolio restructuring at the company’s parent firm. Ramamoorthy emphasised that East Africa remains a strategic growth region for PZ Cussons, citing “positive, volume-led growth” across both modern and general trade channels.
Imperial Leather Relaunch: A Legacy Reimagined
The relaunch of the flagship Imperial Leather range signals a renewed brand direction grounded in cultural relevance and generational continuity.
“We are not just unveiling a range of carefully crafted, insight-led products—we are reigniting a relationship and commissioning the next generation who share in our values,” said Hafsa Athur, Marketing Director for PZ Cussons Africa. “This relaunch is a reaffirmation of our promise to stay with the local market through changing lifestyles and evolving aspirations.”
The refreshed range reflects the company’s broader strategy to align with shifting consumer tastes, channel redesign, and portfolio.
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