Leading personal care consumer goods manufacturer PZ Cussons has entered the Ksh 3 trillion Halal personal care market in Kenya with the launch of Imperial Leather Oud products.
This strategic move aims to capitalize on the growing demand for Halal products among both Muslim and non-Muslim consumers, both domestically and in export markets like the Middle East and Asia.
According to PZ Cussons’ research, the Kenyan Halal personal care market is estimated to be worth Ksh 12 billion and is expected to grow at a rate of 6% annually.
The company’s Managing Director for Kenya and Ghana, Mr. Sekar Ramamoorthy, highlighted the significant potential of this market, particularly among Kenya’s burgeoning Muslim population.
PZ Cussons’ decision to diversify into Halal personal care is informed by its expertise in manufacturing, research, and development, leveraging its global innovation centre in the UK.
The company’s plant meets stringent Halal standards, ensuring that all ingredients are traceable and manufactured using permissible processes.
Oud, a distinctive musky scent derived from the Agarwood tree, is the key ingredient in the Imperial Leather Oud products. This premium fragrance has been used for centuries as a medicine, incense, and aromatic oil and is highly valued for its rich, sweet, woody, and complex scent.
Dr. Fatuma Hirsi, a former PS for ICT and Tourism ministries, emphasized the need for Kenya to establish official Halal standards and certification for personal care and beauty products. She noted that Halal products are gaining popularity due to their assurance of high quality and cruelty-free practices.
To fully capitalize on the opportunities in the Halal personal care market, Dr. Hirsi called for a robust framework that supports local manufacturers through research, innovation, and infrastructure development.
“This calls for investment in continuous product monitoring, heightened vigilance, embracing a dynamic regulatory approach, periodic ingredient reviews, a centralized product approval system, and alignment with global manufacturing standards. In addition, we must carry out targeted consumer education focusing on quality attributes, adverse reaction reporting, label reading and counterfeit awareness,” stated Dr. Hirsi.
