Circadia, the internationally acclaimed American skincare brand rooted in chronobiology, has debuted in Kenya, ushering in a transformative chapter for professional skincare tailored to melanin-rich skin.
“Kenya’s aesthetic industry is rapidly growing, and we see incredible potential to contribute meaningfully,” said Jitin Jaggi, Managing Director of Circadia.
“Circadia is here to champion the professionals behind every skincare journey—by offering science-based products that truly transform skin, especially for melanin-rich tones.”
The Science Behind Circadia
Founded in 2001 by Dr. Peter T. Pugliese, Circadia’s formulations are designed to work in harmony with the body’s natural circadian rhythms—protecting skin by day and repairing it by night. With over 40 years of research, Circadia has earned global trust among medical aesthetic experts.
A Strategic Partnership for Impact
Circadia’s entry into the Kenyan market is anchored by a partnership with Uglow Aesthetics, now the brand’s exclusive distributor. With over eight months of clinical use locally, the results are already compelling, especially in addressing hyperpigmentation and sensitive skin conditions.
“We are thrilled to bring Circadia to Kenya,” said Jean Kinuthia, CEO of Uglow Aesthetics Clinic. “This partnership gives skincare professionals and consumers access to advanced products developed specifically for African skin. It’s more than skincare—it’s a revolution in how we care for and understand our skin.”
Eight months of clinical results in Kenya underscore Circadia’s effectiveness, especially in treating hyperpigmentation and sensitivity.
Industry Outlook & Market Data
Kenya’s skincare market is booming, with notable growth drivers including demand for natural ingredients, personalisation, and inclusivity.
| Segment | 2024 Value | 2029 Projection | CAGR |
| Skincare Market | USD 438.5M | USD 587.9M | 6.04% |
| Beauty & Personal Care | USD 2.3B | USD 3.13B | 6.36% |
Figures sourced from Mordor Intelligence and Euromonitor International.
Key Insights
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Kenya’s skincare market is forecasted to grow from USD 438.5 million in 2024 to USD 587.9 million by 2029, reflecting a compound annual growth rate (CAGR) of 6.04%.
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The broader beauty and personal care sector is projected to rise from USD 2.3 billion to USD 3.13 billion in the same period, with a slightly higher CAGR of 6.36%.
Kenya ranks third in sub-Saharan Africa’s beauty sector, after South Africa and Nigeria, according to market data from Mordor Intelligence and Euromonitor International.
Rising Trends
- Natural Ingredients & Sustainability: Shea butter, aloe vera, and black soap are gaining traction.
- Inclusivity & Personalisation: Products for melanin-rich skin lead the customisation wave.
- Men’s Skincare: Grooming culture grows; demand for moisturisers and anti-ageing formulas rises.
- Digital Access: Brands like Uncover Co. and Bandari Beauty thrive via e-commerce and social media.
- Premium Meets Affordable: Dual market segmentation sees mass products dominate, but prestige options rise among urban youth.
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