February 28, 2025
The beauty industry in Kenya is thriving, driven by a growing population, increasing disposable incomes, and the ever-evolving beauty trends embraced by both women and men.
Starting a beauty shop can be a rewarding and profitable venture if done strategically. From makeup to skincare, the opportunities are vast and cater to a diverse market.
Four key factors justify investing in a beauty shop business in Kenya:
Kenyans of all demographics are investing in personal care and grooming products.
Skincare, makeup, and hair care products are staples in many households, ensuring a steady customer base.
Beauty shops offer a variety of products, from affordable daily-use items to premium luxury brands, enabling entrepreneurs to cater to different income levels.
A beauty shop can be launched with a modest budget, depending on location, size, and inventory. Entrepreneurs can start small and scale over time.
With the rise of influencers and social media marketing, the beauty industry in Kenya has seen significant growth, presenting numerous opportunities for both online and offline sales.
Kenya’s beauty industry offers several opportunities for entrepreneurs:
Many consumers seek quality yet affordable products, including locally sourced beauty items.
There’s growing interest in specialized products, such as organic skincare, vegan makeup, and men’s grooming kits.
Collaborations with salons and spas can create a consistent wholesale market for your products.
The digital shift has increased demand for e-commerce, allowing beauty shop owners to expand their reach through social media and online stores.
While the beauty industry is lucrative, entrepreneurs may face challenges:
The sector is crowded with well-established brands and informal vendors.
Solution: Offer personalized service, curate unique products, and focus on customer satisfaction to stand out.
The beauty market is rife with counterfeit goods that can tarnish your reputation.
Solution: Source products from verified suppliers and educate customers on the value of authentic items.
Sales may peak during festive seasons but slow down during other times.
Solution: Introduce promotional campaigns or loyalty programs to maintain steady sales year-round.
Managing a diverse inventory can be challenging, especially for small shops.
Solution: Start with high-demand products and gradually expand your offerings based on customer preferences.
Let’s explore the required steps required when starting a bookshop business in Kenya:
Understand your target audience and competition:
Your shop’s location significantly impacts its success:
A clear plan outlines your goals and operations:
Include inventory, furniture, rent, and marketing.
Define your ideal customer segments (e.g., students, professionals).
Highlight how you will attract and retain customers.
Ensure your business operates legally:
Partner with reliable suppliers to stock authentic and in-demand items:
Nairobi’s River Road and Dubois Street offer affordable options.
Source unique products through platforms like Alibaba or local distributors.
Support Kenyan-made beauty brands for a unique selling point.
Create a welcoming environment:
Strike a balance between affordability and profitability:
Attract customers with effective marketing strategies including:
Showcase products, offer tips, and run promotions on Instagram, Facebook, and TikTok.
Use flyers and posters in your shop’s vicinity.
Collaborate with beauty influencers or host in-store events.
Business practises that ensure the long-term success of a beauty shop business include:
Only sell genuine products to build trust and avoid complaints.
Engage customers through personalized recommendations, follow-ups, and loyalty programs.
Monitor beauty trends and stock your shop with the latest products to stay relevant.
Reinvest profits to increase inventory, offer new services, or open additional branches.
Use digital tools to manage inventory, track sales, and engage customers online.
A breakdown of expected costs when starting a beauty shop is as shown below.
| Expense | Estimated Cost (Ksh) |
| Initial Stock (Products) | 50,000–200,000 |
| Shelving and Furniture | 10,000–30,000 |
| Rent | 10,000–30,000/month |
| Licenses and Permits | 5,000–15,000 |
| Marketing and Branding | 5,000–20,000 |
An overview of projected revenue generated from a beauty shop is as shown:
| Metric | Projected Value (Ksh) |
| Daily Revenue | Ksh 2,000–10,000 |
| Monthly Revenue | Ksh 60,000–300,000 |
| Profit Margins | 30–50% |
Starting a beauty shop in Kenya is an excellent venture with promising returns, given the increasing demand for personal care products.
With a strategic location, authentic inventory, and effective marketing, you can build a thriving beauty shop that meets the needs of Kenya’s diverse and beauty-conscious market.
At Surfstop, we specialize in guiding entrepreneurs in setting up and scaling their businesses.
Contact us today for expert advice on beauty shop planning, registration, and operations. Let’s turn your beauty shop dream into a reality!