HOME & PERSONAL CARE MEA MAGAZINE ISSUE 1

A Fresh Lens on the Beauty, Home & Personal Care Industry In A Transforming Region

It is with great excitement that we introduce Home & Personal Care Middle East & Africa—a dedicated magazine crafted to serve one of the most dynamic, fast-evolving sectors of the consumer goods industry across this diverse region.

As the world redefines cleanliness, self-care, and wellness, the home and personal care (HPC) industry has stepped into the spotlight. From eco-conscious formulations and smarter packaging to inclusive beauty standards and advanced hygiene solutions, this industry is not only touching lives—it’s shaping lifestyles.

Through this magazine and its associated website www.hpcmagmea.com, our mission is to capture the industry's transformation, elevate the voices behind the region's brands, and offer insights that guide, inspire, and connect professionals across markets.

In the pages of Home & Personal Care Middle East & Africa, you’ll find more than just headlines. We bring you deep dives into local and global trends, conversations with brand leaders, regulatory updates, consumer intelligence, and cutting-edge R&D developments.

Why now? The Middle East and Africa are home to some of the world’s fastest-growing consumer markets. Urbanization, digital connectivity, and rising disposable incomes are driving demand for quality, safety, efficacy — and increasingly, sustainability.

According to recent Statista forecasts, the home and personal care industry in the region is projected to grow at a compound annual growth rate (CAGR) of over 6% through 2028, with categories like skin care, hair

care, and hygiene products showing particularly strong momentum. At the same time, regulatory frameworks are tightening, innovation cycles are accelerating, and competition is intensifying. Our magazine is here to help stakeholders navigate this complex terrain with clarity, foresight, and confidence.

This platform is also a celebration of people—investors, managers, scientists, packaging designers, marketers, manufacturers, distributors, and consumers—who are pushing boundaries every day. We believe in spotlighting local innovation, championing sustainable practices, and amplifying success stories that are rooted in the region, yet globally relevant.

We’re proud to bring together expert editorial, market intelligence, and a shared passion for excellence. Whether you’re in formulation science, brand strategy, regulatory affairs, or supply chain management, Home & Personal Care Middle East & Africa is your go-to resource for insight and inspiration.

We invite you to read, engage, contribute, and grow with us. The journey of clean, conscious, and connected living is only just beginning—and together, we can help define what it looks like for generations to come.

Welcome aboard.

Alphonse Okoth Senior Editor FW Africa

&

Year 1 | Issue No1 | MAY- JULY 2025

FOUNDER & PUBLISHER

Francis Juma

SENIOR EDITOR

Alphonse Okoth

EDITOR

Leah Wamuyu

EDITOR

Fridah Chepkoech

EDITOR

Wangari Kamau

BUSINESS DEVELOPMENT DIRECTOR

Virginia Nyoro

BUSINESS DEVELOPMENT ASSOCIATE

Vivian Kebabe

HEAD OF DESIGN

Clare Ngode

DESIGN

Monica Wachio

ACCOUNTS

Jonah Sambai

PUBLISHED BY: FW Africa

P.O. Box 1874-00621, Nairobi Kenya

Tel: +254 725 34 39 32

Email: info@fwafrica.net

Company Website: www.fwafrica.net

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MIDDLE EAST & AFRICA

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Home & Personal Care Middle East & Africa (ISSN 2307-3535) is published 4 times a year by FW Africa. Reproduction of the whole or any part of the contents without written permission from the editor is prohibited. All information is published in good faith. While care is taken to prevent inaccuracies, the publishers accept no liability for any errors or omissions or for the consequences of any action taken on the basis of information published.

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1. Africa HPC Expo

Date: July 2 – 4, 2025

Location: Sarit Expo Centre, Nairobi, Kenya www.hpcafricaexpo.com

2. AFMASS Food Manufacturing Expo, Kenya & Eastern Africa edition

Date: July 2 – 4, 2025

Location: Sarit Expo Centre, Nairobi, Kenya www.afmass.com

3. BeautyWorld Middle East 2025

Date: Oct. 27 - 29, 2025

Location: Dubai World Trade Centre, UAE

www.beautyworld-middle-east. ae.messefrankfurt.com

4. Beauty West Africa 2025

Date: Nov. 25 - 27, 2025

Location: The Landmark Events Centre, Lagos, Nigeria

www.beautywestafrica.com

5. Luxe Pack Monaco 2025

Date: Sept 29 – Oct 01, 2025

Location: Grimaldi Forum - Monaco www.luxepackmonaco.com

6. Shanghai International Personal Care Expo

Date: Nov 5–7, 2025

Location: Shanghai New International Expo Centre, China

www.spcexpo.com

7. COSMOPROF Asia 2025

Date: Nov 11-14, 2025

Location: Hong Kong Convention & Exhibition Centre, China

SIGN UP FOR HPC MIDDLE EAST & AFRICA EMAIL

www.cosmoprof.com

8. Beautech Cosmetic & Salon Expo

Date: June 16 – 17, 2025

Location: Bombay Exhibition Centre, Mumbai, India

www.beautechexpo.com

9. Making Cosmetics & in-Vitality 2025

Date: Nov 19 -20, 2025

Location: Rho Fiera Milano, Strada Statale del Sempione n. 28, 20017, Italy

www.making-cosmetics.it/en/in-vitality

10. Cosmetorium 2025

Date: Oct 22 – 23, 2025

Location: Step Exhibitions, Barcelona, Spain www.cosmetorium.es/en

JULY 2-4, 2025

SARIT EXPO CENTRE

KENYA

TECHNICAL SPONSOR:

Fine Ingredients & Commodities

Private Label & Contract Manufacturing

Private Label & Contract Manufacturing

Processing & Packaging Technologies & Supplies

Packaged Beauty, Home & Personal Care Products

WHAT’S ON SHOW AT THE EXPO

Nutraceuticals, Personal Care Services, Spas, Gyms & Wellness Products

Engineering, Automation, Renewable Energy, Hvac & Utilities

Financial, Consultancy, Testing & Other Services

Financial, Consultancy, Testing & Other Services

Mobility, Logistics & Supply Chain Solutions

Next-generation laundry detergents: pioneering enzymes cleaning up the laundry industry

What if we could harness the power of nature to further our progress in industry? That was exactly the question posed by scientists at Genencor, now a part of IFF, nearly 40 years ago. They had a radical vision to use biotechnology techniques to build better enzymes for laundry detergents - which most in the industry thought was impossible. It was assumed that enzymes from nature couldn’t be improved upon, but this team of pioneering scientists proved them wrong by developing a biobased solution that would later change the face of stain removal in the homecare sector. So, how did the bio-revolution start and how has it progressed to improve cleaning performance across the globe?

BIRTH OF BIOTECH

Founded in Palo Alto, Genencor—a partnership between Genentech and Corning—was the first biotech company to apply these cutting-edge biotechnologies to industrial enzyme production. The techniques and processes they developed enabled the first successful commercialization of a protein-engineered laundry detergent enzyme, laying the groundwork for a whole new category of biotech products.

Over the years, our team of industrial enzyme pioneers have continued to evolve and expand—first being acquired by Danisco, then DuPont, and then merging to become Dow and DuPont. Most recently, in 2021, IFF merged with DuPont’s Nutrition & Biosciences division, expanding our global footprint and capabilities. With each successive change, our scientists have continued to build upon their collective knowledge and advance their tools, host organisms, and scientific expertise, to develop highperformance enzymes for the laundry market at scale.

SPOTLIGHT ON LAUNDRY DETERGENT ENZYMES

So, how does enzyme technology work? Enzymes are extracted from nature, where they act as biological catalysts to speed up reactions, and in the case of laundry detergents, help remove tough stains effectively. In principle, enzymes in detergent perform a similar function to the ones in our body. The enzymes in our bodies break down the food we eat to release energy whereas in detergents, enzymes break down or ‘digest’ stains on laundry during the wash process. IFF develops enzymes that enable detergent manufacturers to produce laundry detergents that perform under a broad spectrum of laundering conditions, to meet a range of consumer needs, such as low temperature washing or

reducing steps in the washing process. However, stain removal is not a one-size-fits-all approach across the globe, as all stains are not spilled alike. In fact, studies show that stains on clothing are very different from region to region, depending on local cuisine, activities or hobbies specific to the area. So, how can detergent manufacturers address local sensitivities on a global scale?

CLEANING PERFORMANCE IN ACTION

To help address this challenge, IFF developed a series of performance testing processes that incorporated realworld consumer insights, enabling their customers to develop detergents that deliver high performance cleaning wherever they are in the world. The testing process is complex but thorough; typically, detergent manufacturers run thousands of tests on prefabricated stain samples to check performance. Technical stains are a model of what consumers would experience in real life and are designed to always give the same results when tested under the same conditions, helping to discriminate between different formulations. In addition to technical stains, the detergent industry also uses ‘consumer relevant stains’ as a tool to make stain removal benefits more tangible to the consumer. These are stain problems consumers encounter in their everyday lives (such as sweat stains).

To ensure detergent testing in the lab reflects real-life consumer stain problems, consumer research also plays an important role. It is crucial to determine which stains impact detergent manufacturers in different markets, and to see whether the stains that concern Indian consumers are different from those that concern people in Kenya, for example.

Source:

Base: N=500 respondents in Kenya

Figure 1: Example of Kenyan consumer research.

IFF Consumer Stain Hierarchy 2023.

When reviewing this type of data, IFF takes a twopronged approach. First, examining the commonalities between countries and regions to identify the stains that are relevant to consumers in all parts of the world. This is essential for finding a focus for global technology development. Second, we look at regional differences, to spot any needs that are emerging as global trends, or local demand in specific markets. While technology is global, consumers—and their stains—are always local.

Next, it is important to check if the technical stains represent an underlying consumer problem. For example, we found that the armpit and collar areas of clothes were frequently mentioned as being hard to remove in most of the geographies we examined globally.

of how to optimize stain removal using enzyme technology. By delving deeper into consumer insights, we’re helping detergent manufacturers across different geographies improve stain fighting performance.

A CLEAN AND BRIGHT FUTURE

While enzymes have become an important addition to

Given the composition of water, oil, wax and protein, these types of stains were expected to be responsive to enzymes such as protease and lipase. However, after running experiments using test stains commonly used as industry standard, IFF found that the available artificial stains only responded to surfactants and alkali. This proved that test stains on the market did not represent real-life actual consumer problems.

To address the sweat stain problem facing consumers around the world, IFF worked with partners to develop more representative armpit and cuff and collar stains. Once the right test stain was established, we had a clearer picture

laundry detergents, it’s the understanding of diverse stain types and consumer experiences that allows us to develop specific combinations of enzymes for different regions. By combining the power of biotechnology with real-world consumer insights, IFF enzyme experts are improving stain removal performance to meet consumers’ growing needs across the globe.

With facilities worldwide and nearly 40 years of enzyme engineering expertise, IFF’s variety of biotech tools to draw from helps customers select the best strategy to tackle their specific challenges, helping consumers look clean and feel fresh for years to come.

For more information scan the QR code or visit us at booth CO1 & CO2 at the Africa Home & Personal Care Expo

Figure 2: The so-called ‘cuff & collar stain’, composed of sweat and sebum, which is deposited on the skin.

Figure 4: Results from more consumer relevant cuff and collar stain, commercially available.

Figure 3: Artificial sebum stain, commercially available. PERFORMANCE. NATURALLY BETTER.

FW Africa, a leading organizer of high-profile trade shows and conferences across the continent, is set to launch the first-ever Africa Home and Personal Care Expo from July 2 to 4, 2025, at the Sarit Expo Centre in Nairobi, Kenya.

This landmark event is the only international trade show and conference dedicated to the beauty, home, and personal care manufacturing and packaging industry in Eastern Africa. The expo will spotlight breakthrough innovations, sustainable practices, and business opportunities shaping the region’s rapidly evolving consumer goods sectors.

The event is strategically co-located with the 10th edition of the AFMASS Food Manufacturing Expo Eastern Africa, a well-established event in the region’s food processing space. Together, the expos are projected to attract over 8,000 trade visitors and conference delegates, featuring more than 150 local, regional, and international exhibitors.

“This expo comes at a pivotal moment for Africa’s manufacturing and retail sectors,” said Francis Juma, CEO of FW Africa. “Africa’s growing number of households, rising disposable incomes, youthful population, and rapid urbanization are fueling demand for beauty, personal, and home care products—both locally made and imported.”

According to Statista, Africa’s Home & Laundry Care market is projected to generate US$18.33 billion in 2025, growing at an annual rate of 4.89% through 2029. Within this segment, laundry care stands out with a projected volume of US$9.77 billion in 2025.

Similarly, the beauty & personal care market is forecast to reach US$69.53 billion by 2025, led by the personal care segment, estimated at US$33.06 billion. These numbers

underscore a growing appetite for quality, affordable, and sustainable products—creating fertile ground for innovation and investment.

The Africa Home and Personal Care Expo will serve as a central hub for manufacturers, distributors, retailers, and solution providers in skincare, cosmetics, haircare, fragrances, laundry care, bath and hygiene products, baby and feminine care, and kitchen cleaning supplies. Attendees will gain firsthand insights into market trends, packaging advancements, raw materials, and sustainable manufacturing practices.

Additionally, the expo will run concurrently with the Africa Fresh Produce Expo and the Africa Hotels & Restaurants Expo, creating rich opportunities for cross-sector collaborations. These co-located events provide attendees with an expansive view of consumer lifestyle industries—from food and agriculture to beauty and hospitality.

The three-day event will also feature technical sessions, panel discussions, and networking forums, offering a platform for thought leaders, entrepreneurs, and investors to share knowledge and explore new partnerships.

FW Africa encourages organizations across the value chain to book exhibition booths while slots remain available. With a comprehensive line-up of showcases and discussions, the Africa Home and Personal Care Expo is poised to become a catalyst for growth and transformation in one of the continent’s most promising sectors.

From global players to local start-ups, the expo will bring together stakeholders committed to driving innovation, embracing sustainability, and meeting the evolving needs of African consumers.

• Reach the HPC manufacturing & packaging industry in Africa & Middle East using one publication and website

• The first magazine of its kind in the region that is also available in a digital format, providing our advertisers with a regional and worldwide audience

• The magazine and website are read by key decision makers with direct responsibilities for purchase of new technologies, products and services across Africa, Middle East and globally.

• HPCMAGMEA.com is the best read and visited HPC industry news website in Africa and the Middle East.

Buyline

Industries launches herbal

soap

range to tap into growing natural skincare market

KENYA – Buyline Industries, a Kenyan personal care company, has expanded its Luron brand with a new range of Herbal Bathing Bar soaps, formulated to elevate skincare routines using natural ingredients.

The new line includes Tea Tree & Eucalyptus for deep cleansing, Rosemary & Lavender for soothing effects, and Citronella & Lemongrass, which offers freshness and insectrepelling properties.

This addition complements Buyline’s existing soap offerings, including its BioVital and Ballet Baby jelly soaps.

Luron, one of the company’s flagship brands, is widely recognized for its comprehensive personal care portfolio, which spans perfumes, deodorants, hair care, nail polish,

colour cosmetics, men’s grooming, and baby care.

The brand also promotes sustainability through ecofriendly packaging and ethically sourced ingredients.

Buyline’s broader product suite includes Avena Sativa, an oat-enriched skincare range known for its moisturizing qualities, and a variety of toilet soaps tailored to different skin types.

Its colour cosmetics line continues to gain traction with products that enhance beauty while supporting skin health.

In recent months, Buyline has also revamped the packaging of its bestselling products, such as aloe vera gel and dermaclear pimple cream, to improve consumer appeal.

The launch of the herbal bar soap range aligns with Kenya’s fast-growing interest in natural and eco-conscious skincare.

As of 2022, natural soap held less than 10% market share in Kenya, but projections by Fem Hub suggest this could double to 20% by 2025.

Globally, the herbal soap market, valued at US$0.21 billion in 2024, is projected to grow to US$ 0.36 billion by 2033, according to Business Research Insights, at a CAGR of 6.18%.

IFF launches creative scent centre in Dubai to boost regional fragrance innovation

UAE – International Flavors & Fragrances Inc. (IFF), the U.S.based leader in scents, flavours, and ingredients, has opened its new Scent Creative Centre at Dubai Science Park, reinforcing its commitment to fragrance innovation tailored for the Middle East.

Spanning 2,000 square metres, the state-of-the-art facility is designed to deliver cutting-edge scent solutions while embracing local cultural inspiration.

The centre aims to meet evolving consumer preferences across fine and consumer fragrances, enhancing performance, desirability, and sensory impact.

IFF CEO Erik Fyrwald said, “The Dubai Creative Centre will strengthen our ability to win with customers by delivering innovative solutions tailored to local tastes in fine and consumer fragrance—even faster.”

Blending technology with heritage, the centre features a co-creation perfumery studio, a traditional majlis, a perfumery academy, and a semi-industrial production robot—tools that accelerate development and foster collaboration with clients.

Ana Paula Mendonça, President of IFF Scent, noted, “Our new creative centre includes numerous evaluation booths for all scent categories—fine fragrance, home, fabric, and beauty care—along with a full suite of advanced fragrance technologies.”

IFF’s scent team has operated in Dubai for over 15 years, playing a pivotal role in shaping the Middle East’s signature olfactory styles and contributing to the global success of many regional fragrances.

The Dubai centre also complements IFF’s broader innovation strategy. In the U.S., the company recently inaugurated a Citrus Innovation Centre in Lakeland, Florida, in partnership with Florida Polytechnic University.

The 30,000-square-foot site supports research across food, fragrance, body care, and home care, offering clients a streamlined product development process through digital tools, analytics labs, and prototyping capabilities.

Both centres underscore IFF’s global vision for accelerating innovation, nurturing talent, and responding to consumer needs with cultural and scientific precision.

MARKET EXPANSION

Colgate-Palmolive India reports

Q4 FY25 Profit of US$4.2M amid market headwinds

INDIA – Colgate-Palmolive India reported a consolidated net profit of ₹355 crore (US$4.16m) for the fourth quarter ending March 31, 2025, reflecting a 6.5% year-on-year decline from ₹379.8 crore in Q4 FY24.

The decline was attributed to softening urban demand and intensified market competition.

Revenue for Q4 stood at ₹1,462.5 crore (US$17.18m), down 1.9% from the same quarter last year.

EBITDA for the quarter dropped by 6.4% to ₹498 crore, while the EBITDA margin narrowed to 34%, compared to 35.7% in the previous year.

Despite quarterly pressures, the company posted positive full-year (FY25) performance, with net sales up 6.3% to ₹5,999 crore (US$70.25 million) and net profit rising 8.5% to ₹1,437 crore (USD 16.83 million).

Domestic revenue also increased by 5.6% for the year, driven largely by mid-single-digit value growth in the toothpaste segment.

Managing Director & CEO Prabha Narasimhan acknowledged the challenges of the second half, stating that while near-term macroeconomic headwinds may persist, a gradual market recovery is anticipated later in the year.

“The operating environment proved challenging in the second half of the year, primarily due to softening urban demand and intensified competition, which impacted Q4 performance.”

He added, “While we anticipate continued near-term macro headwinds, we expect to see a gradual recovery in market conditions in the latter part of the year.”

Additionally, the Board of Directors declared a second interim dividend of ₹27 (US$0.32) per share, bringing the total FY25 dividend to ₹51 (US$0.61) per share.

The total payout of ₹734 crore (USD 8.60 million) will be distributed on or after June 16, 2025, to shareholders recorded as of May 28, 2025.

The report underlines Colgate-Palmolive India’s resilience in a competitive landscape, with continued commitment to long-term growth despite short-term challenges.

HUL posts 3% sales growth in Q4 FY25, strengthens FMCG leadership

INDIA – Hindustan Unilever Limited (HUL) has reported a 3% underlying sales growth (USG) for the fourth quarter ending March 31, 2025, reflecting a steady performance across its key segments despite a challenging market environment.

The company’s EBITDA margin stood at 23.1%, down 30 basis points year-on-year, while profit after tax (PAT) and PAT before exceptional items rose by 4%.

HUL CEO and Managing Director Rohit Jawa stated, “We delivered a competitive performance, further strengthening our market leadership. FY25 has been pivotal in accelerating our portfolio transformation with innovation, channel investments, the Minimalist acquisition, and the divestment of Pureit.”

In Q4, the Home Care segment posted a 3% USG, driven by mid-single-digit volume growth. Fabric Wash and Household Care led growth through premium innovations like Surf Excel Smart Shots, despite deflationary pricing aimed at passing commodity cost savings to consumers.

The Beauty & Wellbeing segment also grew 3%, led by double-digit hair care volume gains. However, mass skin care and colour cosmetics experienced a slight decline.

Seasonal launches under Lakme, Vaseline, and a refreshed Glow & Lovely helped bolster segment performance.

Personal Care delivered 3% growth despite a minor volume dip, with skin cleansing and oral care (led by Closeup and its new 'White Now' range) showing positive momentum.

For FY25, HUL reported an overall turnover of ₹60,680 crore (US$7.23 billion), a 2% increase, supported by 2% volume growth. EBITDA margin stood at 23.5%, while annual PAT rose by 5%.

HUL also confirmed the completion of its ₹2,670 crore (US$320 million) acquisition of a 90.5% stake in skincare brand Minimalist, following clearance from the Competition Commission of India, signaling a bold push into high-growth beauty categories.

MARKET EXPANSION

Beiersdorf opens Nairobi office to deepen East African engagement

KENYA – Global skincare leader Beiersdorf has strengthened its foothold in East Africa with the opening of a new corporate office in Nairobi, Kenya, a move that underscores the company’s regional commitment and global growth ambitions.

The reopening of the Nairobi office reflects Beiersdorf’s push for modern, flexible workspaces that foster collaboration and enhance productivity.

Mathieu Levasseur, General Manager for Central, East, and West Africa, remarked, “Today is an important day because our office in Nairobi is being reopened. The decision was completely driven by the need for a contemporary flexible workspace.”

Beiersdorf’s journey in East Africa began in 1982, when it introduced NIVEA, its flagship skincare brand, to the region.

A production centre was later established along Lunga Lunga Road in Nairobi’s Industrial Area to support growing demand and ensure consistent product supply across the region.

The Nairobi office joins Beiersdorf’s broader African

network, which includes operations in Egypt, South Africa, Nigeria, Angola, Cameroon, and Senegal.

The company continues to tailor its offerings to meet diverse skincare needs, as seen in its recent launch of the NIVEA Radiant & Beauty range in Côte d’Ivoire, developed specifically for melanin-rich skin.

Globally, Beiersdorf has continued its strategic expansion, with active operations across Europe, North America, Latin America, Asia, and Australia. Investments in innovation and R&D remain central to its growth.

In FY2024, Beiersdorf reported record sales of €9.9 billion (US$10 billion), marking 6.5% organic growth.

Operating profit (EBIT) rose to €1.4 billion (US$1.5 billion), with the Consumer Business segment generating €8.2 billion (US$8.7 billion) in sales.

The company’s strongest growth came from Africa, Asia, and Australia, which posted an 11.3% increase, further affirming East Africa’s strategic importance to Beiersdorf’s global ambitions.

Kimberly-Clark commits over US$2B to largest U.S. expansion

in 30 years

USA – Kimberly-Clark, the multinational personal care and consumer goods giant, has announced a landmark US$2 billion investment in its U.S. operations—its largest domestic expansion in more than three decades.

The initiative is designed to boost manufacturing capacity, modernize supply chain infrastructure, and accelerate innovation as part of the company’s long-term Powering Care transformation strategy.

A key highlight of the plan includes a US$800 million investment in a new state-of-the-art manufacturing facility in Warren, Ohio, strategically located to serve customers in the Northeast and Midwest.

The site will integrate cutting-edge technologies for the production of next-generation consumer products, significantly improving production efficiency and responsiveness.

Additionally, US$200 million will go toward expanding the company’s Beech Island, South Carolina site, where a hightech, automated distribution centre is planned.

This facility will incorporate AI-powered logistics, robotics, and automated high-density storage to streamline operations and enhance supply chain performance.

Russ Torres, Group President of Kimberly-Clark North America, said, “This landmark investment is a strategic bet on the American consumer and our innovation-driven growth. It reflects our confidence in the future and complements our broader transformation journey.”

The project is expected to create over 900 skilled jobs in advanced manufacturing and automation. Construction of both facilities is set to begin in May 2025, with completion anticipated in the following two to three years.

In parallel, Kimberly-Clark is accelerating its decarbonization strategy in Europe. The company plans to transition its Koblenz, Germany tissue manufacturing plant to 100% renewable energy by 2029, supported by Carbon Contracts for Difference (CCFD) and virtual power purchase agreements.

These efforts underscore Kimberly-Clark’s dual commitment to sustainable innovation and operational excellence across global markets.

Glycolic acid market size

projected to reach US$648.9M by 2032

- SNS Insider

GLOBAL – The global glycolic acid market was valued at US$349.07 million in 2024, and it is projected to reach US$648.92 million by 2032, growing at a compound annual growth rate (CAGR) of 8.06%, according to a report released by SNS Insider.

The growth is driven by rising demand for biodegradable ingredients and the increasing popularity of chemical exfoliants in anti-ageing skincare products.

Mainly used in chemical exfoliants, glycolic acid is a key ingredient in serums, toners, and facial cleansers, helping to remove dead skin cells and improve skin texture.

It is also found in anti-ageing creams and acne treatments, where its ability to boost collagen production and unclog pores makes it effective for reducing fine lines and breakouts.

Regulatory approvals, including those from the U.S. FDA, have further strengthened its presence in personal care products, while major industry players such as The Chemours Company and BASF continue to invest in capacity expansions and new product launches.

Consumer preferences are shifting toward eco-friendly formulations, leading to a transition to sugarcane-derived glycolic acid, which aligns with the growing demand for natural skincare solutions.

The U.S. market, valued at US$67.16 million in 2023, is expected to reach US$137.85 million by 2032, reflecting strong domestic consumption and advancements in cosmetic formulations.

In 2024, Asia Pacific led the global glycolic acid market, holding a 39% share, driven by booming cosmetics and personal care industries, rising disposable income, and strong demand in China, India, and South Korea, alongside costeffective production and increased R&D investments.

Recently, Brenntag partnered with USA-based PureTech Scientific LLC, to expand the distribution of ultra-high-purity glycolic acid across the U.S., Canada, and Mexico.

This agreement enables Brenntag to deliver innovative formulation solutions with Glypure cosmetic-grade glycolic acid to North American personal care customers.

Re/do Beauty launches advanced eyelash and eyebrow growth serums in India

INDIA – Re/do Beauty has introduced India’s first advanced eyelash growth serum featuring Resulook and the WKPep ProLash Peptide Complex, alongside a newly launched eyebrow growth serum infused with multi-peptides and Redensyl.

These products mark a significant shift in the Indian beauty market by offering science-backed alternatives to traditional oil-based serums.

Formulated with a potent blend of peptides, amino acids, botanical extracts, and vitamins, the serums are designed to enhance natural lash and brow growth, promising visible results in 3 to 4 weeks.

Unlike many Indian-made serums that rely heavily on castor oil, Re/do’s formulations use targeted active ingredients for improved volume, length, thickness, and definition.

The eyelash serum is crafted to extend the lash growth cycle, while the eyebrow serum includes Redensyl to reduce hair fall and Phytopolyamine to boost hair quality. Both products nourish and hydrate hair for a shinier, healthier appearance.

Re/do emphasizes that lash and brow hairs differ in structure and growth cycles, necessitating separate, purposebuilt serums and application methods. Both products feature lightweight, non-sticky formulas and custom-designed applicators for easy, precise daily use.

The brand aims to set a new standard in lash and brow care in India by integrating clinically effective ingredients into the formulation.

Re/do’s innovation comes amid a global surge in advanced lash and brow care solutions. American brands Nanolash and Nanobrow have recently gained popularity with peptide-rich serums that stimulate hair follicles, extend growth cycles, and enhance density and resilience.

These products have drawn attention for their fastabsorbing formulas and ability to deliver longer, fuller lashes and brows within weeks.

L’oréal Groupe Nominates

Rehan Saeed As New CEO And Executive General Manager For Pakistan

PAKISTAN – L’Oréal Groupe has appointed Rehan Saeed as the new CEO and Executive General Manager of L’Oréal Pakistan, effective May 2025.

Saeed will take over the role from Qawi Naseer, who has held that position since 2020.

His leadership is expected to drive innovation, elevate L’Oréal’s purposedriven mission, and reinforce the company’s contributions to Pakistan’s socio-economic development.

Rehan Saeed brings over 21 years of experience in marketing, commercial strategy, and business development, having worked across Australia, Indonesia, and Pakistan.

In 2023, Rehan Saeed joined L’Oréal Indonesia as Business Development Director, later advancing to CPD Commercial Director, where he led high-performing teams, strengthened collaborative culture, and drove Project Infinity, a strategic initiative to enhance operational efficiency and market growth

Rehan Saeed stated, “It is a privilege to return to L’Oréal Pakistan and lead a dynamic, purpose-driven team at a pivotal time for the company.”

Saeed’s appointment signals L’Oréal’s renewed focus on localized leadership with global expertise.

Suzie Wokabi takes helm at O'Bao as new CEO

KENYA - O’Bao, a Kenyan plant-based skincare brand, has appointed Suzie Wokabi as the new CEO, effective January 2025.

Wokabi is widely recognized as a pioneer in Kenya’s cosmetics sector, having founded SuzieBeauty, the country’s first homegrown professional makeup brand, in 2009. Her brand gained international recognition and was later acquired by Flame Tree Group in 2015, solidifying her influence in the industry.

Before launching SuzieBeauty, Wokabi worked with global cosmetic brands such as MAC and Clinique in New

York, where she honed her expertise in beauty product development and market strategy.

Upon returning to Kenya, she collaborated with major brands like MNet, working on productions such as Face of Africa and Tusker Project Fame.

At O’Bao, Wokabi is expected to leverage her entrepreneurial experience, industry knowledge, and passion for African beauty to drive brand growth, product innovation, and market expansion.

Wokabi said, “I am truly inspired by O’Bao and its mission to unite Africa’s beauty and sustainability in one brand,”

Takasago appoints Bassel Kouchacji as the Managing Director of Fragrance,

Middle East

MIDDLE

EAST - Takasago, a Japanese company specializing in flavours and fragrances, has appointed Bassel Kouchacji as the Managing Director of Fragrance, Middle East, marking a strategic move to strengthen its presence in the region.

Kouchacji is expected to lead Takasago’s operations, driving innovation and market expansion, with extensive experience in the fragrance industry.

Prior to his appointment in Takasago, Kouchacji held the position of Regional Sales Manager for Saudi Arabia, Pakistan, and the Levant at Mane’s fragrance division, where he played a key role in market development and sales strategy within the region.

He holds a Master of Business Administration (MBA) in Management from SBS Swiss Business School, earned in 2019, equipping him with strong leadership, strategic expertise, and business acumen essential for his role as Managing Director of Fragrance, Middle East at Takasago.

The appointment of Kouchacji comes at a time when the Middle East fragrance market is forecasted to grow by USD 891.4 million between 2023 and 2028, with a CAGR of 4.8%.

Marico retains Saugata Gupta as MD & CEO for two years

INDIA - Marico Limited, one of India's multinational consumer goods companies, has announced the reappointment of Saugata Gupta as its Managing Director & Chief Executive Officer for another two years, extending his tenure from April 1, 2026, to March 31, 2028.

The company’s Board of Directors approved the decision, and the announcement was also communicated to the stock exchanges on the same day.

Gupta, who has been with Marico since 2004, initially served as Head of Marketing before being promoted to CEO of India Business in 2007. Since 2014, he has held the position of MD & CEO, overseeing the company’s strategic direction and operational success.

Under his leadership, Marico has strengthened its presence in both domestic and international markets, with brands like Saffola, Parachute, and Livon continuing to dominate their respective segments.

Before joining Marico, Saugata Gupta worked at Cadbury (now Mondelez International) in sales and marketing for nine years and later led marketing and group sales at ICICI Prudential, helping drive its market expansion.

Catherine Spindler appointed president of Sephora in Europe and Middle East

EMEA - LVMH-owned retailer Sephora has appointed Catherine Spindler as the new President of Europe and the Middle East, effective January 27, 2025.

Spindler joins Sephora’s Global Leadership Team and will report directly to Guillaume Motte, the company’s President and CEO.

She succeeds Sylvie Moreau, who has held the role since September 2021. Spindler brings extensive experience in international omnichannel retail, having previously served as Deputy CEO at Lacoste since September 2022.

Before that, she was Chief Brand Officer at the luxury fashion brand and held leadership positions at VentePrivée Group, including Managing Director for France.

Earlier in her career, in 2001, Catherine Spindler joined the Rocher Group, where she played a key role in expanding Yves Rocher’s presence in Asia.

She began her professional journey at LVMH, working with the House of Guerlain, gaining early experience in the luxury sector.

Unilever Ethiopia appoints Nesibu Temesgen as its new GM

ETHIOPIA - Unilever Ethiopia has appointed Nesibu Temesgen as its new General Manager, effective April 1, 2025.

Nesibu replaces George Anah, who contributed 30 years of global leadership experience to Unilever Ethiopia.

In his initial plans, Nesibu intends to import select products from Unilever’s global sourcing units while exploring opportunities for local production in the future.

Ansah focused on accelerating growth, nurturing local talent and positively impacting communities served, Nesibu becomes the first Ethiopian national to lead the British multinational fast-moving consumer goods company in the region, bringing over 18 years of experience in the industry.

He has spent nine years at Unilever Ethiopia, most recently serving as director, leading its customer development operations.

In this role, he was credited with consolidating the company’s sales and marketing position.

Previously, he held successive management roles at Unilever Ethiopia, Heineken Ethiopia and Tiger Brands East Africa.

He holds undergraduate and postgraduate degrees in marketing management from Addis Abeba University.

NEW PRODUCTS UPDATE

Pwani Oil Limited

Sawa Petroleum Jelly

Pwani Oil Limited has introduced Sawa Petroleum Jelly as an addition to the company’s Sawa Brand to meet consumers' diverse skincare needs.

The collection includes pure petroleum jelly, perfumed petroleum jelly enriched with menthol, and perfumed petroleum jelly enriched with shea and cocoa butter.

www.pwani.net

Unilever South Africa

Cera Glow - Vaseline

launched its Cera-Glow body care range in South Africa, addressing concerns like dryness, uneven skin tone, and loss of firmness. The collection includes moisture creams, lotions, and gel-oil, formulated with Pro-Ceramide Technology to enhance hydration and skin radiance.

www.vaseline.com

Bogart Man Bogart Man Perfume Collection

Bogart Man has launched the Bogart Man Perfume Collection, blending woody, spicy, and oriental notes.

The collection features four distinct colognes including Bogart Epic Bronze, Bogart Ebony Zen, Bogart Black and Bogart White.

www.bogartman.com

Buyline Industries

Luron Herbal Bathing Bar

Buyline Industries has expanded its product portfolio with the launch of a new herbal bathing bar range under its Luron brand, crafted with natural ingredients to enhance skincare routines.

The collection includes Tea Tree & Eucalyptus, Rosemary & Lavender and Citronella & Lemongrass. www.buylineindustries.com

Haco Industries Kenya

Amara with Vitamin N

HACO Industries has introduced a new era for its flagship skincare brand, Amara, now powered by Vitamin N, a blend of natural oils designed to nourish, moisturize, and enhance skin radiance.

The revamped product line, including lotions, glycerine, deodorants, shower gels, and handwash, is crafted with premium natural ingredients to elevate daily skincare routines.

www.haco.co.ke

Juicy Actives

Juicy Chemistry

Juicy Chemistry has launched Juicy Actives, a skincare line that blends natural ingredients with scientific innovation. The collection features three potent serums: Vitamin C + EGCG, Alpha Arbutin + D-Gallic Acid and Lactic Acid + Flower Acids.

www.juicychemistry.com

BY LEAH WAMUYU & ALPHONSE OKOTH

Unilever’s Beauty & Wellbeing and Home Care Divisions:

Building purposeful growth through innovation

Unilever, a global giant in the fast-moving consumer goods (FMCG) industry, has an unmatched presence in over 190 countries. Every day, 3.4 billion people use its products—a testament to its deep-rooted influence in everyday life. With a portfolio of more than 400 brands, including 13 that each generate over US$1.14 billion annually, Unilever operates across four core business groups: Nutrition, Ice Cream, Beauty & Wellbeing, and Home Care.

Among these, the Beauty & Wellbeing and Home Care divisions stand out as critical engines of innovation, consumer trust, and sustainable growth. In 2024, the two divisions generated a combined turnover of US$28.84 billion. As Unilever drives forward its Growth Action Plan (GAP) 2030, these divisions are poised to lead the way in creating value through purposeful, science-backed, and socially resonant products.

“We are not just selling products—we’re offering daily rituals that empower people to live better, cleaner, and more confident lives,” says Fernando Fernandez, Unilever's President of Beauty & Wellbeing. “Consumers now expect more from brands—they want results and values that reflect their own.”

WHY THESE DIVISIONS MATTER

The Beauty & Wellbeing division spans Hair Care, Skin Care, Prestige Beauty, and Health & Wellbeing. With powerhouse brands like Dove, TRESemmé, Sunsilk, and Liquid I.V., it meets the growing consumer demand for holistic self-care and science-led beauty.

In 2024, the division achieved US$32.74 billion in turnover with a solid 4.1% underlying sales growth (USG), fuelled by innovation and key acquisitions, including K18 and Minimalist. “Health and beauty are no longer vanity-driven—they're part of everyday wellness,” Fernandez adds. “Our brands are crafted to meet this intersection of science, care, and personal expression.”

Meanwhile, Home Care addresses one of the most universal needs: hygiene. With trusted brands like Persil (OMO), Comfort, Domestos, and Cif, the division supports the health and dignity of households globally—especially in high-growth markets. In 2023, it delivered US$13.85 billion in turnover, supported by standout innovations such as Persil Wonder Wash and Comfort CrystalFresh, which deliver superior performance with environmental benefits.

THE COMPANY OPERATES 12 REGIONAL R&D HUBS AND GLOBAL CENTRES IN THE UK, US, INDIA, CHINA, AND THE NETHERLANDS, EACH FOCUSED ON SCIENCE-LED PRODUCT DEVELOPMENT.

“Home Care is essential—it’s about dignity and health,” explains Eduardo Campanella, President of Home Care. “We’re innovating not just for performance, but to create meaning in everyday routines.”

THE SCIENCE BEHIND CARE: INVESTING IN R&D

Underpinning the success of both divisions is Unilever’s global R&D network, which enables rapid innovation and tailored solutions. The company operates 12 regional R&D hubs and global centres in the UK, US, India, China, and the Netherlands, each focused on science-led product development.

Unilever’s forward-looking investment strategy includes US$1.5 billion earmarked for Mexico between 2025 and 2028, notably to establish a new beauty and personal care facility in Nuevo León. This plant will bolster Unilever’s nearshoring strategy for North America, improving supply chain resilience while addressing rising regional demand.

Another notable investment is the £80 million (US$108.57 million) state-of-the-art fragrance R&D centre in Port Sunlight, UK, equipped with robotics and AI to fast-track sensorial

innovation.

These facilities form part of Unilever’s broader commitment to spending over €1 billion annually on R&D, with priorities that include advanced formulations, smart packaging, and sustainable ingredient development.

LOCALIZED AND INCLUSIVE INNOVATION

Crucially, Unilever’s innovation is both scientifically rigorous and culturally responsive. The company was among the earliest to explore microbiome science and sensorial wellness, tailoring products to local consumer needs.

In markets like India and Africa, Unilever has adapted popular products such as Glow & Lovely, Sunsilk, and Vaseline to suit local hair textures, skin tones, and environmental conditions. This localization builds brand affinity while reinforcing inclusivity.

In the Home Care space, innovation is also taking a sustainable leap. Cif Infinite Clean, for example, is a bioscience-powered cleaner that continues to break down dirt and allergens for up to 72 hours post-application—representing the convergence of hygiene, sustainability, and technology.

POSITIVE BEAUTY AND THE RISE OF PURPOSE-DRIVEN BRANDS

In 2021, Unilever launched its Positive Beauty vision, setting out to transform industry norms by prioritizing equity, sustainability, and inclusivity. This commitment is most visible in Unilever’s purpose-driven brands, which combine powerful storytelling with measurable social impact.

Dove is a shining example. Since the launch of its Real Beauty campaign in 2004, Dove has led the industry in addressing body image and self-esteem.

In Africa, Dove’s initiatives celebrate natural hair and darker skin tones, fighting colourism and promoting authenticity. Its Self-Esteem Project, active in schools and communities worldwide, has reached 136 million people and aims to engage 250 million young people by 2030.

Lifebuoy, another iconic brand, began as a response to cholera outbreaks in 1894. Today, it’s at the forefront of hygiene education. Its #HelpAChildReach5 campaign, active in Africa and Asia, is recognized by the UN for contributing significantly to child health. The brand’s €30 million 'H for Handwashing' initiative, launched in 2021, embeds hand hygiene lessons into early education

through partnerships with schools, NGOs, and public health groups.

Vaseline has expanded its reach through the Vaseline Healing Project, in collaboration with Direct Relief, to deliver dermatological care and training in underserved communities. The program now includes free treatments, healthcare education, and emergency response, while addressing specific local needs. For instance, the newly launched Cera-Glow range in South Africa caters to widespread skincare concerns like dryness, uneven tone, and stretch marks.

BEYOND THE BATHROOM AND LAUNDRY ROOM

While Home and Personal Care remain foundational pillars, Unilever’s portfolio extends well beyond, making it one of the most diversified consumer goods companies globally. The Foods division features beloved brands like Knorr, Hellmann’s, and Horlicks, delivering nutrition and culinary convenience.

Meanwhile, Unilever’s Ice Cream business, which includes Magnum, Cornetto, Ben & Jerry’s, and Wall’s, will soon be spun off into an independent entity: The Magnum Ice Cream Company, expected by the end of 2025. This strategic move will allow Unilever to sharpen its focus on core, high-growth categories such as Beauty & Wellbeing and Home Care.

A PORTFOLIO FOR THE PLANET

Sustainability is more than a pillar—it's a lens through which Unilever views its entire operations. The company is making strides in circular design, biodegradable ingredients, and lowimpact packaging across all major brands.

The recent acquisition of Wild, a refillable, plastic-free deodorant brand, aligns with Unilever’s goal to halve its use of virgin plastic and promote reusable systems by 2025. These moves are not just regulatory responses—they are consumerdriven adaptations to a new era of conscious consumption. “Sustainable beauty is no longer niche—it’s the standard,” says Fernandez. “We’re adapting fast because consumers are. They expect transparency, responsibility, and innovation all at once.”

WE ARE NOT JUST MEETING REGULATIONS—WE’RE REIMAGINING OUR ENTIRE VALUE CHAIN TO MINIMIZE FOOTPRINT AND MAXIMIZE IMPACT

,, ,,

EDUARDO CAMPANELLA - PRESIDENT OF HOME CARE

“We are not just meeting regulations—we’re reimagining our entire value chain to minimize footprint and maximize impact,” echoes Campanella. These efforts reinforce Unilever’s leadership in responsible business and position the company as a blueprint for purpose-led innovation in FMCG.

LOOKING AHEAD

As Unilever prepares for a leadership transition in May 2025, with CEO Hein Schumacher set to step down, the future of the Beauty & Wellbeing and Home Care divisions looks robust. The ongoing execution of GAP 2030, the divestiture of non-core businesses such as Elida Beauty, and the separation of the Ice Cream unit will streamline operations and sharpen category focus.

By doubling down on innovation, sustainability, and inclusivity, Unilever’s core divisions are not only meeting today’s consumer demands but also shaping what self-care and home care will mean in the future.

“We’re moving from being just a brand portfolio to becoming a solution ecosystem,” Campanella concludes. “This is how we’ll remain indispensable to people’s lives.” With strong leadership, strategic investment, and a legacy of trust, Unilever is forging a future where purposeful growth and responsible innovation go hand in hand. HPCMEA

Washing Forward:

Growth, Innovation, and Sustainability in Nigeria’s Laundry Care Market

BY LEAH WAMUYU

Nigeria’s laundry care market is undergoing a significant transformation, marked by rapid growth, shifting consumer preferences, and increasing investment in innovation and sustainability. Valued at US$557.6 million in 2024, the market is projected to more than double to US$1.16 billion by 2030, according to Strategy Helix Group. Meanwhile, a Statista report forecasts that the sector will generate US$1.90 billion in revenue by 2025, growing at a compound annual growth rate (CAGR) of 2.84% from 2025 to 2029.

This surge highlights the sector’s importance as a driver of economic activity. It supports employment across the value chain— from manufacturing and logistics to retail—and fosters local innovation, especially in eco-friendly formulations. As urbanization accelerates and hygiene awareness increases, the Nigerian laundry care market continues to diversify and evolve.

MARKET DYNAMICS AND PRODUCT LANDSCAPE

The laundry care segment—which includes powder, liquid, and tab detergents—commands the largest share of Nigeria’s home and laundry care industry. Powder detergents dominate household usage due to their affordability and suitability for handwashing, which remains common in many homes. However, as washing machine adoption increases among Nigeria’s growing urban middle class, demand for specialized products such as automatic machine detergents and liquid formulations is rising.

Hand wash detergents continue to grow due to widespread manual laundry practices. Nonetheless, the niche for automatic washing machine-compatible products is expected to see significant uptake, driven by urban migration, middle-class expansion, and changing consumer lifestyles.

KEY INDUSTRY PLAYERS: INNOVATION MEETS PURPOSE

Unilever Nigeria

Unilever Nigeria remains a dominant force in laundry care, known for championing sustainability and local empowerment. Through its partnership with WeCyclers, the company has created over 700 jobs while enhancing plastic waste collection efforts. Its collaboration with Psaltry International helps source sorbitol from locally grown cassava, benefiting more than 100,000 rural farmers and supporting local economies.

These initiatives align with Unilever’s broader goal to reduce import dependency, strengthen supply chains, and build long-term stakeholder value. Its brands, including OMO and Sunlight, continue

to lead market share thanks to strong brand equity and innovation.

PZ Cussons Nigeria

Operating from Ilupeju, Lagos, PZ Cussons Nigeria is the company’s largest African market, with a robust presence across, home care, and food segments. The company invested N700 million (approx. US$0.5 million) to upgrade the University of Jos Chemistry Laboratory in partnership with the National Office for Technology Acquisition and Promotion (NOTAP)—a move aimed at advancing scientific research and innovation.

In 2024, PZ Cussons also completed a N51.79 billion (US$34.26 million) financial restructuring to convert intercompany loans into equity, improving financial stability and enabling long-term growth in Nigeria.

Aspira Nigeria

Based in Kano, Aspira Nigeria Ltd. stands out for offering affordable, high-quality detergents and hygiene products. Its flagship Viva Plus laundry sanitizer detergent powder exemplifies product innovation tailored to local needs. Aspira has also made sustainability a core pillar of its operations. Through its partnership with Planet 3R, Aspira recycles plastic packaging under the "Reduce, Reuse, Recycle" model. The company’s 4 MW gas power plant reduces carbon emissions and boosts energy efficiency, with plans to invest up to US$10 million in expanding its sustainable energy infrastructure. Collaboration with Johnson & Johnson ensures stringent quality standards across its personal care product lines.

Source: Statista 2024

Mamuda Group (Mamuda Care Nigeria Limited) Mamuda Care, part of the diversified Mamuda Group, has revolutionized the detergent category with its “Too Clean” 5-in1 smart detergent. The company supports Nigeria’s energy transition through a 30 MW power plant, aiding the federal government’s AKK Gas Pipeline Project and enhancing gas supply to Kano.

With a workforce exceeding 13,000, Mamuda Group is a key contributor to Nigeria’s industrial base, advancing local manufacturing, employment, and sustainable energy integration.

KEY DRIVERS OF GROWTH

Nigeria’s market expansion is fuelled by urbanization, rising disposable incomes, and heightened hygiene awareness— factors that are driving consumers to demand better, more convenient laundry solutions. Premium products, such as fabric softeners and one-wash formulas, are gaining traction among middle-class consumers who are increasingly prioritizing timesaving and quality results.

According to Statista, Nigeria’s per capita revenue in home and laundry care is projected at US$14.88 by 2025, indicating rising consumer spending in the category. This trend is encouraging companies like Unilever and Aspira to broaden their

NIGERIA’S PER CAPITA REVENUE IN HOME AND LAUNDRY CARE IS PROJECTED AT

US$14.88 BY

2025, INDICATING RISING CONSUMER SPENDING IN THE CATEGORY, ACCORDING TO STATISTA.

premium product lines and invest in more targeted marketing efforts.

Online sales, though still emerging, are expected to account for 1.7% of revenue. This reflects a growing consumer preference for digital retail channels, especially among tech-savvy younger demographics. Businesses leveraging digital platforms—such as Jumia and Konga—are already seeing success by offering bundled promotions and fast delivery, helping them capture niche, convenience-driven market segments.

POLICY FRAMEWORK: REGULATING FOR QUALITY AND SAFETY

Nigeria’s laundry care market operates under a robust regulatory framework that influences both product quality and environmental responsibility. The National Agency for Food and Drug Administration and Control (NAFDAC) oversees the entire lifecycle of laundry care products—from formulation and production to labeling and distribution—ensuring consumer safety and product efficacy. This helps companies like Unilever and Aspira gain consumer trust by aligning with recognized quality benchmarks.

The Standards Organization of Nigeria (SON) is actively developing Nigerian Industrial Standards (NIS) for laundry

services, which promotes professionalism and uniformity across the sector. For instance, these standards enable service providers and detergent manufacturers to maintain consistent performance, helping local firms compete more effectively with multinationals.

Environmental oversight is provided by the National Environmental Standards and Regulations Enforcement Agency (NESREA), which enforces the National Environmental

Regulations 2009. This encourages companies to adopt biodegradable alternatives and reduce the use of harsh chemicals. Firms like Planet 3R and their partners, such as Aspira, benefit by being able to market their products as environmentally responsible, appealing to eco-conscious consumers and fulfilling compliance requirements that could open doors to institutional contracts and export markets.

Stricter enforcement of ingredient safety, transparent labeling, and price regulation is underway. Regulatory shifts aim to support innovation, sustainability, and consumer protection in response to evolving market dynamics.

CHALLENGES AND RISKS

The depreciation of the naira—over 70% since mid-2023—has significantly increased the cost of importing raw materials, packaging, and manufacturing equipment. This has strained the margins of local producers and hindered expansion plans for both multinationals and indigenous companies. Procter & Gamble’s exit from local manufacturing highlights the gravity of this volatility, signaling reduced investor confidence and triggering caution among similar firms.

Meanwhile, erratic power supply continues to push up operational costs, forcing many companies like Mamuda Group and Aspira to invest heavily in independent power generation just to maintain production continuity.

In parallel, the proliferation of counterfeit products undermines legitimate businesses, eroding consumer trust and putting compliant brands at a competitive disadvantage. Companies such as Unilever and PZ Cussons are responding by strengthening brand authentication measures and investing in public awareness campaigns to safeguard their market share.

Despite these issues, efforts to professionalize the sector— such as through the Fabricare Professionals and Drycleaners Association (FPDA)—are gaining momentum. The FPDA has been instrumental in fostering structured training programs for operators, encouraging the adoption of standardized procedures, and supporting members through access to industry insights and regulatory updates.

For instance, several member businesses have reported improved customer satisfaction and increased service consistency after implementing the FPDA’s recommended protocols. By providing a platform for collaboration, FPDA also enables smaller operators to scale their services and stay competitive in a market increasingly driven by quality and professionalism.

Nigeria’s laundry care market remains resilient, having posted an 85% retail value increase in 2024, and stands wellpositioned for a future shaped by innovation, sustainability, and inclusive economic growth.

WHAT DOES THE FUTURE LOOKS LIKE?

The Nigerian laundry care market is poised for continued growth, driven by several converging trends. The increased adoption of washing machines—particularly among Nigeria’s growing urban middle class—has created demand for specialized and higher-quality detergent formulations. This shift supports innovation and encourages companies like Unilever and Aspira to develop more targeted, premium products that meet evolving consumer expectations.

Consumer preference for eco-friendly and biodegradable laundry solutions is also influencing product development and branding strategies. Companies partnering with sustainability-

THE PROLIFERATION OF COUNTERFEIT PRODUCTS UNDERMINES LEGITIMATE BUSINESSES, ERODING CONSUMER TRUST AND PUTTING COMPLIANT BRANDS AT A COMPETITIVE DISADVANTAGE.

focused organizations, such as Aspira’s alliance with Planet 3R, are successfully positioning their brands as environmentally responsible, helping them capture the loyalty of a more ecoconscious demographic.

Meanwhile, the widespread availability of laundry products through supermarkets, convenience stores, and e-commerce platforms ensures that both premium and economy-tier products reach a broad customer base. These multi-channel strategies allow firms to grow their market share and respond to regional demand patterns more efficiently. For example, businesses using bundled promotions and loyalty incentives in digital channels are experiencing higher repeat purchases and stronger brand engagement.

Together, these trends are not only sustaining market expansion but also empowering individual companies to differentiate, scale, and thrive in a highly competitive sector.

HPCMEA

How Digital The Rise Of Home And Personal Care Brands Across MEA Is Powering STORYTELLING

BY WANGARI KAMAU

In the bustling heart of Nairobi, a mother scrolls through Instagram between errands, her feed peppered with skincare routines, laundry hacks, and short skits by local influencers who feel more like neighbours than celebrities. Thousands of miles away, in Riyadh, a young woman adds a limited-edition serum to her cart after watching a TikTok review tailored to Ramadan skincare. These scenes are no longer anomalies; they are the pulse of a digital transformation reshaping the home and personal care (HPC) industry across the Middle East and Africa (MEA).

The region’s appetite for hygiene, wellness, and beauty products has surged, fuelled by rapid urbanization, rising incomes, and a growing middle class. But what sets this growth apart is the deeply digital nature of its evolution. As mobile and internet access soar, now above 70% in the MENA region, consumers aren’t just buying more; they’re choosing better.

Values like sustainability, authenticity, and local relevance now guide purchasing decisions. And with platforms like WhatsApp, TikTok, and Instagram becoming digital shopfronts and storytelling theatres, brand engagement is increasingly happening in the palm of a hand.

THE RISE OF THE DIGITAL CONSUMER

Statista estimates that Africa’s laundry care market will hit US$9.77 billion by 2025. Euromonitor places the continent’s beauty and personal care market at a massive US$60 billion. But beneath the numbers lies a new consumer archetype, digitally fluent, socially conscious, and craving connection. These consumers want more than effective products; they want brands that mirror their lifestyles and values, brands that listen.

In this new reality, digital marketing has become indispensable. It’s where discovery meets education and where

trust is built through personalized, relatable content.

INFLUENCERS: THE NEW BRAND AMBASSADORS

In the streets of Cairo or the suburbs of Nairobi, microinfluencers, those with 10,000 to 100,000 followers, are creating ripple effects in brand visibility and sales. Their strength lies in intimacy and relatability. Whether they focus on natural haircare, parenting, or fitness, their audiences listen, and respond.

Take Kenya, for example. In 2024, Ariel washing powder ran a local campaign that broke through the digital noise by tapping into cultural humour and collaboration. Victor Peace, Jacky Vike, and Maureen Irungu teamed up to perform a lighthearted skit about laundry mishaps. The clip resonated widely, racking up nearly 40,000 likes and extensive engagement. It worked because it was local, funny, and authentic, showing the power of micro-influencer storytelling over high-budget, one-sizefits-all ads.

Across Saudi Arabia, Egypt, and the UAE, consumers gravitate toward influencers who reflect their cultural and even religious values. It’s not about follower count, it’s about trust, context, and shared identity. A local beauty influencer in Cairo with 50,000 followers may have a more meaningful impact on a boutique brand’s visibility than a global star with five million followers.

As Ronn Torossian, Chairman and Founder of 5WPR, one of the largest PR agencies in the United States, and author of the best-selling book For Immediate Release, notes, “The former is more likely to create a sense of community and trust, encouraging their followers to support local businesses.” For brands focused on long-term relationships, micro-influencers offer a channel that is both cost-effective and deeply rooted in community trust.

E-COMMERCE: A NEW FRONTIER FOR HPC

As traditional retail models grapple with fragmentation in parts of Africa, e-commerce is stepping in, not just as a sales channel but as a strategic growth engine. Platforms like Jumia and Glovo are simplifying access to essentials. Brands are now embracing direct-toconsumer models, launching their own online storefronts, and leveraging mobile channels like WhatsApp to push offers and bundles.

In Nigeria, Unilever’s targeted hygiene campaigns during promotions show how well-calibrated digital strategies can bridge regions and income segments. L'Oréal has expanded its e-commerce presence in the Gulf by partnering with platforms like Noon and Namshi, leading to a double-digit online sales surge.

In Egypt, Henkel has collaborated with Souq.com to broaden its reach, while in South Africa, Clicks Group’s robust online channel has enabled local and global HPC brands to thrive through personalized delivery and subscription services. These initiatives have not only increased sales but

also allowed companies to gather consumer insights and build stronger brand loyalty.

BRANDS WITH A PURPOSE

Beyond commerce, storytelling has taken on a new role: conveying purpose. In Kenya, Grounded, a clean-label home care brand, has carved a niche with cinematic YouTube ads that depict everyday Kenyan life. With eco-friendly packaging, biodegradable ingredients, and partnerships with sustainability advocates like Anita Nderu, Grounded has positioned itself not just as a cleaning brand but as part of a lifestyle movement rooted in care and environmental responsibility.

In South Africa, Dove has localized its global “Self-Esteem Project” to confront issues like colourism, bullying, and body image among teens. By collaborating with South African youth mentors, social workers, and local schools, the campaign created real dialogue, establishing Dove as a brand that doesn’t just care for skin, but also for self-worth.

Pond’s Arabia in the Middle East created emotional resonance during Ramadan with its “Glow Up” campaign. Going beyond skincare promotion, the initiative provided skincare tips tailored to fasting routines and used beloved local content creators across Saudi Arabia and the UAE. The result? Content that felt not only culturally respectful but also spiritually in sync, enhancing the brand's perception as thoughtful and inclusive.

Even utilitarian brands are stepping up. In East Africa, Kortex has used its platform to champion menstrual health education. Through partnerships with schools, NGOs, and influential voices like Janet Mbugua, its storytelling breaks stigma and uplifts, turning sanitary products into symbols of

dignity and empowerment.

Elsewhere in the region, Fine Hygienic Holding, headquartered in the UAE and operating across the Gulf and North Africa, has pivoted its brand identity toward wellness and public health. During the COVID-19 pandemic, the company donated millions of masks and sanitizers to vulnerable communities and created educational content about hygiene. Their health-first messaging now forms the core of campaigns in Jordan, Egypt, and Saudi Arabia, aligning product sales with social responsibility.

From Cape Town to Casablanca, brands are discovering that purpose isn’t a luxury - it’s a necessity. MEA consumers are increasingly driven by values, not just value. They support brands that mirror their realities, address their concerns, and participate meaningfully in their communities. Storytelling rooted in purpose transforms ads into advocacy and products into platforms for progress.

MEA’S DIGITAL HPC EVOLUTION—NOW AND NEXT

The Middle East and Africa may have arrived later to the digital commerce table than some Western or East Asian markets, but in many ways, this has proven to be an advantage. Free from the inertia of legacy retail systems, the region’s brands and consumers have leapfrogged into mobile-first, contentrich, purpose-driven engagements. Compared to mature markets where e-commerce growth is beginning to plateau, MEA remains a high-growth frontier, agile, experimental, and deeply responsive to digital innovation.

Globally, North America and Europe have seen HPC brands double down on subscription models, AI-driven personalization, and sustainability certifications. In East Asia, powerhouse brands like Shiseido and Unilever Japan are pioneering virtual

beauty consultants and augmented reality trials. While these regions boast cutting-edge technologies, MEA’s edge lies in its human-centered storytelling, cultural contextualization, and grassroots digital community-building.

This isn't to say MEA is lagging in innovation. On the contrary, mobile-based payment ecosystems in Kenya, influencer-led launches in Egypt, and AI-driven consumer insights in the UAE are all redefining the region’s approach to digital HPC.

As infrastructural investments improve logistics, last-mile delivery, and internet accessibility, the region is poised for even steeper growth curves. Markets like Nigeria, Kenya, Saudi Arabia, and South Africa are increasingly drawing attention from global HPC giants looking to pilot direct-to-consumer models, launch inclusive product lines, and tap into young, urban digital natives.

What lies ahead is a more hybrid model, where the line between storytelling, commerce, and advocacy blurs entirely. Consumers in MEA are not just clicking “Buy Now.” They are joining movements, following influencers they trust, participating in product co-creation, and expecting transparency at every step. Brands that center community, embrace real-time feedback, and address local socio-economic realities will emerge as leaders.

In the next decade, MEA will not merely be catching up to the digital revolutions of other regions, it will be setting the pace in how home and personal care brands become storytellers, service providers, and agents of change. For global players and local disruptors alike, this isn’t just an opportunity. It’s a mandate to build the future of HPC, authentic, inclusive, and unapologetically digital. HPCMEA

How Middle Eastern Brands are Leading

the Sustainable Laundry Revolution

BY FRIDAH CHEPKOECH

Over the last half-century, mounting pressure on the planet’s limited resources has pushed sustainable development to the forefront of global priorities. Governments, industries, and consumers alike are increasingly aligning their choices with environmental responsibility. This shift is redefining everyday sectors, none more surprisingly than laundry care.

Often seen as a routine domestic task, laundry care has rapidly evolved into a critical area for sustainable innovation. Industry leaders are investing heavily in advanced formulations, energy-efficient technologies, and eco-conscious service models that reduce environmental impact while optimizing water and energy use. The Middle East, in particular, is embracing this transformation with strategic intent and speed.

Statista projects that by 2031, the laundry detergent market in the Middle East and Africa will surpass US$12.2 billion, up from US$8.7 billion today. This growth is being driven not only by rising population and urbanization but also by a significant shift in consumer preference toward greener alternatives.

In this context, laundry care has emerged as a powerful lever for environmental change. Once overlooked, the sector is now a hub of innovation, where global and regional brands are transforming everyday habits into more sustainable practices. High-efficiency detergents, cold-wash technologies, refillable packaging systems, and digital laundry services are just a few of the tools being deployed to green the wash cycle.

This article explores how Middle Eastern companies are leading this charge through four key innovations: concentrated detergent formulations, cold-wash solutions, circular

packaging systems, and smart laundry technology.

CONCENTRATED FORMULATIONS AND COMPACT LAUNDRY SHEETS

One of the most significant changes in the regional laundry landscape is the rise of concentrated detergent formulations and compact laundry sheets. These innovations reduce the amount of water, plastic, and energy required to manufacture and transport laundry products, key in a region where sustainability is becoming a competitive differentiator.

Leading global brands like Henkel have introduced concentrated versions of Persil, all, and Snuggle into regional markets, reducing water content and packaging size while maintaining performance. Unilever followed with its Dirt Is Good (Persil) and Robijn laundry sheets, designed to dissolve quickly and eliminate plastic jugs. These solutions are gaining traction across the Gulf and Levant regions, with UAE-based retail chains like Carrefour and Lulu Hypermarket expanding shelf space for eco-friendly formats.

It is also crucial to note that while this shift is driven by consumer preference, policy incentives and investments are also accelerating adoption. For instance, the UAE’s Ministry of Industry and Advanced Technology launched Operation 300bn, which includes sustainability criteria for consumer goods manufacturers. This framework encourages local production of low-impact products like laundry sheets. In response, domestic startups and regional suppliers are pivoting to pre-measured, plastic-free detergents.

Among notable examples is Natura Home Care (UAE), which produces waterless, biodegradable laundry strips tailored for sensitive skin and greywater reuse. In Saudi Arabia, Eco Gulf Detergents has launched a concentrated powder-to-

HENKEL HAS INTRODUCED CONCENTRATED VERSIONS OF PERSIL, ALL, AND SNUGGLE INTO REGIONAL MARKETS, REDUCING

WATER CONTENT AND PACKAGING SIZE WHILE MAINTAINING PERFORMANCE.

liquid system packaged in compostable sachets. Green Touch Lebanon manufactures plant-based concentrated detergent cubes targeting urban millennials, and Kuwait’s BioClean+ recently debuted a capsule-based laundry system with refillable pods distributed through zero-waste subscription models.

In Qatar and Bahrain, retailers are piloting refill stations in partnership with packaging innovation firms under initiatives supported by the Gulf Cooperation Council’s Circular Economy Coalition. This transition is set to thrive based on a DataIntelo forecast, which predicts robust market expansion for watersoluble laundry sheets in the Middle East between 2025 and 2033.

COLD-WASH DETERGENTS AND ENERGY-EFFICIENT CLEANING

Energy efficiency is now a front-line issue in Middle Eastern households, especially as electricity prices fluctuate and environmental awareness grows. In this context, cold-

wash detergents have emerged as a practical and impactful innovation.

Henkel’s Persil ProClean and Unilever’s OMO Cold Power have been introduced in several regional markets, offering high-performance stain removal at low temperatures. These products are gaining popularity in places like Kuwait and Jordan, where urban energy conservation programs are encouraging consumers to shift to cold cycles.

Supporting this momentum are regulatory frameworks that promote energy efficiency in home appliances and detergents. Saudi Arabia’s Saudi Energy Efficiency Center (SEEC), for example, has launched public awareness campaigns encouraging lower-temperature washes as part of national carbon reduction targets. Similarly, Jordan’s Ministry of Environment is working with multinational companies through the Clean Energy Transition initiative to pilot energysaving home care products, including cold-wash detergents.

Moreover, regional distributors are investing in marketing campaigns that highlight energy savings tied to cold-wash products, framing them not just as eco-conscious choices but also as smart financial decisions for households.

Regional innovators are rising to meet this demand. Lavida (UAE) has developed a proprietary cold-wash detergent infused with plant-based enzymes for effective stain removal under 30°C. Sustain Laundry (KSA) offers a range of low-temp liquid detergents formulated specifically for desert climates and solar-powered households. EcoCure Jordan manufactures phosphate-free cold-wash powders with biodegradable fragrance beads. In Bahrain, Pearl Drops has partnered with local influencers to promote cold-cycle detergent pods that minimize microfiber shedding.

As a result, BlueWeave Consulting projects that the Middle

East & Africa laundry detergent market, currently valued at US$8.7 billion, will grow at a CAGR of 4.8%, reaching US$12.2 billion by 2031, driven in part by increased uptake of cold-wash solutions.

SUSTAINABLE PACKAGING, CIRCULAR ECONOMY INITIATIVES, AND WASTE REDUCTION STRATEGIES

Packaging waste has become a flashpoint for environmental policy across the Middle East, and the laundry care sector is feeling the pressure. Forward-looking brands are rethinking

how products are designed, distributed, and disposed ofaligning with broader circular economy goals.

The UAE and Saudi Arabia have adopted Extended Producer Responsibility (EPR) frameworks, requiring manufacturers to account for post-consumer waste. This has prompted regional branches of multinationals to invest in biodegradable packaging and refillable container systems. The Circular Packaging Association (CPA), established in 2019, has worked closely with the UAE Ministry of Climate Change and Environment to push for industry adoption.

Brands are responding. For example, Unilever has introduced refill stations for laundry liquids in major Dubai supermarkets, part of its global Clean Future initiative. Henkel, meanwhile, is working with local recyclers to pilot closed-loop systems for detergent bottles made from post-consumer resin.

Other Middle Eastern players are contributing as well. The Concept by DGrade in the UAE has launched detergent pouches made from recycled PET collected via its Simply Bottles initiative. Greenpantry Egypt offers refillable glass jars for natural laundry powders with return-and-reuse incentives. In Lebanon, EcoLeb manufactures compostable packaging infused with date palm fibers, and Refilla Oman provides laundry liquid top-ups via mobile refill vans that serve apartment complexes.

These efforts are being showcased at regional industry events like the Sustainability in Packaging MENA Conference, where companies share advancements in compostable packaging, digital traceability, and waste reduction strategies. The conference, scheduled for May 2025 in Dubai, reflects the momentum behind regulatory alignment and technological investment.

Even retailers are playing a role. In Oman and Lebanon, leading supermarkets are collaborating with governmentsupported waste diversion programs to offer discounts on bulk purchases of eco-packaged products, a strategy that aligns environmental and economic incentives.

SMART LAUNDRY TECHNOLOGY AND AI-POWERED EFFICIENCY

Digital innovation is also reshaping laundry in the Middle East, as smart appliances and AI-powered systems bring new levels of precision and sustainability to the process.

LG’s AI-powered WashTower Series, with Artificial Intelligence Direct Drive (AI DD) technology, has been rolled out in the UAE and Saudi Arabia, analyzing fabric type to optimize wash cycles and reduce wear. Samsung’s Bespoke AI Laundry suite, featuring AI Wash+ and AI Dry+, is available in major Gulf markets. These machines offer intelligent cycle recommendations and allow users to monitor detergent levels and energy use in real time.

These technologies are not being adopted in isolation. Governments and real estate developers are integrating smart laundry systems into broader urban sustainability strategies. In Saudi Arabia’s NEOM project and the UAE’s Masdar City, housing developments are being equipped with smart

IN OMAN AND LEBANON, LEADING SUPERMARKETS ARE COLLABORATING WITH GOVERNMENT-SUPPORTED WASTE DIVERSION PROGRAMS TO OFFER DISCOUNTS ON BULK PURCHASES OF ECO-PACKAGED PRODUCTS.

appliances as part of green building codes. Local utilities offer rebates for homes that install certified energy-saving washers.

Furthermore, the Dubai Future Foundation and Abu Dhabi’s Hub71 are supporting startups in the home tech space, including AI-driven laundry services. These initiatives ensure that the region isn’t just adopting global tech - it’s helping develop it.

Prominent Middle Eastern players in this space include WASHMEN (UAE), which uses AI to optimize pickup and delivery routes for laundry services while tracking water use per wash cycle. JustClean (Kuwait) integrates IoT laundry locker systems with usage analytics for energy conservation. MATIC (UAE/Saudi Arabia) is piloting sensor-based laundry load assessments for shared smart buildings. EcoLinen Technologies in Egypt is developing AI-powered public laundry hubs that notify users of availability and energy costs.

With rising expectations for convenience, energy efficiency, and digital connectivity, the appetite for smart laundry solutions is growing. Consumers increasingly view AI-integrated washing systems as essential to modern living, particularly in dense urban centers where time, space, and resources are limited.

A REGIONAL MODEL FOR SCALABLE SUSTAINABILITY

Middle Eastern companies are moving beyond pilot projects and turning sustainable laundry into a long-term business strategy. They are investing in concentrated formulations, smart appliances, circular packaging, and energy-efficient detergents to meet policy changes and growing demand from retailers and institutional clients. What sets the region apart is how effectively brands adapt global innovations to fit local infrastructure and climate conditions, turning sustainability into a commercial edge, not just a regulatory requirement.

One key trend to watch is the rise of refill and dispensing systems for hospitality and institutional laundry operations. These systems cut packaging waste at scale and support procurement teams that prioritize lifecycle costs and environmental compliance. As regulations tighten and digital infrastructure improves, Middle Eastern brands are in a strong position to lead the sector with practical, scalable solutions.

HPCMEA

Smart Toothbrush Is This the Future? & AI-Driven Oral Care –

BY ALPHONSE OKOTH

Imagine your toothbrush tracking your brushing habits, scoring your technique, identifying plaque zones you’ve missed, and even syncing data with your dentist—all in real time. Welcome to the new age of AI-driven oral care, where smart toothbrushes are no longer gadgets for tech enthusiasts, but rapidly becoming mainstream tools in preventive health.

From electric toothbrushes to real-time oral health tracking powered by artificial intelligence, the humble act of brushing teeth is undergoing a revolution. Once a manual, twice-daily chore, oral hygiene is now on the frontline of consumer technology. With rising demand for personalization, preventative care, and wellness tech, smart toothbrushes and AI-powered dental tools are poised to redefine how we think about oral health. But are these innovations just gadgets for the health-conscious elite—or the inevitable future of oral care?

THE RISE OF THE SMART TOOTHBRUSH

The global market for smart toothbrushes, valued at approximately US$2.5 billion in 2023, is expected to reach US$6.4 billion by 2030, growing at a CAGR of 13.6% according to Grand View Research. These toothbrushes are equipped with sensors, Bluetooth connectivity, and pressure monitors that sync with mobile apps to provide real-time brushing feedback.

Leading the market are products like Oral-B iO Series, Philips Sonicare DiamondClean Smart, and Colgate Hum. These devices track brushing habits, guide users with 3D mouthmapping, and provide alerts for missed spots or excessive pressure—all designed to reduce plaque, prevent gum damage, and establish healthier routines.

Take the Oral-B iO9, for instance. It boasts an interactive color display, 7 brushing modes, and AI-driven sensors that recognize 16 zones in your mouth. According to P&G, users brushing with the iO series remove 100% more plaque than with a manual brush, and 82% of users report improved oral health within 8 weeks.

AI ENTERS THE BATHROOM

Artificial intelligence takes this innovation a step further by not only monitoring behavior but also learning from it. By analyzing brushing patterns over time, AI can provide

personalized coaching, suggest better techniques, and even flag early warning signs of oral issues like gingivitis or enamel erosion.

Kolibree, a French startup acquired by Baracoda, was one of the pioneers in this space. Its AI toothbrush used deep learning to analyze user data, offering parents detailed reports on how their children brushed. "We believed that brushing your teeth could be a moment of proactive care, not a chore," said Thomas Serval, CEO of Baracoda. "AI allows us to deliver hyper-personalized insights that drive long-term behavior change."

Y-Brush, also French-made, uses AI in combination with sonic technology to clean teeth in just 10 seconds. Benjamin Cohen, CEO of Y-Brush, notes that this innovation is not about replacing dentists, but complementing them. "We see AI as an assistant—one that helps users maintain better hygiene between visits and helps practitioners monitor compliance in a non-invasive way," he explained.

Beam Dental, a U.S.-based insurtech startup, connects smart toothbrushes to a dental insurance platform, incentivizing healthy behavior. Better brushing habits tracked through the app can lead to lower insurance premiums—a powerful example of how AI-driven data can influence not just personal health, but systemic economics.

FROM PERSONAL HEALTH TO PREVENTATIVE DENTISTRY

Dentists are increasingly exploring the potential of AIpowered toothbrushes as tools for preventative care. A study published in the Journal of Clinical Periodontology found that

patients who used AI-guided brushing systems had 30% fewer bleeding sites—a key indicator of gum disease—than those using manual brushes.

Some oral care platforms, like MouthWatch and DentalMonitoring, use AI to interpret images of users' mouths

captured via smartphones. These systems can identify changes in tooth alignment, gum recession, or tartar buildup and notify both users and dental professionals. This not only reduces the frequency of in-person check-ups but enables early intervention.

In low-resource regions or remote communities, where dental care access is limited, these tools can be revolutionary. A 2022 pilot program in rural India used smartphone-based oral imaging and AI diagnostics to screen 5,000 schoolchildren for cavities and gum issues, referring 18% of them for further treatment— issues that would otherwise have gone unnoticed.

TAILORED EXPERIENCES FOR EVERY MOUTH

US$2.5B IN NUMBERS

The push toward personalization, a trend that has transformed industries like entertainment and fitness—think Netflix recommendations, Spotify playlists, and fitness trackers—is now reshaping oral care. As consumers increasingly expect tailored experiences, oral hygiene is entering a new era driven by artificial intelligence and smart technology.

AI-powered toothbrushes are at the forefront of this shift, collecting detailed brushing data and combining it with behavioral science to offer customized recommendations. These devices do

more than just clean teeth—they act as digital oral health coaches. For example, the Oclean X Pro Elite analyzes brushing history and user sensitivity to suggest the most suitable brushing modes. Meanwhile, the Quip Smart Brush integrates gamification, awarding users points for consistent brushing habits—points that can be redeemed for free refills or product discounts, making daily routines more engaging.

Similarly, the Colgate Connect app provides a deeper look into users’ habits, allowing them to track their brushing over time and see which areas they consistently miss through intuitive heatmaps. This kind of feedback encourages better technique and more complete oral care.

Taken together, these innovations point toward the emergence of what analysts are calling "Precision Oral Care." This concept envisions toothbrushes that automatically adjust speed, intensity, and brushing time based on the user’s unique oral health profile. In the future, such devices could even integrate with electronic dental records to provide truly seamless and proactive dental care—bridging the gap between at-home hygiene and professional treatment.

BIG TECH SMILES AT THE OPPORTUNITY

The convergence of health tech, AI, and IoT has attracted interest from major players. Apple,

for instance, has reportedly explored integrating oral health tracking into its ecosystem of health data. Imagine your iPhone or Apple Watch alerting you to signs of gingivitis based on brushing behavior or sending reminders before your next dental appointment.

Meanwhile, Amazon Alexa and Google Assistant are already being paired with smart toothbrushes to make oral care more engaging—especially for children. From brushing along with their favorite character to receiving bedtime oral health tips, the line between wellness and entertainment is blurring.

BARRIERS TO WIDESPREAD ADOPTION

Despite its promise, smart oral care faces hurdles. Price remains a significant barrier. Top-tier AI toothbrushes can cost between US$100–US$300, far beyond what many consumers are willing—or able—to spend. In regions with low dental care access, the digital divide could exacerbate health disparities.

Additionally, data privacy is a growing concern. Oral care data is technically health data, and users must trust that companies will secure it properly. The integration of AI and insurance, while innovative, also raises ethical questions: could poor brushing habits one day impact coverage eligibility?

THE ROAD AHEAD: WHAT'S NEXT?

Looking ahead, the future of oral care is poised to become more connected, more predictive, and more accessible. As artificial intelligence and digital health technologies converge, oral hygiene is no longer an isolated routine but a dynamic part of personalized healthcare.

One promising frontier is the combination of AI with oral microbiome analysis. Startups like Viome and Bristle Health are pioneering saliva-based microbiome testing to detect early signs of disease. This innovation could allow users to receive

COLGATE CONNECT APP

PROVIDES A DEEPER LOOK INTO USERS’ HABITS, ALLOWING THEM TO TRACK THEIR BRUSHING OVER TIME AND SEE WHICH AREAS THEY CONSISTENTLY MISS THROUGH INTUITIVE HEATMAPS.

real-time microbiome health scores simply by brushing their teeth, potentially flagging conditions like gum disease, systemic inflammation, or even early markers of chronic illness.

Interoperability with digital health records is another major step forward. AI-enabled toothbrushes could soon sync seamlessly with broader health platforms, contributing oral hygiene data to a holistic health profile. In this ecosystem, brushing habits and oral health indicators could inform care decisions in cardiology, endocrinology, or diabetes management, recognizing the well-established links between oral and systemic health.

Emerging tools such as 3D printing and smart retainers are also reshaping orthodontic care. Companies like SmileDirectClub are already using AI to optimize aligner treatments. In the near future, smart toothbrushes may be capable of detecting subtle changes in bite patterns or signs of teeth grinding, alerting users and dentists in real time—before damage occurs.

Perhaps most impactful is the potential of AI to support vulnerable populations. Voice-guided AI oral coaches could revolutionize care for the elderly or individuals with disabilities, providing real-time brushing assistance for those with limited dexterity or cognitive impairments. By empowering users who traditionally face barriers to effective oral hygiene, these technologies could significantly reduce preventable complications and improve overall quality of life.

MORE THAN JUST BRUSHING

Smart toothbrushes and AI-driven oral care aren’t just about better brushing—they represent a paradigm shift in health engagement. With the convergence of diagnostics, personalization, and connectivity, we’re witnessing the emergence of a new oral care ecosystem—one that empowers individuals, supports professionals, and potentially reduces healthcare costs.

The question isn’t whether AI will shape the future of oral health. It’s how quickly—and how equitably—it will happen.

As consumers grow more comfortable sharing health data in exchange for better outcomes, and as technology becomes more affordable, the smart toothbrush may no longer be a high-tech novelty—but a daily essential, quietly guarding our health one brushstroke at a time. HPCMEA

TOP 10: ESSENTIAL OILS FOR HOME & BODY CARE

Argan Oil

Extracted from the kernels of the Argan tree, this vitamin E-rich oil hydrates and nourishes skin and hair.

1 2 3 4 5

Oil

Sourced from the Melaleuca tree, this antiseptic oil combats acne and disinfects naturally.

Lavender Essential Oil

Distilled from lavender flowers, it calms the mind and soothes skin irritations.

Black Seed Oil

Pressed from Nigella sativa seeds, it’s valued for its antioxidant and immuneboosting properties.

Oil

Steam-distilled from peppermint leaves, it refreshes, eases tension, and aids digestion.

Essential Oil

Cold-pressed from lemon peels, it purifies air, brightens skin, and lifts mood.

Distilled from eucalyptus leaves, it clears sinuses, disinfects, and soothes muscles.

Frankincense Essential Oil

Extracted from Boswellia resin, it enhances relaxation and supports meditation.

Steam-distilled from rosemary leaves, it boosts mental clarity and promotes scalp health.

Sourced from chamomile flowers, it calms sensitive skin and promotes restful sleep.

Beyond the label: How clear cosmetic labelling empowers today’s consumers

BY ALPHONSE OKOTH

The importance of a literate and informed generation cannot be overstated, especially in today’s rapidly evolving beauty industry. “Informed consumers are the new frontier of the beauty industry,” says Anne-Marie Fardeau, Head of Regulatory Affairs at Cosmetics Europe. “Accurate labelling is no longer a regulatory formality—it’s a key component of consumer empowerment.”

As global demand for beauty and skincare products surges, the spotlight on cosmetic labelling has never been more intense. Consumers are now scrutinizing labels for safety, ethical sourcing, environmental responsibility, and ingredient transparency. In response, regulatory authorities around the world are tightening labelling requirements—and manufacturers are rising to the occasion with innovative solutions and proactive compliance.

This article explores how cosmetic labelling regulations across major markets are shaping the industry and how brands are adapting to meet consumer expectations for clarity and trust.

SETTING A HIGH BAR FOR SAFETY AND TRANSPARENCY

The European Union (EU) leads with one of the most comprehensive cosmetic labelling frameworks under Regulation

(EC) No 1223/2009. This regulation mandates full ingredient disclosure in descending order of concentration, clear directions for use, and explicit warnings for substances listed in Annexes III to VI, including potential allergens and restricted compounds.

Manufacturers must also include precautions for professionaluse products and adhere to INCI (International Nomenclature of Cosmetic Ingredients) standards. To further protect consumers, allergenic fragrance components like limonene or benzyl alcohol must be listed if they exceed thresholds of 0.001% in leave-on products and 0.01% in rinse-off products.

Companies like L’Oréal and The Body Shop have adopted QR codes to provide extended data on sustainability, safety testing, and ingredient origins. For example, The Body Shop’s 'Return, Recycle, Repeat' initiative informs customers about packaging recyclability through QR-linked content, while L’Oréal’s Product Impact Labeling system discloses environmental and social performance scores.

“We are seeing a shift from passive labelling to dynamic consumer engagement. The best-performing brands are those using labelling as a storytelling tool—connecting values to purchase,” notes Anne-Marie. Similarly, brands like REN Clean Skincare offer breakdowns of their zero-waste claims and plastic-

neutral commitments on their product pages, with third-party verification logos to ensure trust and credibility.

REGULATORY APPROACHES ACROSS KEY MARKETS

In the U.S., cosmetic products fall under the Federal Food, Drug, and Cosmetic Act (FD&C Act), enforced by the Food and Drug Administration (FDA). Labelling must include product identity, net quantity, manufacturer details, and an ingredient list using INCI nomenclature.

Although the U.S. does not require pre-market approval for cosmetics (except for color additives), labels must not be misleading and must include warnings for unsafe usage.

American brands, including Estée Lauder and Fenty Beauty, have taken consumer demand seriously by voluntarily disclosing more detailed ingredient data and offering “free-from” claims (e.g., paraben-free, sulfate-free). Many have also aligned their practices with EU standards to facilitate global sales.

Japan regulates cosmetics under the Pharmaceutical and Medical Device Act (PMD Act). Labels must display product type, usage instructions, ingredients, manufacturer name, and batch numbers. The law also prohibits harmful substances and requires approval for quasi-drugs (cosmetic products with medicinal benefits).

Japanese brands such as Shiseido are known for detailed labelling, emphasizing safety, dermatological testing, and userfriendly application instructions. Many companies provide mobile apps that translate labels and offer tutorials.

In the Middle East, countries such as the United Arab Emirates and Saudi Arabia follow GCC Standardization Organization (GSO) guidelines, which require Arabic and English labelling, full INCI ingredient lists, manufacturing/expiry dates, and cautionary statements. Products must be registered through health authorities before entering the market.

,, INFORMED CONSUMERS ARE THE NEW FRONTIER OF THE BEAUTY INDUSTRY. ACCURATE LABELLING IS NO LONGER A REGULATORY FORMALITY IT’S A KEY COMPONENT OF CONSUMER EMPOWERMENT.

Anne Marie Fardeau - Head of Regulatory Affairs Europe.

Across Africa, regulatory development is progressing rapidly. In Kenya, the Pharmacy and Poisons Board (PPB) requires cosmetics to be free of harmful substances and properly labelled in English or Kiswahili. Nigeria’s National Agency for Food and Drug Administration and Control (NAFDAC) mandates detailed labelling with batch numbers, net content, ingredients, warnings, and expiry dates.

Regional producers like Saudi Arabia’s Zahara Cosmetics and Nigeria’s House of Tara have embraced compliant labelling while integrating local cultural considerations, such as Halal certification, traditional ingredient highlights, and mobile-enabled traceability tools. Multinationals operating in these regions often adapt global packaging with local language overlays and countryspecific QR code functionality for consumer engagement.

RESPONDING TO GREENWASHING AND ETHICAL CLAIMS

Across markets, growing concern over greenwashing— exaggerated or misleading sustainability claims—has prompted

stricter scrutiny. The EU’s proposed Green Claims Directive will require companies to substantiate environmental claims with verifiable evidence. Similar movements are occurring in Canada and the U.S., where watchdog groups and consumer litigation have put pressure on brands to back up their labels.

Brands are investing in third-party certifications (e.g., Ecocert, Leaping Bunny), sustainability audits, and transparent supply chains. Some have created microsites dedicated to explaining their ethical claims and validating their impact metrics.

EMBRACING DIGITAL INNOVATION

With limited space on packaging, digital labelling is emerging as a robust solution. The EU’s Cosmetic Product Notification Portal (CPNP) and a host of mobile applications now allow consumers to scan product codes to access detailed safety, formulation, and allergen data. QR codes, NFC tags, and augmented reality experiences help bridge the gap between regulatory compliance and consumer education.

According to a 2023 survey by Mintel, 68% of European consumers said they would be more likely to purchase a beauty product if it included scannable features that offer ingredient transparency and sustainability credentials. Similarly, a Statista study noted that 74% of Gen Z shoppers globally expect brands to make full product information accessible via digital means. Companies like Garnier and Dove have implemented digital touchpoints that offer multilingual product information, allergen alerts, sustainability ratings, and tutorials. These efforts enhance transparency and foster deeper consumer trust, especially among digitally native consumers seeking both convenience and confidence in their purchases.

GLOBAL HARMONIZATION: TOWARD UNIFIED STANDARDS

Disparate regulations create challenges for brands operating across borders. Efforts are underway to harmonize cosmetic labelling laws through international bodies like the International Cooperation on Cosmetics Regulation (ICCR). This will ease regulatory burdens, simplify compliance, and ensure consistent

68% OF EUROPEAN CONSUMERS SAID THEY WOULD BE MORE LIKELY TO PURCHASE A BEAUTY PRODUCT IF IT INCLUDED SCANNABLE FEATURES THAT OFFER INGREDIENT

TRANSPARENCY AND SUSTAINABILITY CREDENTIALS

consumer protection worldwide.

Global players are adopting internal labelling standards that exceed the strictest regional requirements. They are building cross-functional regulatory teams and investing in compliance tech to manage varying obligations.

THE FUTURE IS CLEARLY LABELLED

Across the globe, cosmetic labelling is no longer just a legal requirement—it is a vital component of product integrity, safety, and brand reputation. Whether it’s EU’s robust mandates, Canada’s bilingual transparency, Japan’s precision, or South Korea’s techsavvy labelling, each regulation serves a common purpose: empowering informed, confident, and conscious consumers.

Manufacturers, in turn, are responding with innovation, responsibility, and a renewed focus on trust. As international standards continue to converge and digital solutions expand, the future of cosmetic labelling is looking brighter—and clearer— than ever before.

As Dr. Nabila El Sawy, Regulatory Consultant for MENA Beauty Alliance, puts it: "Clear labelling is no longer optional—it’s the heartbeat of consumer trust in beauty. Informed buyers become loyal users, and that begins with honest packaging."

HPCMEA

SUPPLIER

INVESTMENT

BASF expands sustainable cleaning portfolio with Trilon G launch

NETHERLANDS – BASF has launched Trilon G, a new chelating agent based on glutamic acid diacetate (GLDA) chemistry, aimed at enhancing cleaning performance in Home Care and Industrial & Institutional (I&I) applications.

Designed to improve surfactant efficiency by softening water more effectively, Trilon G delivers superior results in tasks such as manual dishwashing and laundry.

The product reflects BASF’s focus on sustainability and innovation. With 56% renewable carbon content and GLDA’s recognition as readily biodegradable under OECD 301D standards, Trilon G meets the growing demand for ecofriendly, high-performance cleaning solutions.

It complements BASF’s existing chelating agents like MGDA and EDTA, offering formulators more sustainable options.

Amita Gupta, VP of Home Care and I&I Cleaning Americas, highlighted the ingredient’s dual advantage: boosting cleaning power while supporting environmentally responsible formulations.

In line with its sustainability strategy, BASF also introduced biodegradable hair care ingredients at In-cosmetics Global 2025 in Amsterdam.

These include Verdessence Maize, Lamesoft OP Plus, and Dehyton PK45 GA/RA, all of which are derived from renewable or certified sustainable sources.

Together, these product launches underscore BASF’s commitment to driving innovation in sustainable home and personal care solutions, enabling brands to meet both regulatory requirements and consumer expectations.

Givaudan unveils neuroscience-powered tool to enhance fragrance sensuality

SWITZERLAND

– Givaudan has launched ChériScentz, a groundbreaking fragrance design tool developed in Brazil that uses neuroscience to enhance sensuality in perfumery.

It builds on the company’s existing scent technologies— MoodScentz+, VivaScentz, and DreamScentz—by integrating G-Evocations, a method that evaluates scent responses through visual stimuli.

The tool, backed by Givaudan’s Health and Wellbeing Centre of Excellence, is based on a patent-pending algorithm derived from extensive consumer research.

ChériScentz taps into growing consumer desires for fragrances that foster emotional connection and authenticity.

Givaudan reports that 95% of Brazilian women associate perfume with sensuality, while over 70% of French and

INVESTMENT

American consumers say fragrance can evoke intimacy.

The tool offers high accuracy and relevance across diverse markets and can be applied beyond fine fragrances, including in body, home, and laundry care.

Givaudan also recently introduced Myromi, a handheld, smartphone-controlled device that enables real-time aroma creation with up to eight customizable channels.

Lightweight and portable, Myromi allows immediate customer feedback, transforming how aromas are tested and refined.

These innovations reflect Givaudan’s commitment to enhancing consumer experiences and staying at the forefront of flavour and fragrance technology.

Chowis, L’Oréal launch AI hair diagnostics in India

INDIA - South Korean beauty tech firm Chowis has partnered with L’Oréal Professionnel Paris India to launch an AI-powered, personalized hair diagnostic tool, aiming to elevate in-salon experiences across the country.

Central to this initiative is DermoPico, a smartphonecompatible analyzer that evaluates five critical hair and scalp parameters—hydration, sebum levels, density, dead skin cells, and impurities.

Designed for ease of use, DermoPico clips onto a smartphone camera and provides 30x magnification to capture high-resolution images.

These are then analyzed by Chowis’s AI platform to deliver

instant, customized recommendations.

“This collaboration strengthens our commitment to delivering effective, tailored solutions,” said Chowis CEO Choi Won Suk.

Founded in 2012, Chowis has developed several AI diagnostic tools, including DermoSmart and mySkin/ Hair KIOSK, widely adopted by dermatologists and beauty professionals worldwide.

The partnership with L’Oréal complements the recent launch of L’Oréal Professionnel’s Vitamino Colour Spectrum range in India—targeted at prolonging colour vibrancy and improving overall hair quality.

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