L’Oréal has expanded its presence in the Kenyan personal care market through its flagship local brand Nice & Lovely with the launch of a new range of roll-on deodorants.
The move marks the brand’s official entry into Kenya’s fast-growing deodorant segment, introducing accessible and high-quality personal hygiene products designed for everyday use.
The newly launched roll-on range features seven variants — Ultra Fresh, Cotton Dry, Sensitive, Invisible, Speed, Cool, and Energy. Each formula contains 0% alcohol, making it gentle on the skin while providing up to 48 hours of protection against sweat and body odour. The roll-ons are designed to keep users feeling fresh and confident throughout the day while helping prevent irritation and sweat marks.
“Nice & Lovely has long been recognised as Kenya’s leading body lotion brand, trusted for its effective and dermatologically tested skincare solutions,” said , Managing Director of .
“The launch of our roll-on deodorants builds on this strong heritage and extends our promise of quality and care into everyday personal hygiene. We remain committed to delivering high-performance products that are accessible and relevant to Kenyan consumers.”
According to the Sagaci Beauty Market Sizing 2025 report, Kenya’s hygiene category is valued at approximately KES 5 billion, reflecting growing consumer demand for reliable and affordable personal care products.
“These roll-ons are made for Kenyans by a brand they already know and trust,” said , Brand Business Lead, Africa Beauty Brands at .
“Consumers are increasingly looking for dependable products that fit their budgets without compromising on quality, and this range delivers exactly that.”
Kathambi added that the company’s expansion into the deodorant segment also reflects its broader commitment to strengthening local industry.
“Our entry into this category not only broadens access to world-class, alcohol-free technology at an accessible price point, but also reinforces our continued investment in local production, industrial capability, and job creation. By strengthening our footprint in this high-growth category, we aim to support factory expansion, skills development, and sustainable economic growth across the region,” she said.
Kenya’s deodorant market has recorded strong growth in recent years, driven by increasing awareness of personal hygiene and evolving consumer lifestyles.
Roll-on deodorants, in particular, are gaining popularity due to their precise liquid application, skin-friendly formulas, and long-lasting protection. Their compact design and affordability compared to sprays and sticks make them especially attractive to budget-conscious and active consumers.