New era in beauty and household sector as Africa Home & Personal Care Expo successfully launches during 10th edition of AFMASS
This event established itself as a touchstone for innovation in Eastern Africa’s beauty, home, and personal care sector.
KENYA – The inaugural Africa Home & Personal Care Expo 2025 took place from July 2 to 4 at Nairobi’s Sarit Expo Centre and established itself as a touchstone for innovation in Eastern Africa’s beauty, home, and personal care sector.
Organized by FW Africa, this landmark event brought together a truly diverse audience, comprising manufacturers, distributors, retailers, technologists, and thought leaders, all united in their commitment to the future of Africa’s fast-growing consumer goods landscape.
Across the event, brands such as Lush Hair, Mc Dave Holdings Limited, Tharaka Honeybee Products, Mizizi Njiru Limited, and Mark4 Skincare proudly displayed their latest creations, an inspiring cross-section of local entrepreneurship and product development.
Throughout the three days, over 8,000 trade visitors and delegates navigated the lively corridors, engaging with more than 150 companies spanning domestic, regional, and international markets.
The expo, held alongside AFMASS Food Manufacturing Expo and others, helped build valuable connections across industries that will continue to benefit participants well into the future.
Among the highlights was a thought-provoking panel embedded in “Home & Personal Care Technology & Innovation.”
Here, Mike Mossel, IFF’s Sales Director for the region, set an optimistic tone with his insights into the transformative potential of new technologies in manufacturing and packaging.
A roundtable discussion followed, drawing in influential voices such as Jitesh Pamnani (Tolaram East Africa/Lush Hair), Joseph Uimbia (Mc Dave Holdings), Thomas Ochieng (Orbit Products Africa Ltd.), and Bernard Omollo (Kenya Bureau of Standards).
In addition, the discussion offered clarity on the current status and growth trajectory of the beauty, home, and personal care markets, sectors projected, according to Statista, to reach a collective value of nearly USD 88 billion in 2025.
Overall, the Africa Home & Personal Care Expo 2025 succeeded in more than just highlighting products; it shone a spotlight on the entrepreneurial spirit and ingenuity driving the sector forward.
Francis Juma, CEO of FW Africa, noted, “The event captured a pivotal moment for local manufacturers navigating global trends and regional realities.”
“The future, it seems, belongs to brands capable of marrying natural resources, sustainability, affordability, and digital savvy—a powerful new formula for success.”
The expo not only reflected the exciting potential of Africa’s HPC industries but also emerged as a vital platform for building partnerships and sharing the ideas that will define the industry in the years ahead.
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