Woolworths expands product offering with introduction of new brands at Sarit Centre store
This launch represents Woolworths’ strategic commitment to deepening its connection with Kenyan customers.
KENYA – Woolworths has launched a significant new beauty section at its Sarit Centre store in Nairobi, Kenya, unveiling a world-class beauty experience tailored to the Kenyan market.
The new beauty destination features a carefully curated selection of global luxury brands making their debut in Kenya, alongside an expanded range of Woolworths’ own WBeauty line and several new product launches.
This launch represents Woolworths’ strategic commitment to deepening its connection with Kenyan customers, backed by an 18-month focus on understanding local needs and collaborating with local personalities and creative agencies.
Roy Bagattini, Group CEO of Woolworths, emphasized the new beauty section, stating, “This launch presents a compelling opportunity to expand our fast-growing beauty portfolio and strengthen our presence in the Kenyan market.”
“It reflects our commitment to building a future-fit business anchored in innovation, quality, and relevance, while staying close to our customers.”
The WBeauty line, entirely cruelty-free and vegan, spans fragrance, skincare, makeup, and bath and body products, designed to be premium yet accessible.
According to the company, the customers at Sarit Centre can now explore prominent international brands such as Laneige, The Ordinary, JML’s innovative beauty and lifestyle products, and Fenty Beauty line.
An exclusive fragrance destination offers luxurious collections like Boadicea the Victorious, Thomas Kosmala’s cruelty-free modern perfumery, Liquides Imaginaires’ transformative scents, and artisanal creations from France-based Sillage d’Orient.
Julie Maggs, General Manager for Beauty at Woolworths, described the Sarit Centre beauty destination as transcending a traditional beauty hall by offering an inspiring, accessible, and distinctly Woolworths luxury experience, complete with an extensive fragrance collection and an enlarged WBeauty range.
In alignment with its sustainability commitments under the Good Business Journey, Woolworths collaborated with Nairobi-based design studio Rummage to create an exclusive bag from upcycled denim sourced locally, highlighting environmental responsibility and community collaboration.
Woolworths Holdings Limited, with a vision to be one of the world’s most responsible retailers, is expanding its footprint across sub-Saharan Africa, positioning Kenya as a key market within its fast-growing beauty segment.
This comes after Woolworths recently expanded its footprint in East Africa with the launch of its first Beauty Pad in Nairobi, Kenya.
The launch enhances Woolworths’ offerings by introducing a dedicated area focused on beauty products, thereby elevating the shopping experience and catering specifically to beauty enthusiasts in the region.
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