Pwani Oil, one of Kenya’s leading manufacturers of edible oils and soaps, has entered the fast-growing personal care market with the launch of its new Sawa Lotion range, backed by a strategic investment of USD 4.5 million (KES 4.5 billion).
The company unveiled four lotion variants — Sawa Glycerin & Sweet Almond Oil, Sawa Cocoa Butter, Sawa Men Cool Burst, and another variant under the Sawa Men line — marking its first major foray beyond traditional household staples. The lotions are clinically tested to provide 72 hours of moisture and are manufactured in a state-of-the-art facility designed to meet international standards, including ISO 22716 and SEDEX compliance.
Pwani Oil Commercial Director Rajul Malde said the expansion reflects the company’s strategy to diversify into higher-value categories while addressing shifting consumer needs. “The lotion category alone is currently valued at KES 8 billion, with an anticipated annual growth rate of 16%. We project it will reach KES 20 billion by 2030,” Malde noted.
The move comes as Kenya’s personal care market undergoes rapid growth, driven by rising disposable incomes and a youthful, brand-conscious demographic. Generation Z, expected to make up 60–65% of consumers in the coming years, represents a particularly lucrative market segment.
Analysts say Pwani Oil’s entry is well-timed, given the rising competition from multinational personal care brands and the increasing demand for locally manufactured alternatives. By leveraging its distribution networks and brand equity built from household products like Sawa soap and Diva beauty soap, the company is positioning itself to challenge established players.
Industry observers also point to the investment’s broader significance: diversification provides Pwani Oil with a hedge against the volatility of the edible oils market, which is often affected by global commodity price fluctuations. Expanding into personal care could help the company balance its revenue streams and capture a share of the fast-growing beauty and wellness economy in East Africa.
The new Sawa Lotions are already available in leading retail outlets across Kenya.
