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- L’Oréal East Africa’s Nice & Lovely enters Kenya’s growing deodorant market with launch of accessible Nice & Lovely roll-ons
L’Oréal, the world’s leading beauty company, has expanded its footprint in Kenyan 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 entry into the fast-growing deodorant market, offering Kenyans high-quality formulas at an accessible price.
The new range features seven variants –Ultra Fresh, Cotton Dry, Sensitive, Invisible, Speed, Cool and Energy – each developed with a 0% alcohol formula that is gentle on the skin and offers up to 48 hours of protection.
The roll-ons are designed to keep users feeling fresh and confident throughout the day, while helping to prevent irritation, sweat marks and unpleasant odour.
“Nice & Lovely has long been recognised as Kenya’s leading body lotion brand, trusted for its effective and dermatologically tested skincare solutions,” said Marie Van Haesendonck, Managing Director of L’Oréal East Africa.
“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 are committed to offering high-performance products that remain accessible and relevant to Kenyan consumers.”
According to Sagaci Beauty Market Sizing 2025, Kenya’s hygiene category is valued at approximately KES 5 billion, reflecting growing consumer demand for dependable and accessible personal care products.
“These roll-ons are made for Kenyans by a brand they already know and trust. Consumers are seeking reliable products that fit their budgets without compromising on quality, and this range delivers exactly that,” said Doreen Kathambi, Brand Business Lead, Africa Beauty Brands at L’Oréal East Africa. 
“Our entry into the deodorant segment not only broadens access to worldclass, 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.”
Kenya’s deodorant market has recorded strong growth in recent years, driven by increased awareness of personal hygiene and changing lifestyles.
Roll-on deodorants are gaining popularity due to their precise liquid application, skin-friendly benefits and long-lasting protection.
Their compact design and affordability compared to sprays and sticks make them particularly attractive to cost-conscious and active consumers.
