After completing her daily chores, Kristine Ruben’s househelp would often set aside time to mix and stir liquid soap, a process she carried out passionately and separately from her routine responsibilities.

At the time, there was no sense of occasion or indication that the activity held any significance beyond its immediate purpose. For Kristine, the scene simply blended into the norm of everyday life, unremarkable then, but not entirely forgotten.

“Supermarket shelves then offered ready-made options, neatly packaged and easily accessible, and the idea that such products could be made at home from simple ingredients and personal skill did not immediately register as significant,” she says.

Over time, however, the memory resurfaced as she began exploring practical skills linked to income generation, prompting a reassessment of what she had once considered ordinary.

“While engaging with initiatives intended at equipping women with hands-on capabilities, I encountered soap making again, this time framed as a viable economic activity,” she explains, noting that the connection to her earlier observation became clear and encouraged her to pursue the craft more deliberately.

This progression sits within wider developments in Kenya’s skincare market, where sustained demand has created space for small and medium enterprises producing locally made solutions.

Natural inputs

As consumers increasingly examine product ingredients and quality, entrepreneurs have responded with alternatives that prioritise transparency and natural inputs, gradually reshaping competition within the sector.

Read: Journalist Ashly Pinjos lands niche in making skin care products

Kristine later established Kristine Ruben Home Products (KRHP) in 2023, a company that develops and produces a growing range of personal and home care products, formulated to be mild, environmentally conscious and suitable for everyday use.

“We began with small batches, sourcing products on credit from women who had trained me and repackaging them for early market testing. Revenue from those sales was then reinvested into structured production through the purchase of raw materials and packaging,” she says.

Growth has largely been self-financed, supported by SACCO loans and mobile credit, though she notes that the cost of capital remains a significant challenge for small manufacturers.

Access to formal financing, she says, has been limited by collateral requirements, even when engaging institutions such as Kenya Industrial Estates, which offer relatively favourable terms but still require asset backing.

A collection of personal care and home fragrance products produced at Kristine Reuben Home Products' production facility in Juja, Kiambu County, is pictured on April 18, 2026.

Photo credit: Bonface Bogita | Nation Media Group

“My entry into skincare production was further influenced by personal circumstances. The need to manage my son’s eczema led me to look more closely at commercially available products,” she says.

Concerns over harsh ingredients and inconsistent formulations prompted her to experiment with gentler alternatives, using locally sourced raw materials to develop products for sensitive skin, initially for personal use.

Small-scale producers often emerge from informal beginnings, responding to practical challenges rather than formal business planning. Many later incorporate natural inputs as they transition to more structured production.

Multi-surface cleaners

The company’s portfolio spans skin care and home care products, including shower gels, handwashes, shampoos, scented candles and concentrated multi-surface cleaners. Its skin care range includes fragrances such as Savannah Noir, Equator Essence and Garden Party.

“We initially launched with more than ten products but have since streamlined to five core lines to maintain quality and consistency,” she says.

Key items, including the multi-surface cleaner and body wash, are certified by the Kenya Bureau of Standards, while others are at various stages of approval.

She says the company sources raw materials locally and adheres to internationally recognised production standards.

The business operates two product lines. Tanzu by KRHP, which focuses on home care solutions such as multi-surface cleaners, is priced from about Sh350 per litre and is stocked at select outlets.

Its personal care range, Selah by KRHP, starts at Sh699. Both are also available through the company’s website, with nationwide delivery.

“We are building KRHP as a long-term brand with the potential to serve both local and regional markets,” she says.

Its formulations incorporate mild, plant-based ingredients such as Sodium Cocoyl Isethionate (SCI), Coco Glucoside, Sodium Lauroyl Sarcosinate, Panthenol (Pro-vitamin B5), and Aloe Vera.

“These ingredients are derived from plant sources including coconut and sugar, allowing us to create products that are effective yet gentle for everyday use, including on sensitive skin,” she says.

The company currently sources inputs from suppliers within Nairobi to maintain consistency, while exploring more direct procurement channels.

“With a team of five, production follows a structured process from formulation and sourcing to batch manufacturing, testing and quality control, before packaging and distribution,” she says.

Quality control is applied throughout the production process, with each batch reviewed for consistency and safety.

Kristine says operating in a competitive market has required careful positioning, noting that Kenya’s skincare industry includes imported brands, established manufacturers and a growing number of small-scale producers.

“In this environment, differentiation often comes down to formulation, branding and price perception. For KRHP, the focus is on product performance and formulation,” she says, adding that scent profiles are used to distinguish the range.

The company also incorporates African-inspired scents and themes in its formulation and packaging. While not a primary selling point, she says this contributes to a distinct identity, particularly among consumers seeking locally grounded products.

Product development is increasingly incorporating regional influences, particularly in sectors long dominated by imported brands.

The business serves two primary markets: households seeking reliable skincare products, and the hospitality sector, including hotels and short-term rental properties.

“This market has shown growing demand for locally manufactured, eco-conscious amenities,” she says.

Supplying this market, she adds, comes with distinct operational requirements. Orders are typically larger and require a high degree of uniformity across batches, placing added pressure on production capacity and quality control systems.

For smaller enterprises, meeting these requirements can be difficult, often requiring investment in processes that ensure consistency without significantly increasing costs.

Read: Why your perfume routine might be hurting your skin

Digital platforms have become an important tool in addressing these challenges. Social media, in particular, allows direct interaction with customers and provides a channel for feedback and product visibility.

Rising competition

It has also reduced dependence on traditional retail spaces, enabling businesses to reach a wider customer base with limited resources. This is evident across Kenya’s small business sector, where online engagement is becoming fundamental to growth strategies.

However, digital channels alone do not guarantee long-term stability.

Read: Buttery beauty: The benefits of shea butter for skin

“Visibility can fluctuate due to changing algorithms and rising competition, while consumer preferences continue to change. As a result, businesses must keep adjusting, combining online engagement with other forms of outreach, including partnerships and physical distribution channels,” she says.

KRHP is gradually expanding its product range within the broader home care category, as it seeks to diversify its offerings while building on existing production capacity.

At the same time, the business is targeting markets beyond Kenya over the longer term. While this presents growth opportunities, it also introduces operational and regulatory complexities.

“Scaling beyond national borders requires careful planning and steady growth. Competitiveness is not defined by price alone, but also by reliability, safety and adherence to standards,” she says, adding that the company continues to focus on these areas as it develops and refines its products for both local and future international markets.

As more entrants join the market, competition is expected to intensify alongside greater product variety. This is likely to create space for innovation while also raising expectations around quality and transparency.

“The ability to draw on local knowledge and resources remains a key advantage, particularly in a market that is gradually redefining its relationship with homegrown products,” she notes.

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mwmaina@ke.nationmedia.com