NAIROBI, Kenya, August 26 — African entrepreneurs are increasingly turning to the beauty and personal-care industry to build consumer brands around the needs of a growing middle-class population, with Kaat Skincare among businesses seeking to scale beyond its domestic market.
Kaat Skincare, founded by Abdirahman Hussein Mohamed and his co-founders, was recently named Best Skincare Brand of the Year 2026 at the seventh edition of the Somali Business Awards (SOBA), providing a boost to the company as it pursues wider regional growth.
The recognition comes as African-owned beauty businesses seek to compete with multinational brands by developing products they say are more relevant to local consumers in terms of quality, accessibility and product needs.
For Kaat’s founders, the opportunity extends beyond establishing a skincare company to building a regional consumer brand with a presence in markets such as Kenya.
Kenya is already one of East Africa’s most competitive beauty markets, with international manufacturers competing alongside local and regional brands through supermarkets, specialized beauty retailers, pharmacies and e-commerce platforms.
For emerging companies, securing shelf space and reaching consumers at scale remain among the biggest barriers to expansion, particularly as businesses contend with distribution costs, product regulation, marketing expenditure and changing consumer preferences.
The growth of digital commerce has nevertheless created new opportunities for smaller brands to reach customers directly and build awareness without relying entirely on traditional retail networks.
Mohamed, CEO and Co-Founder of Kaat Skincare, said customer confidence remains central to the company’s growth ambitions.
“Winning Best Skincare Brand of the Year 2026 is a proud moment for the entire Kaat Skincare team. This recognition belongs to our customers who continue to believe in our products and our vision.”
“ Our ambition is not only to build a successful skincare company, but to establish Kaat Skincare as a leading regional brand from East Africa, recognized for quality, innovation and products that genuinely serve our consumers.”
The founders’ strategy reflects a wider trend among African entrepreneurs who are moving into consumer industries traditionally dominated by global companies.
Unlike businesses competing purely on price, emerging African skincare companies are increasingly using local market knowledge, product positioning and digital marketing to differentiate themselves.
For Kaat, the next phase will involve converting brand recognition into sustained commercial growth as it seeks to build a stronger regional footprint.
Expansion across East Africa will require the company to develop distribution networks, maintain consistent product quality and compete for consumer spending against both established international brands and a growing number of African-owned competitors.
The award therefore marks an important point in Kaat’s development, but the larger test for the founders will be whether they can turn recognition into repeat purchases, wider distribution and a commercially sustainable regional business.
The emergence of companies such as Kaat points to a changing African consumer landscape, where entrepreneurs are increasingly attempting to build brands that originate on the continent and compete for consumers across borders.
