American Skincare Brand Circadia Enters Kenya Amid Growing Demand for Melanin-Focused Products

US.-based skincare company Circadia has officially launched in Kenya, targeting the country’s growing demand for professional-grade beauty solutions tailored to African skin.

The entry of the brand comes as Kenya’s cosmetics and personal care industry—currently valued at over KSh 100 billion (approximately $770 million)—continues to expand, driven by a rising middle class and increasing consumer interest in scientifically backed skincare.

Founded in 2001 by physician Dr. Peter T. Pugliese, Circadia is best known for products based on chronobiology—the science of the body’s natural rhythms—to improve skin health. The brand’s focus on treating hyperpigmentation and skin sensitivity, especially in melanin-rich skin, is central to its Kenyan strategy.

Circadia’s launch in Kenya is through a local distribution partnership with Uglow Aesthetics, a Nairobi-based skincare clinic. The brand has already been in clinical use in select facilities for eight months, with the company citing positive early results.

The move highlights a broader trend in Kenya’s aesthetic industry, which has seen a sharp increase in the number of licensed aestheticians, medical spas, and demand for non-invasive cosmetic procedures. Local clinics are increasingly stocking international brands that address common skin concerns such as acne, discoloration, and sun damage prevalent among African populations.

Circadia’s presence in Kenya includes a professional training component for aestheticians, aimed at equipping skincare providers with both the products and knowledge to deliver results-oriented treatments.

While the company positions itself as offering advanced and natural solutions, its entry also signals intensifying competition in a market that is already attracting interest from global beauty giants. Consumers in Kenya are becoming more selective, preferring evidence-based skincare backed by clinical data, especially products that are safe and effective for darker skin tones.

The professional skincare segment—distinct from over-the-counter beauty retail—is expected to grow steadily, with increasing adoption in urban centers like Nairobi, Mombasa, and Kisumu.