SuperCosmetics

What SuperCosmetics does

SuperCosmetics is a multi-channel beauty retailer headquartered in Nairobi, Kenya, operating an e-commerce storefront at supercosmetics.com alongside two physical retail locations — the Kimathi Street headquarters in Nairobi and a second store in Kisumu. The company distributes an extensive portfolio of more than 100 international beauty brands across six core product categories: skincare (CeraVe, La Roche-Posay, Bioderma, Aveeno), derma care (targeting acne, blemish, and sensitive skin), haircare (Mizani, African Pride, Cantu, Hair ResQ), color cosmetics (Maybelline New York, L'Oréal Paris, Revlon), designer fragrances (Calvin Klein, Carolina Herrera, Giorgio Armani, Jean Paul Gaultier), and bath and body products. The company also stocks adjacent Tools & Brushes and Accessories lines.

The company serves primarily Kenyan and broader East African consumers seeking access to genuine international beauty products, with unit prices ranging from approximately KSh315 to KSh5,970. Its go-to-market combines self-serve online shopping with WhatsApp-based beauty advisor support at +254784401122 and in-store expert consultations covering skin analysis, scalp analysis, and shade matching. Fulfillment is operated in-house with daily delivery between 7:00 and 23:00 across Kenya, free-shipping thresholds of KSh3,000 inside Nairobi and KSh5,000 for the rest of Kenya, and a collect-in-store option at the Nairobi location. Marketing channels are limited to the e-commerce site, WhatsApp, social media, and an email newsletter.

Revenue is generated through direct one-time product sales across both the online storefront and brick-and-mortar stores, operating on a unit-pricing, pay-as-you-go model. The company employs 19 staff, is privately held with no disclosed institutional investors, funding rounds, or parent company, and claims over 100 years of retail heritage while its documented founding year is 2002. No revenue, GMV, or profitability figures are publicly disclosed.

Name

SuperCosmetics

Legal name

SuperCosmetics

Website

https://supercosmetics.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

SuperCosmetics is a privately held Kenyan beauty retailer operating an e-commerce platform and two physical stores (Nairobi and Kisumu) that sells 100+ international skincare, haircare, makeup, fragrance, and derma brands to East African consumers via direct-to-consumer sales and in-house courier delivery.

Ownership category

akta.pro rank

Product category

Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Beauty retail
• Cosmetics ecommerce
• Skincare products
• Haircare products
• Fragrance retail

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Product Sales - Retail: SuperCosmetics generates revenue through direct product sales via its e-commerce website and physical retail stores in Nairobi and Kisumu. The company sells beauty products including skincare, haircare, makeup, fragrances, and accessories from multiple international brands with prices ranging from approximately KSh315 to KSh5,970.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SuperCosmetics is a multi-brand beauty retailer that sells skincare, haircare, makeup, fragrances, derma care, and body care products from over 100 international brands through its own e-commerce website and physical retail stores in Nairobi and Kisumu, Kenya. The company supplements product sales with in-store expert consultations (skin analysis, scalp analysis, shade matching), WhatsApp-based beauty advisor support, and next-day courier delivery across Kenya and the wider East Africa region.

Product overview

SuperCosmetics is a beauty retailer operating as a multi-category e-commerce platform combined with physical retail stores in Nairobi and Kisumu, Kenya. The company offers a wide portfolio of skincare, haircare, makeup, fragrances, and body care products from both international brands (CeraVe, La Roche-Posay, Maybelline, L'Oreal Paris, Nivea, Garnier) and specialty brands. The product offering is organized into core categories including Skin Care, Derma Care, Hair Care, Makeup, Fragrances, and Body Care, complemented by an online shopping platform with order tracking and regional delivery services. The company positions itself on offering expert beauty advice through qualified beauty associates who provide skin analysis, scalp analysis, and shade matching services.

Differentiator

Problem solved

Functional benefit

Products and services

• Skin Care Products Multi-brand skincare range covering sunscreens, moisturizers, serums, and facial cleansers from dermatologist-trusted brands including CeraVe, La Roche-Posay, Bioderma, and Aveeno, targeted at consumers building daily skincare routines.
• Hair Care Products Haircare products including shampoos, conditioners, hair oils, and styling products from brands such as Mizani, African Pride, Cantu, and Hair ResQ, aimed at consumers seeking solutions for textured and chemically treated hair.
• Makeup Products Color cosmetics including foundations, powders, mascaras, and tints from brands such as Maybelline New York, L'Oréal Paris, and Revlon, with in-store shade matching support available.
• Fragrances Designer fragrances from brands including Calvin Klein, Carolina Herrera, Giorgio Armani, and Jean Paul Gaultier for men and women.
• Derma Care Products Dermatological skincare solutions for specific skin concerns including acne treatment, blemish control, and sensitive skin care, stocked from brands such as CeraVe, La Roche-Posay, Bioderma, and Eucerin.
• Bath & Body Products Bath and body products for daily care and moisturizing routines from brands such as Nivea, Jergens, Palmer's, and African Pride.
• Beauty Accessories & Tools Beauty accessories and tools including brushes and applicators that complement the skincare, haircare, and makeup product categories.
• Online E-commerce Platform Self-serve online shopping platform enabling customers across Kenya and East Africa to browse the full product catalog, manage wishlists, place orders, and track deliveries, with WhatsApp-based beauty advisor support and free shipping thresholds.
• Physical Retail Stores with Beauty Consultations Brick-and-mortar retail locations in Nairobi (Kimathi Street, GMC Building) and Kisumu offering in-person expert beauty consultations including skin analysis, scalp analysis, and shade matching services, plus in-store pickup for online orders.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Cult Beauty: Online-first multi-brand beauty retailer curating prestige skincare, derma, makeup, and fragrance brands globally. Comparable to SuperCosmetics in its deep authentic-brand assortment and expert-driven content strategy, though lacks the physical-retail footprint.
• Feelunique: Online multi-brand beauty retailer offering international skincare, makeup, fragrance, and haircare brands with regional delivery across Europe and beyond. Comparable to SuperCosmetics' e-commerce-led assortment and authentic-brand positioning in adjacent emerging/regional markets.
• Mecca: Australia/New Zealand multi-brand beauty retailer combining online and physical stores with deep derma, skincare, fragrance, and color cosmetics assortment plus beauty advisor services. Highly comparable operating model to SuperCosmetics within another regional English-speaking market.
• Nykaa: India's leading omnichannel multi-brand beauty retailer operating e-commerce plus physical stores with a curated portfolio of derma, color cosmetics, and fragrance brands. Closest model comparable to SuperCosmetics: combines international brand assortment, beauty-advisor services, and tiered delivery logistics across a single emerging market.
• Sephora: Global multi-brand beauty retailer combining physical stores, e-commerce, and beauty-advisor services. Directly comparable business model: curates 100+ international skincare, makeup, fragrance, and haircare brands under one roof, sells authentic product, and targets aspirational consumers — the model SuperCosmetics operates at East African scale.
• Space NK: UK-based multi-brand beauty retailer with curated assortment of prestige skincare, derma, makeup, and fragrance brands and in-store beauty expertise. Comparable to SuperCosmetics in its emphasis on derma/dermocosmetics, expert consultation, and assortment of authentic international brands.

Regional players

• Dis-Chem Pharmacies: South African pharmacy-led retailer with significant skincare, derma, and beauty assortment across physical stores and online. Operates a similar derma-heavy mix and authentic-brand promise, and is a relevant African regional comparable for SuperCosmetics' pharmacy-adjacent positioning.
• Clicks: South Africa's largest health-and-beauty-focused retail chain with pharmacies and dedicated beauty departments carrying derma, skincare, and cosmetics brands. Comparable in category mix and authentic multi-brand beauty positioning, but serves a different African geography than SuperCosmetics.

Emerging players

• Glossier: D2C beauty brand with strong digital community and selective retail distribution. Not a direct multi-brand retailer but an emerging player whose brand-building, content, and direct-to-consumer tactics increasingly shape the competitive set SuperCosmetics must navigate.

Broad incumbents

• Ulta Beauty: US multi-brand beauty retailer with deep assortment across mass, prestige, and derma skincare plus in-store beauty services. Same category-mix and service-led strategy as SuperCosmetics but operates at substantially larger scale and within a mature market, making it a broad incumbent benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/super-cosmetics-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SuperCosmetics