The Booming Body Scrub Trend Transforming Nairobi’s Spa Industry

The skincare industry in Nairobi has experienced a surge in popularity, particularly due to the growing trend of body scrubbing at local spas.

Once relegated to basic bar soap, body care has now become a lucrative segment of the $5.6 trillion wellness industry, with women and men alike flocking to establishments to achieve smoother, more radiant skin. Social media platforms like TikTok and Instagram have played a significant role in the proliferation of this trend, with users showcasing the luxurious experience of lying on massage beds while their bodies are scrubbed with a variety of herbal lotions, milk, and other specialized concoctions.

This visual representation of the self-care process has captivated a wide audience leading to a noticeable increase in clientele, particularly among those in their 30s and 40s who seek to prioritize personal wellbeing amidst the demands of work and family life. The body scrub market has been valued at Sh2.16 trillion ($16.78 billion) and it is poised for continued growth as consumers become enamored with the array of treatments on offer, including Vichy showers, milk and wine treatments, steam rooms, infrared saunas, and jacuzzis.

Spa entrepreneurs have responded to this demand by promoting comprehensive head-to-toe routines that cater to diverse skin types and needs, offering products ranging from brightening creams to firming lotions. The Cleopatra ritual, a popular treatment that includes a Kenyan sun-kissed mask, aromatherapy massage, and a glass of wine, has become a highly sought-after experience. However, industry experts advise caution regarding the safety of physical exfoliation.

Alma Anyango, a skin consultant at Geno Beauty, advises that over-exfoliation can damage the skin barrier, strip natural oils, and lead to sensitivity and redness, suggesting a shift towards gentler chemical exfoliants as a safer alternative. Nonetheless, the body scrubbing trend in Nairobi’s spas continues to evolve, catering to an increasingly diverse clientele, including pregnant women seeking relief from common skin issues.