Mini perfume hits spot for Kenyan buyers

Since arriving in the Kenyan capital of Nairobi last year, young entrepreneur Li Runze from Changsha in Hunan province has been on the search for business success. After stumbling at the first few hurdles, the recent graduate has struck gold by creating his own line of perfumes tailored to the African market.

In order to gain an edge, the 23-year-old immersed himself in market research to determine what kind of perfume local consumers needed, quickly identifying a clear gap in Kenya's perfume market.

In many African regions, due to climate and physiological factors, fragrance or antiperspirants are not luxuries but daily essentials for locals, said Li. However, affordable options often lack quality, while premium international brands remain out of reach for many.

"The market here has many kinds of perfumes, but it lacked products that truly fit local needs," he said.

And so, Li's Breeze range of perfumes was born, focusing on providing local customers with well-crafted, accessible scents tailored to local preferences — mainly floral and fruity notes, with higher intensity to last longer. Considering the climate, he prioritized formulas that would remain distinct even in persistent humidity.

Li said that one middle-aged female customer placed an order for his perfume based on the scent and the fact it was made in China. "It made me believe that I was doing the right thing," Li said. "Africans love Chinese perfume, and as a perfume enthusiast myself. It is a perfect blend of my interests and local market needs."

Founded in April, the brand already sells more than 200 bottles a day online and in store, generating a daily revenue of some 60,000 Kenyan shillings ($465), according to Li.

Major international perfume brands mostly offer bottle sizes of 50ml or 100ml, while 5ml or 10ml sizes are commonly used as samples or complimentary gifts, which are not separately for sale. But during Li's Kenyan market research, he was frequently asked about the prices of smaller bottles.

"I realized that the market demand for small-sized products here might have been underestimated," he said.

By offering smaller sizes at affordable prices — a 10ml bottle for approximately 300 Kenyan shillings — Li's perfume quickly gained traction in the local market and is steadily growing in sales.

The success of his business would not have been possible without the support of a strong supply chain back in China, Li said.

He chose to work with manufacturers in cities like Guangzhou in Guangdong province, who could not only customize perfume formulas to suit the Kenyan market but also design packaging that resonated with local tastes.

Manufacturers in China are highly responsive, Li said. His special requests, such as producing small bottles, were fulfilled quickly.

"Working abroad, I felt the strength of 'Made in China' even more," he said.

For online sales, he joined Kilimall, a major East African e-commerce platform established in Kenya in 2014. Modeled after Chinese e-commerce sites such as Taobao, Kilimall has over 10 million registered users and more than 4 million products for sale.

By collaborating with local internet influencers for livestream sales and posting perfume review videos on TikTok, Li sells his products using language and contexts familiar to the local audience.

Li has set clear goals for his brand. "I hope Breeze can become a household name for perfume in Kenya," he said. From this base, he aims to expand his reach to more countries in East Africa, including Uganda and Tanzania.

The growing trade between China and Africa offers huge opportunities for many, Li said.

"As trade expands, I believe there will be even stronger links between quality Chinese products and the demands of the African market," he said.

Contact the writers at limuyun@chinadaily.com.cn