Sofy Unicharm East Africa launches in Kenya with Sh2 billion investment
Japanese hygiene products manufacturer targets regional expansion, local production and improved access to affordable menstrual care products.
Afritech Media · 3 min read
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SOFY Unicharm East Africa Limited has officially launched in Kenya following a Sh2 billion investment by Japanese consumer goods manufacturer Unicharm Corporation, Toyota Tsusho Corporation and CFAO Kenya Limited.
The joint venture aims to strengthen local manufacturing, improve access to affordable personal hygiene products and expand the supply of sanitary products to neighbouring East African markets.
The company will integrate product development, production, sales and marketing in Kenya, combining Unicharm’s global expertise in personal hygiene with local market knowledge and distribution capabilities.
Unicharm Corporation President and Chief Executive Officer Takahisa Takahara said the launch marked a long-term commitment to supporting women in East Africa through products and solutions tailored to their needs.
“We are declaring our strong commitment to standing beside women in East Africa, understanding their needs, supporting their possibilities, and growing together with them,” Takahara said.
He noted that SOFY Unicharm East Africa was the first Unicharm local subsidiary to feature the SOFY brand in its corporate name, reflecting the importance the group places on the region and its women consumers.
The company plans to build on its feminine care portfolio by introducing additional products informed by local demand, including baby care products such as diapers.
Managing Director Daigo Fujiwara said the business would focus on addressing hygiene challenges, supporting women’s health and dignity, and reducing period poverty through reliable and affordable feminine care solutions.
The launch builds on the SOFY brand’s entry into the Kenyan market in 2023 with its premium SOFY Deep Absorb sanitary pads.
In January 2025, the company introduced locally manufactured SOFY Long Lasting pads, an affordable alternative designed to reflect Kenyan consumers’ purchasing power and needs.
The company has also introduced single-pad sachets following consumer feedback that the cost of sanitary products remains a barrier to access.
The approach is intended to widen access to menstrual care products, particularly among consumers who cannot readily afford larger packs.
The company said it would continue working with consumers, communities, non-governmental organisations and government institutions to develop solutions that address local needs.
Menstrual health education is another focus of its operations. Through the SOFY brand, the company has partnered with organisations including the Japan International Cooperation Agency (JICA), the United Nations Population Fund (UNFPA) and UN Women Kenya on menstrual hygiene awareness and educational initiatives.
The programmes aim to improve knowledge about menstruation, encourage open discussions and challenge the stigma and cultural taboos that can prevent girls and women from accessing information and support.
The company cited estimates indicating that approximately 54 per cent of girls in Kenya have experienced challenges accessing sanitary products, underscoring the need for affordable menstrual care, education and supportive environments.
The investment also comes as Kenya continues to pursue local manufacturing and value addition as part of efforts to strengthen its industrial base, create economic opportunities and reduce reliance on imported consumer goods.
Through local production, SOFY Unicharm East Africa expects to contribute to the country’s manufacturing ecosystem while developing its capacity to serve the wider regional market.
Sustainability will also form part of the company’s growth strategy, with plans to explore responsible product use, waste management and resource circulation alongside efforts to improve access to menstrual health solutions.
The company said its approach would draw on Unicharm’s wider commitment to creating social, environmental and business value, while supporting Kenya’s manufacturing ambitions.
Guided by Unicharm’s corporate brand essence, “Love Your Possibilities”, the new venture aims to build a business that combines Japanese technology with Kenyan market expertise to serve women and girls across the region.
The launch signals the partners’ intention to establish Kenya as a base for expanding access to personal hygiene products in East Africa, with local production, affordability and menstrual health education forming central pillars of the strategy.
The joint venture aims to strengthen local manufacturing, improve access to affordable personal hygiene products and expand the supply of sanitary products to neighbouring East African markets.
The company will integrate product development, production, sales and marketing in Kenya, combining Unicharm’s global expertise in personal hygiene with local market knowledge and distribution capabilities.
Unicharm Corporation President and Chief Executive Officer Takahisa Takahara said the launch marked a long-term commitment to supporting women in East Africa through products and solutions tailored to their needs.
“We are declaring our strong commitment to standing beside women in East Africa, understanding their needs, supporting their possibilities, and growing together with them,” Takahara said.
He noted that SOFY Unicharm East Africa was the first Unicharm local subsidiary to feature the SOFY brand in its corporate name, reflecting the importance the group places on the region and its women consumers.
The company plans to build on its feminine care portfolio by introducing additional products informed by local demand, including baby care products such as diapers.
Managing Director Daigo Fujiwara said the business would focus on addressing hygiene challenges, supporting women’s health and dignity, and reducing period poverty through reliable and affordable feminine care solutions.
We aim to empower women to live with greater confidence and participate fully in society.
The launch builds on the SOFY brand’s entry into the Kenyan market in 2023 with its premium SOFY Deep Absorb sanitary pads.
In January 2025, the company introduced locally manufactured SOFY Long Lasting pads, an affordable alternative designed to reflect Kenyan consumers’ purchasing power and needs.
The company has also introduced single-pad sachets following consumer feedback that the cost of sanitary products remains a barrier to access.
The approach is intended to widen access to menstrual care products, particularly among consumers who cannot readily afford larger packs.
The company said it would continue working with consumers, communities, non-governmental organisations and government institutions to develop solutions that address local needs.
Menstrual health education is another focus of its operations. Through the SOFY brand, the company has partnered with organisations including the Japan International Cooperation Agency (JICA), the United Nations Population Fund (UNFPA) and UN Women Kenya on menstrual hygiene awareness and educational initiatives.
The programmes aim to improve knowledge about menstruation, encourage open discussions and challenge the stigma and cultural taboos that can prevent girls and women from accessing information and support.
The company cited estimates indicating that approximately 54 per cent of girls in Kenya have experienced challenges accessing sanitary products, underscoring the need for affordable menstrual care, education and supportive environments.
The investment also comes as Kenya continues to pursue local manufacturing and value addition as part of efforts to strengthen its industrial base, create economic opportunities and reduce reliance on imported consumer goods.
Through local production, SOFY Unicharm East Africa expects to contribute to the country’s manufacturing ecosystem while developing its capacity to serve the wider regional market.
Sustainability will also form part of the company’s growth strategy, with plans to explore responsible product use, waste management and resource circulation alongside efforts to improve access to menstrual health solutions.
The company said its approach would draw on Unicharm’s wider commitment to creating social, environmental and business value, while supporting Kenya’s manufacturing ambitions.
Guided by Unicharm’s corporate brand essence, “Love Your Possibilities”, the new venture aims to build a business that combines Japanese technology with Kenyan market expertise to serve women and girls across the region.
The launch signals the partners’ intention to establish Kenya as a base for expanding access to personal hygiene products in East Africa, with local production, affordability and menstrual health education forming central pillars of the strategy.
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