Woolworths launches world-class beauty experience at Sarit Centre #AD

This elevated retail offering introduced a curated selection of globally renowned brands in Kenya for the very first time, alongside an extended WBeauty range and several exciting new product launches.

Over the past 18 months, Woolworths has been focused on deepening its connection with customers in Kenya, building a stronger understanding of their needs.

This has included collaborations with local media personalities, ambassadors, influencers and creative agencies, as well as an expansion into new locations to better serve communities.

“This launch presents a compelling opportunity to expand our fast-growing beauty portfolio and strengthen our presence in the Kenyan market,” said Roy Bagattini, Group CEO of Woolworths.

“It reflects our commitment to building a future-fit business anchored in innovation, quality, and relevance, while staying close to our customers. We are proud to be investing in Kenya and excited about the possibilities this opens for Woolworths and for the future of beauty in Africa.”

“With Sarit Centre, we are creating a destination that goes far beyond a traditional beauty hall. This is about bringing global, luxurious brands to Kenya in a way that feels inspiring, accessible, and distinctly Woolworths,” Julie Maggs, GM for Beauty at Woolworths, added.

“Every detail has been designed with our customers in mind, from the carefully curated fragrance collections to the expansion of our WBeauty range. Our vision is to offer a premium and deeply personal experience that celebrates beauty in all its forms, while strengthening our connection with customers in this dynamic market.”

The Sarit Centre launch delivered on Woolworths’ promise to bring world-class beauty to Kenya.

Customers can now discover:

Laneige, the cult Korean skincare brand known for its hydration-first philosophy.

The Ordinary, globally celebrated for its science-backed skincare and ingredient transparency.

JML, known for innovative, solutions-driven beauty and lifestyle products.

Fenty Beauty, Rihanna’s globally acclaimed line recognised for inclusivity and bold innovation.

A first for Kenya and exclusive to Woolworths Sarit, customers can now explore a premium fragrance destination showcasing global, luxurious collections, including:

Boadicea the Victorious, blending rare global ingredients with British craftsmanship.

Thomas Kosmala, redefining modern perfumery with cruelty-free artistry.

Liquides Imaginaires, founded by Philippe Di Méo, crafts scents that capture life’s transformative moments.

Sillage d’Orient and its Signature Collection, with each fragrance reflecting identity and individuality.

Woods Collection, artisanal creations produced in France by master perfumers.

In addition, Woolworths announced the expansion of its own WBeauty range with a full product launch comprising fragrance, skincare, make-up and bath & body, making high-quality, cruelty-free beauty more accessible than ever. 

As part of the Beauty launch in Kenya, Woolworths partnered with Rummage, a Nairobi-based design studio, to co-create an exclusive bag crafted from upcycled, pre-loved denim sourced at Gikomba Market.

Reflecting Woolworths’ Good Business Journey and its commitment to being one of the world’s most responsible retailers, the collaboration highlighted a shared dedication to protecting the environment and collaborating with local communities.

Woolworths invites customers to visit the new beauty destination at Sarit Centre, Nairobi, and experience global excellence brought to life in Kenya. 

About Woolworths

Woolworths South Africa is a division of Woolworths Holdings Limited (WHL). Woolworths Holdings Limited (WHL) is listed on the JSE Limited Securities Exchange (JSE) with operations across the southern hemisphere.

The Group’s vision is to be one of the world’s most responsible retailers, which reflects the organisation’s passionate commitment to doing good business for our customers, our people and our planet. 

The Group consists of two major operating divisions:

Woolworths South Africa (Woolworths or WSA) is based in South Africa and operates across 11 countries in sub-Saharan Africa; and

Country Road Group (Country Road Group or CRG) is based in Australia and trades in Australia, New Zealand and South Africa.