Investment Trade and Industry CS Lee Kinyanjui said the new joint venture aims to strengthen the supply of sanitary products SOFY Unicharm East Africa managing director Daigo Fujiwara speaking at the event /HANDOUT Japanese hygiene products maker Unicharm Corporation, Toyota Tsusho Corporation and CFAO Kenya have launched a Sh2 billion joint venture in Kenya to manufacture and distribute sanitary products across East Africa.
The new company, Sofy Unicharm East Africa Limited, will integrate production, product development, sales and marketing in Kenya, with plans to supply and export sanitary products to neighbouring markets. The investment comes as manufacturers seek to expand local production of hygiene products while tapping demand for affordable sanitary pads in Kenya and the wider region.
Unicharm President and Chief Executive Takahisa Takahara said the company would initially focus on women's hygiene needs before expanding into other personal care products, including baby diapers. The venture will draw on Unicharm's product development and manufacturing expertise, alongside the local market knowledge and distribution capabilities of its partners.
President and CEO of Unicharm Corporation Takahisa Takahara said the company would adapt its products and technologies to the needs of consumers in East Africa. “Starting with women as our focal point, we aim to evolve into a company that supports lifetime value.
We look forward to applying the knowledge and technologies Unicharm has cultivated globally, including baby care and diapers tailored to the needs of this region,” said Takahara. Sofy entered the Kenyan market in 2023 with its Deep Absorb sanitary pads. In January 2025, it introduced locally manufactured Sofy Long Lasting pads, targeting consumers seeking lower-cost alternatives.
The company has also introduced single-pad sachets in response to consumer concerns over the cost of buying sanitary products in larger packs. Sofy Unicharm East Africa managing director Daigo Fujiwara, said the business would focus on providing affordable feminine care products and supporting menstrual health education.