Building Rwanda’s homegrown beauty industry

In Rwanda’s fast-growing consumer market, two dynamic companies, Vines and Kashlash , collaborated with PUM to elevate their personal care product lines. Both saw opportunity to move from low-cost imported mineral oil based toward higher-added-value cosmetics partly using locally sourced ingredients like avocado oil and sheabutter.

Vines, traditionally producing vaseline-based products, aimed to develop a more premium range with natural ingredients. Kashlash, a detergent manufacturer led by women, sought to expand into luxury soaps, face, and body creams. With a shared goal: to tap into Rwanda’s emerging middle class and the growing need for quality personal care products made locally in Rwanda.

The collaboration with PUM expert Jan Smit began by mapping out Rwanda’s resources and market dynamics. While much of the country’s economy is still agricultural, a rising urban consumer segment, especially in Kigali, presents new opportunities. Product consumption in personal care is closely linked to income, lifestyle, and awareness, and this segment is ready for more sophisticated options.

Jan’s first step was to assess available local ingredients such as avocado oil, moringa oil, shea butter, and turmeric. To reduce dependency on imports, Jan introduced a small-scale oil press, enabling direct extraction from oil-rich crops. This innovation keeps production flexible, empowering entrepreneurs to decide between making or buying raw materials as they scale.

Sharpening the product line

Together, they reviewed market positioning and refined product portfolios. Some existing vaseline-based products were upgraded with improved scent, color, and texture. Others, like emulsion-based creams, were completely new additions. Because high-end creams and soaps cater to specific audiences, urban women and tourists, we developed a focused marketing strategy and clear product segmentation.

Women leading the way

Beyond Vines and Kashlash, other women-led companies are shaping Rwanda’s growing beauty sector. Kandaka, an all-female soap producer, quickly resolved technical production challenges and created its first emulsion cream during the collaboration. Skinparadise’s Eva Soap, founded by Olivia, impressed with its natural soaps. Together they reviewed cost structures, adjusted pricing, and developed a new face cream prototype to expand her line.

Knowledge for the next generation

To build future capacity, a practical workshop was held for the entrepreneurship class at the University of Kigali. Students calculated ingredient costs, pressed oil with the tool, and even formulated their first prototype face cream, a hands-on experience that connected learning with real business opportunities.

Growth at a careful pace

With inflation and high interest rates posing challenges, both Vines and Kashlash are advancing step by step, balancing ambition with financial prudence. The collaboration continues, focused on creating value from Rwanda’s natural resources and building a sustainable, locally rooted cosmetics industry.