In Nairobi spas, body scrub is big business

The $5.6 trillion wellness industry is going all out to get its hands on your body.

The women who mostly frequent these body scrubbing spas say it is all in getting smoother, softer skin with a lasting glow.

For Loice Matiro, full body scrubbing has become more than a beauty treatment for her. It is an essential part of her self-care routine.

Her body scrubbing journey began after a work trip to Garissa, where the dusty, hot environment left her skin feeling dull and dry.

“I came from a job in Garissa,” she says, “and you know Garissa, it’s hot, dusty. I just wanted to get rid of that layer of dust and sunburn that felt like it clung to my skin.”

After her first visit to the spa, she was hooked. Now, in her second year of monthly scrubbing sessions, Ms Matiro could not be happier with the results.

“My body is brightening; it is smooth, and I love it,” she says.

The benefits, she says, have extended beyond glowing skin.

“I have not had any allergic reactions because the scrubs they have been using on me are organic,” she says.

Her favourite? The glycolic 

scrub. “It has worked for me, I had rashes and scars, there was even this stubborn scar on my leg, but now it is almost gone.”

How much does she spend in a month on going to a masseuse to have her body scrubbed?

“Every month I sent aside Sh5,000 for my body scrub,” she says.

Body scrubbing is common among clients in their 30s and 40s.

“In their 20s, people are still figuring things out, but by the time they are in their 30s, there is a shift toward looking after their bodies,” says Maria Odhuno, an aesthetician at Alycer Esthetics in Nairobi, who does body treatments.

This age group, often juggling family and career, finds value in taking time to nurture themselves and invest in treatments that improve their well-being, she says.

“People want to glow, and scrubbing is now a go-to because it not only exfoliates the skin but enhances that radiance everyone seeks,” she says.

The body scrub market size was valued at Sh2.16 trillion ($16.78 billion) in 2023 and it is poised to grow as people fall in love with Vichy showers, milk and wine treatments, steam rooms, infrared sauna, and jacuzzis, among others.

Social media has played a significant role in the body care boom. Many clients go to spas after seeing social media influencers showcase scrubbing as part of a luxurious lifestyle.

“It has become a bit of a status thing,” Ms Odhuno says. “People want to experience what they see online, and once they try it, they love it.”

This wellness trend has expanded to include not only women but also a growing number of men who are recognising the value of skincare.

At Hemingways Spa in Karen, men now make up more than 40 percent of the clientele. Initially, men visited the spa for massages to relieve muscle tension, but they soon discovered the benefits of scrubbing.

“More men are becoming conscious about their grooming and skincare,” Elizabeth Njeri, the spa manager, says. “A lot of them come with their partners now, and they are just as eager to take care of their skin.”

A simple bar soap does not cut anymore, and spa entrepreneurs promote head-to-toe routines that use tonnes of products, from creams that brighten the skin to those that promise to firm the skin.

Ms Odhuno says these scrubs, from Moroccan, coffee to glycolic scrubs reflect the diverse needs of their clients, and specific benefits.

“Brightening scrubs, for instance, rejuvenate the skin and give it a lighter, even tone, making them especially popular for those looking to reduce skin dullness,’’ she says.

For a deeper exfoliation, she says clients, especially men often choose coffee scrubs, which remove dead skin and leave a healthy glow.

“The Moroccan bath not only exfoliates but also hydrates, making it ideal for those who want extra glow,” she adds.

Besides body, spas are also seeing an increase in demand for massages, facials, and aromatherapy. Most people combine their scrubs with massages, facials, and saunas, making the most of their time at the spa.

Some have fallen in love with the Cleopatra ritual, a treatment that includes a Kenyan sun-kissed mask, an aromatherapy massage, and a glass of wine, offering three and a half hours of indulgence.

“It’s not just about skin care,” Ms Njeri says.

“It’s a holistic wellness experience designed to pamper both body and mind. People are looking for a chance to relax, de-stress, and rejuvenate.

Regular monthly exfoliation helps open up the skin, improving circulation and allowing it to better absorb moisturisers and serums.”

Even for those with sensitive skin, scrubbing can be beneficial with the right products. “The key is to tailor the treatment to each individual’s skin type.”

The scrubbing also extends to pregnant women, as it helps alleviate common skin issues like dryness and swelling.

At Alycer, a full scrub and massage combo costs Sh14,500, while Hemingways offers premium packages like the Cleopatra ritual for Sh30,500.

But are these body treatments safe?

Alma Anyango, a skin consultant at Geno Beauty, says it is important to be cautious of skin care practices like exfoliation.

“It depends on which part of the body and whether it is a physical exfoliate where scrubs fall in, or chemical ones that exfoliate your skin without you even noticing,” she says.

The expert warns against physical exfoliation, “Physical exfoliation, damages your skin barrier, it strips you of your natural oil and moisture. This damage can lead to sensitivity and redness.”

She advises those who frequently indulge in spa treatments to consider switching to gentler methods, “You can consider changing from physical exfoliation to the chemical exfoliates, which are more gentle because you just apply, then it removes the dead skin.”

Ms Anyango also stresses the importance of sun protection after exfoliating, “Any time you are exfoliating, you must apply sunscreen. Most people usually think that moisturising is only limited to people who have normal to dry skin, but actually, everyone needs to moisturise because African skin is very dehydrated,” she says.