Unicharm Corporation, Toyota Tsusho Corporation and CFAO Kenya Limited have formally launched Sofy Unicharm East Africa Limited in Kenya, creating a Ksh 2 billion joint venture aimed at expanding access to quality, affordable hygiene products in East Africa.

The venture combines Unicharm’s global expertise in personal hygiene with local market knowledge, integrating product development, production, sales and marketing within Kenya and planning to supply neighbouring markets.

Sofy’s brand entered Kenya in 2023 with the premium Sofy Deep Absorb product, followed in January 2025 by the locally produced Sofy Long Lasting, an affordable option designed for Kenyan purchasing realities.

Responding to consumer feedback, the company also offers single‑pad sachets to lower cost barriers, reinforcing its commitment to ending period poverty.

Sofy’s approach relies on co‑creation with consumers, NGOs, government bodies and community groups to tailor solutions to local needs, including extensive menstrual health education programmes in schools and communities.

Partnerships with organisations such as JICA, UNFPA and UN Women Kenya support awareness campaigns that aim to break stigma and improve knowledge about menstruation.

The initiative aligns with Kenya’s broader menstrual hygiene management goals, where roughly 54 % of girls report challenges accessing sanitary products.

Sustainability is embedded in the venture’s growth strategy, with local production intended to bolster Kenya’s manufacturing ecosystem and explore responsible waste‑management practices.

Unicharm President and CEO Takahisa Takahara highlighted the plan to adapt the company’s global knowledge, including baby‑care technologies, to regional needs, while Managing Director Daigo Fujiwara stressed the commitment to improve women’s health and dignity.