BtoB Events, the organiser behind Beauty West Africa and West Africa Automotive Show, is launching two trade shows in Kenya. East Africa Automotive Show (EAAS) will take place 19–21 October 2027, followed by Beauty East Africa (BEA) on 15–17 February 2028. Both will be held at the Sarit Expo Centre in Nairobi.
Organisers say each launch edition will cover 3,000sqm and host more than 100 exhibitors.
The move follows eight years of growth in West Africa. Beauty West Africa launched with 51 exhibitors. Its eighth edition, opening in Nigeria next month, is sold out with more than 400 exhibitors and has grown from four halls to six in a single year. West Africa Automotive Show hosted 241 exhibitors in 2026, up 47% on the previous year.
Both shows are designed around one problem: international manufacturers struggle to reach markets where much of the trade still moves through independent distributors, wholesalers and traders rather than large retail chains. BtoB Events’ research found that the automotive and beauty sectors in East Africa are structured much like those it serves in West Africa.
EAAS will connect international automotive aftermarket and parts suppliers with local distribution channels. The Kenya Association of Manufacturers reports that around 95% of the country’s vehicles are imported, most of them used, which creates sustained demand for parts and servicing.
BEA will bring beauty and fragrance producers from around the world together with East African retailers, distributors and importers. Kenya’s mass beauty and personal care market reached KES80.6bn (US$620.4m)in retail sales in 2025, up 18% on the previous year, according to Euromonitor International.
Both shows will draw buyers from across the East African Community and Ethiopia, supported by an international hosted buyer programme.
Jamie Hill, CEO and co-founder of BtoB Events, said: “Since 2018, BtoB Events Ltd have built the largest portfolio of trade exhibitions across West Africa, hosting over 20,000 visitors and 2,000 exhibitors annually. This happened through fully immersing ourselves in the market … and because we built a strong understanding of how international manufacturers need to connect with markets where most trade still moves through independent distributors, wholesalers and traders rather than big retail chains. Kenya and the wider East African Community work in a similar way. We’ve done the research and adapted the model for the region. Before we’ve announced a single detail, exhibitors from China, India, Türkiye and Nigeria have already booked stands. The demand is real, and East Africa has waited long enough for shows built around how its markets actually trade.”
The launches come as Kenya positions itself as a serious player in the global exhibitions industry. The inaugural Africa Exhibition Forum takes place on 4–5 December 2026 at the Sarit Expo Centre, supported by UFI, the Global Association of the Exhibition Industry, and UNIDO. Jamie Hill will speak at the forum.
