With a growing number of middle class populations and rising income levels, Africa is becoming a suitable market for western corporations.
Kenya is now home to one of the largest beauty products companies in the United States, Max International. The company is entering the Kenyan market to take advantage of growing demand for dietary products.
Max International is popularly known for the production and distribution of nutritional supplements and beauty products. Its entry into the Kenyan market is aimed at introducing its nutritional supplements for the purpose of addressing obesity challenges in the country.
The company’s CEO, while noting a market potential in Kenya, says that their nutraceutical products help human body cells to fight diseases by producing glutathione or supporting the functions of the glutathione.
Max International will also sell Max Beauty, a product that helps women to celebrate their beauty and boost their confidence.
Speaking at the launch of the company in Kenya’s Capital City, Nairobi, Max International Chief Executive Officer Mr. Joseph F. Voyticky said, “Max is committed to enhancing the health and longevity of people around the world using nutraceutical and personalized nutritional solutions that enhance the body’s ability to manage inflammation, oxidative stress, and the effects of the aging process while strengthening the human body’s natural immune system.”
“Antioxidants are substances that mitigate damage to cells caused by free radicals, which are unstable molecules that the body produces as a reaction to environmental toxins, stress, and other pressures. Glutathione is the most important and abundant antioxidant in the human body,” he continued.
Glutathione is an antioxidant that is present in human body cells, and its function is to boost immunity against common illnesses and aging. As the human body ages and degenerates, the production of Glutathione declines naturally. Max International discovered an innovative way of increasing the production of glutathione in human bodies even as the compound declines naturally.
Max International, which debuted in the United States in 2007, is also present in South and Central America, Asia, and the Oceania. The company also operates in other African countries such as Ghana, Nigeria, and Cote d’Ivoire, all in West Africa.
Its entry into the Kenyan market is a pretext for a major expansion into East Africa and other African Country. The company also plans to expand to Cameroon and the Democratic Republic of Congo in coming months or years.