Retailers across Nairobi and beyond report surging demand, fuelled by the rise of TikTok, Instagram and e-commerce platforms that reward polished visuals.

Joy Wanjiku, founder of Cherry Accessories at Nairobi’s Imenti House, recalls how her journey into the ring light business began during the Covid-19 pandemic.

Struggling to produce quality videos for her own enterprise, she discovered the power of ring lights.

“We started selling ring lights about seven years ago when the pandemic hit. We were creating videos for our business, but the lighting wasn’t good. That’s when we discovered ring lights and started importing them.”

What began as a solution to a personal challenge quickly evolved into a thriving business.

Today, Cherry Accessories supplies ring lights, LED filming panels, and other content creation tools. Wanjiku hopes that Kenya will eventually manufacture such equipment locally, reducing reliance on imports. “It’s a market embraced by so many people. Everybody wants either a personal or business online platform,” she says.

Initially, ring lights appealed mostly to young, tech-savvy consumers experimenting with emerging social media platforms. However, the customer base has broadened dramatically.

“Even businesses owned by elderly people, such as mitumba traders, are embracing online selling,” notes Wanjiku. “I’d say everybody is our customer.”

The most popular model is the 10-inch ring light, priced at Sh1,000, including a tripod. Compact yet powerful, it provides concentrated illumination that is ideal for facial shots, and it is easy to carry. Customers often purchase ring lights alongside tripods and wireless lapel microphones, highlighting the importance of both visibility and sound in digital sales.

Seasonal spikes occur during school holidays, when young people experiment with content creation. “The biggest sales usually come during the third-term holiday,” Wanjiku says. The entry barriers for entrepreneurs are low: “You can start with one or two pieces. Market them online and, once you receive an order, restock. It’s not capital intensive.”

Cherry Accessories stocks models ranging from 10 to 22 inches, priced between Sh1,000 and Sh5,000. Pocket-sized ring lights retail at Sh650, while battery-powered outdoor kits range from Sh3,000 to Sh8,000.

This diversification reflects a broader trend across Kenya’s retail landscape.

Maryam Wanjage of Hydon Enterprise says that demand has grown steadily over the last six years, mirroring the expansion of Kenya’s digital content ecosystem.

Gen Zs and millennials dominate the customer base, investing heavily in equipment to enhance their online output.

Hydon sells more than 2,000 ring lights per month—around 600 per week. Prices start at Sh1,300 and rise to Sh6,000 depending on size and features. “The bigger the light and the more features it has, the higher the price,” explains Wanjage.

Customers also purchase microphones, stands and advanced lighting equipment.

“Day by day, more advanced lights are emerging than the traditional ring lights, so some customers are now moving to those options.”

Robert Polycap, founder of Ringtech Nairobi, says that women account for a slightly larger share of customers, reflecting their dominance on platforms such as TikTok and Instagram.

“I think it’s easier for them to go viral, so most content creators are women. But many men buy ring lights as well.”

Affordability remains a key driver. The most popular models are the 12-inch and 14-inch ones, which are priced between Sh1,800 and Sh2,500. “With a budget of around Sh3,000–Sh3,500, you can get a good 14-inch ring light,” says Robert. Ringtech sells around 150 units weekly, with models priced from Sh1,000 to Sh10,000.

Like most retailers, Ringtech imports from China. Robert attributes the rising demand to the digitisation of business. “We’ve reached the age of content creation. Everything is online. Businesses have become digital, and if you want to attract customers, you have to market yourself online.”

Unlike Cherry Accessories, which experiences seasonal peaks, Ringtech’s sales fluctuate according to consumer purchasing power and promotions. “Sales usually increase after people have been paid. We also see surges whenever we run promotions,” Robert explains.

Consumer preferences are evolving. While ring lights remain popular, some buyers now request fill lights or LED panels. “We’re seeing people gradually move towards more advanced lighting options,” says Robert.

Despite increased competition, he believes the market has room for growth.

“When we started, there were probably only four or five people actively selling ring lights in Kenya. Today, there are many more traders, but the number of customers is also growing.” Ringtech delivers nationwide, from Mombasa to Kakuma, underscoring the product’s reach.

The rise of ring lights illustrates Kenya’s changing economy. As businesses digitise, visual presentation has become a competitive advantage. For mitumba traders, boutique owners and young influencers alike, a ring light is quickly becoming an essential business tool.

Although imports currently dominate the market, there is potential for local manufacturing, which could reduce costs and create jobs.

As consumer sophistication rises, demand is gradually shifting towards advanced lighting solutions.

Retailers are also diversifying by offering bundles that include microphones, tripods and advanced lighting kits. This reflects a move towards professionalisation, as content creators seek studio-quality production at affordable prices.