BASILLIOH RUKANGA, BBC
In Kenya, where being overweight was once widely perceived as a sign of wealth and success, a growing drive to shed excess weight is now taking hold.
Surgical procedures and weight-loss drugs are gaining popularity, with some social media influencers openly sharing their slimming journeys. Their stories have attracted both praise and criticism, reflecting a wider shift in attitudes toward body image, health and beauty standards.
At her weight-loss clinic in the capital, Dr Lyudmila Shchukina now works through a packed schedule.
But it was not always this way for the Nairobi Bariatric Center, which she and her late husband—both originally from Ukraine—founded three decades ago.
When the clinic first opened, Shchukina recalls that it struggled to attract clients. At the time, weight-loss surgery was little known in Kenya and rarely considered as a possible solution for obesity.
Today the facility, which she proudly describes as a pioneer of bariatric surgery in the country, sees between 10 and 15 patients a day.
“It’s a boom,” she says at the end of a long shift.
Changing social attitudes are partly behind the shift.
Kenyans on social media are known for their blunt commentary, and many people—both men and women—have been mockingly told to “unfat”, a slang phrase urging someone to lose weight.
Political activist Francis Gaitho once complained publicly about being cyber-bullied over his weight, with several users responding by telling him to “unfat”.
But Dr Shchukina says most of the patients visiting her clinic are motivated by health concerns rather than online criticism.
Many suffer from conditions linked to excess weight, including high blood pressure, diabetes, infertility, joint pain and chronic back problems. Others simply want to improve their quality of life.
“Kenyans are discovering that obesity is not a sign of wealth — it’s about health,” she says.
Health officials have also raised concerns about rising obesity levels. A 2022 survey showed that in urban areas just over half of women and about a quarter of men were classified as overweight or obese. In rural areas, the figures were lower but still significant, at 39 percent of women and 14 percent of men.
Appearance, however, is also a factor driving demand.
Shchukina says that in the past being a “big size” was often seen as fashionable or desirable.
“Now the fashion is slim, tiny,” she says. “You can see how it is changing.”
Beauty expert Yvonne Kanyi says the pressure on women to achieve an “hourglass figure and flat stomach” has long existed, but access to medical procedures has only recently expanded.
Kanyi, who runs a skincare and cosmetics business and frequently speaks about beauty and entrepreneurship, believes celebrity culture has amplified the trend.
“What has changed is that celebrity influence has normalised medical intervention as part of maintaining a certain image,” she explains.
At the same time, she says more women now feel empowered to make decisions about their bodies “without apology”.
One such woman is Naomi Kuria, a popular Kenyan content creator who has openly shared her weight-loss journey.
The 27-year-old began trying to lose weight in 2024.
She started with regular gym workouts but after five months realised she was not achieving the results she wanted. Instead, she says she gained additional weight and developed severe knee pain.
Friends suggested alternatives such as swimming or dieting, but Kuria wanted faster results.
“How long will I swim to lose a kilo really?” she asks.
That is when she began exploring other options and discovered Ozempic through another content creator.
After consulting a medical professional, she decided to try the drug.
Ozempic is one of several medications—including Mounjaro and Wegovy—now used globally for long-term weight management.
The drug contains semaglutide, originally developed to treat diabetes. Administered through an injection, it helps regulate appetite by affecting hormones that control how quickly the stomach empties and how full a person feels.
Kuria says the injections helped her lose 11kg in about six weeks.
In Kenya, Ozempic is officially available only on prescription. She says she spent about 80,000 Kenyan shillings on the medication.
Although she experienced unpleasant side effects—“throwing up like crazy,” as she describes it—she says she was pleased with the results.
“Every part of my body was really defined,” she says.
Still, she decided to go further.
Kuria later underwent a cosmetic procedure known as AirSculpt, a minimally invasive type of liposuction used to reshape the body.
The procedure removed fat from her stomach and transferred it to her legs, which she felt were too slim.
Altogether, she says she spent about 700,000 Kenyan shillings on the transformation.
Her decision sparked mixed reactions online.
Some followers questioned why she felt the need to change her appearance, saying she already had the “perfect body”. Others criticised the amount of money she spent.
“So you have decided to compete with God,” one commenter wrote.
Kuria says such remarks misunderstood her motivations.
“These were my personal choices,” she says, adding that the criticism initially affected her.
“I’m trending and everyone is talking about me and not even one person is making a positive comment,” she recalls.
Another Kenyan public figure, journalist and content creator Ciru Muriuki, has also spoken openly about her own weight-loss journey.
Speaking on the BBC Focus on Africa podcast, the 43-year-old said many people struggling with weight face both physical and online bullying.
“When I speak to people who are on the heavier side, they talk about being body-shamed and cyber-bullied,” she said.
To manage her weight, Muriuki initially underwent a gastric balloon procedure. The treatment involves placing a silicone balloon inside the stomach to reduce its capacity and create a feeling of fullness.
However, in early 2024, following the death of her fiancé, she experienced severe emotional distress.
She said she lost weight rapidly during that period in an unhealthy way before eventually gaining it back.
It was then that she sought weight-loss injections from a medical professional.
Muriuki insists her decision was not about seeking an easy shortcut.
“It was never like that,” she said.
Doctors still emphasise that healthy diets and regular exercise remain the most effective ways to manage weight in the long term.
But in Kenya, as attitudes toward body image continue to evolve, more people are turning to medical options to help them achieve their health and appearance goals.
