The synergy between the Blue Economy (BE) and Circular Economy (CE) is critical for sustainable development, particularly in the context of waste management in Kenya. While BE emphasizes socio-economic benefits and ecological conservation as pillars of sustainable development, CE advocates for a redesign of production and consumption processes to minimize environmental impacts. However, the prevailing emphasis on BE’s economic advantages often marginalizes critical contributors to sustainable waste management such as small to medium enterprises (SMEs), in favor of larger international and government actors. Through qualitative research methods, this study explores the application of CE principles within Kenya’s coastal areas under the BE framework. The findings advocate for a synergy approach between BE and CE, which has been relatively underexplored, offering insights into navigating future managerial practices in coastal waste management processes. It evaluates how government initiatives, international corporations and informal sectors implement CE principles within BE frameworks for a sustainable ocean. this study provides examples on how CE principles such as recycling, refurbishing and remanufacturing can connect with the BE framework to achieve environmental, economic and social benefits. Additionally, it highlights the role of digital platforms in enhancing the visibility and market access of the informal sector.