Pretty expensive? Organic beauty sector blooming

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Pretty expensive? Organic beauty sector blooming
Organic products will be more expensive by default because the raw materials that are used are more expensive.

Dubai - More willing to spend to experience difference of organic products

by

Rohma Sadaqat

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Published: Tue 16 May 2017, 8:21 PM

Last updated: Tue 16 May 2017, 10:24 PM

Consumers today are ready to spend a little extra on themselves if they know that there is a benefit for them in the long run.
This is why the popularity of organic beauty products has soared in recent years in markets across the world, experts at Beautyworld Middle East say.
Vincent Faraco, founder and CEO of Vegetalement Provence, a French brand that creates professional organic cosmetic and beauty products, said that he has noticed a greater demand for green cosmetics and other beauty products in recent years. In addition to being gentler on the skin, people today know that they can get products that improve their appearance while having a healthy effect on their bodies, he noted.
"If you want to dye your hair, then you know that having healthy hair will improve the results of the dye job. The dye will last longer and give better results on hair that is healthy and undamaged. This is what we want to bring to our consumers with our products," he said. "Our products are for both men and women and range from shampoos and conditioners to soaps, haircare and makeup accessories, and even herbal teas. However, all our products are made from all natural ingredients."
He added: "Our target is to create a series of specialty boutiques where we can offer our beauty services and products to consumers. Towards that end, we are looking for a local partner who will help us bring our brand to the UAE and then the wider GCC region."
Jeanne Christensen, international development director at Lea Nature, another French brand that specialises in organic health, food, supplements, and cosmetic products, also spoke about the shift in consumers wanting organic beauty products.
"When you look at the fact that around 60 per cent of the skincare products that you use are absorbed by your skin, then you realise that you need to invest in products that will protect your body and keep it looking healthy in the long run," she said.
She also noted that over the years there has been a misconception that organic products are very expensive - a belief she wants to avoid. However, she explained that organic products will be more expensive by default because the raw materials that are used are more expensive.
"But, we want to ensure that consumers will be encouraged to buy something that is an investment in their health," she said. "We specialise in healthy living, and cosmetics is one of the areas that we are pushing the most for internationally. In France, our So Bio brand already has a sizable market share in the organic and natural mass market. So Bio covers a range of products including cosmetics, facial cleansers, skin care creams, and body lotions. One of our aims is to make organic beauty products accessible to the mass market."
Christensen revealed that a selection of So Bio products will be available across the UAE in certain hypermarkets, and that the brand was also in talks with various pharmaceutical companies to bring some their other more specialised skincare products to the market.
The popularity of organic products has also led to a demand for organic options in traditional beauty products such as henna.
Raju Jethwani, chairman of Eurostar Group, which is the distributor of Golecha Henna, is confident that the brand's 100 per cent natural henna products will receive a warm welcome in the UAE market upon their launch.
"As we know, consumers are buying henna in the market for special occasions such as weddings and other social functions. What is prevalent in the market are chemical-based henna mixtures which have dye added to them. These have resulted in a lot of customers getting allergies when the mixture has a negative effect on their skin. Golecha Henna is a 100 per cent natural mixture that is free from chemicals. It has been in the Indian market for the past 40 years and we are proud to bring this product to the UAE," he said.
Golecha Henna comes in almost 10 different types of products which include nail henna, glitter henna, and white henna. Eurostar is planning to launch the products during the holy month of Ramadan.
"We have a target of having them available in major supermarkets before Eid," said Jethwani. "There has already been a lot of interest from beauty salons in the country."
- rohma@khaleejtimes.com


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