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Boddess onboards leading global beauty brands as part of retail expansion

Multi-brand beauty retailer House of Beauty – Boddess has onboarded leading global brands Etude House, Dermalogica Cosrx, Klairs, Valentino, Ralph Lauren, Azzaro and OGX as part of its robust retail expansion plans. These global brands will bring with them a host of product categories and SKUs at Boddess’ offline and online stores.

The brand aspires to transform the way people discover beauty and grooming by combining experiential retail, virtual technology and the finest brands from across the world. Through personalized product curations, state of the art gadgets, and some great talent, Boddess Beauty is redefining the ultimate experience of the beauty customer and elevating their commitment to beauty from a transaction to a lifelong relationship.

Commenting on the association, Ritika Sharma, Founder & CEO of House of Beauty under which the Boddess brand resides, said “There is no doubt today that homegrown skincare brands are disrupting the beauty space in India. At the same time, we are witnessing a new phenomenon: demand for global beauty products from Tier 2 and 3 cities. In line with evolving consumer preferences, we want to share the best global experience with our consumers. We are thrilled to welcome these new brands to our store as well as on our online platform and are glad to offer the Indian consumers the best from the world of K-beauty and other internationally renowned brands.”

Paul Lee, Managing Director, AmorePacific India added to this saying, “We are encouraged by the appreciation and overwhelming response that Etude has received from its consumers from different parts of India now. We are excited to include Etude in the Boddess store in Ambience Mall. This will be Etude’s second multi-brand outlet and its first in Delhi. At Etude our endeavour is to provide our customers with the sweet moments in their lives and make them feel excited with the number of sensual colours that the brand has to offer. Discovering one’s true beauty and bringing sweet imagination of beautiful transformation to reality. We have a mix of makeup products, and our engine products are Water Tint, Fixing Tint & Eyebrow pencils. The products are developed to reflect four basic concepts: high quality, affordability, lovely design and a diverse colour range.”

Etude House is a South Korean cosmetic brand owned by Amore Pacific. COSRX was founded in 2013 as a popular Korean skincare brand, with products making significant online ripples among the international skincare community and customers reporting fantastic, tangible results.

Pushkaraj Shenai, Head, ProBeauty Brands, Unilever said on the association: “Dermalogica believes in helping customers achieve their healthiest skin. We are the No.1 choice of skin experts across Europe and USA and bring cutting-edge products and treatments to our consumers. We are very happy to partner with Boddess to bring the globally loved and renowned Dermalogica products to the new host of discerning customers.”

Jua Lee, Team Leader, Wish Company (Dear Klairs) added, “We are thrilled to partner with Boddess Beauty as we continue to drive dynamic growth for Klairs, in India. With this platform, we see an amazing opportunity to expand into new and existing markets and introduce consumers to the world of Korean Skincare. The platform’s commitment to a diversified offering, combined with the Klairs brand portfolio will help us achieve the growth and the success that we are looking for. Since 2010 our team has been researching different ingredients and raw materials to develop functional products that are vegan and cruelty free. Through our products, we hope our consumers can resonate with our core value of living a well-balanced life.”

Klairs – a vegan and eco-friendly Korean skincare brand – is best suited for sensitive skin. It was launched in 2010 in Seoul, Korea, and focuses on developing functional products for sensitive skin. The brand is now foraying into India through the Boddess Beauty platform.

Aside from this, Boddess Beauty is also onboarding OGX, a leading premium Korean haircare brand, with various lines of shampoos and conditioners that provides customised haircare for individuals.

What Research Says

Studies state that the beauty D2C space is expected to continue its reign till at least 2030, growing at a CAGR of 27%. There is a huge market for global beauty products especially Korean brands in India and Boddess Beauty has leveraged this to offer a curated assortment of the best global and home-grown beauty brands.

With the ever-changing business dynamics of direct-to-consumer and e-commerce, along with express deliveries and digital media, global brands have become more accessible to mass consumers. In a hyper-competitive market, the quest for strategic advancement in connecting brands with their target customers is endless. As per Boddess Beauty, Omnichannel retail and a digital-first approach are the way forward, which existing and established brands are leveraging extensively.

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