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Middle East Expansion – Changing the face of beauty

The Halal Cosmetics Company is a Lancashire based premium award winning UK skincare brand which has just expanded into the Middle East. After exhibiting at Beauty World Dubai in 2015 the business assessed several opportunities, with selection based on experience and market share of an established data base of clients and local cultural knowledge, this has steered a collaboration between The Halal Cosmetics Company and NovoCeutix. The entire skincare range launched at the start of Ramadan 2016 and will be available across the Gulf region, with NovoCeutix as the exclusive associate. As news has spread about this exciting partnership the demand has been phenomenal with the majority of the first delivery already reserved for retailers all over the UAE. The market for halal cosmetics is increasing on a global basis and is currently the fastest growing sector within the beauty industry, however nowhere is this trend more evident than in the Middle East where conscientious consumers are searching out halal cosmetics. The director of The Halal Cosmetics Company, Salma Chaudhry has articulated that the company is very excited to have NovoCeutix as its representing partner as the brand understands not only the importance of halal to Muslimswhich is the main growth driver but also that the innovative formula and miracle ingredients used in this premium skincarealong with consumer preference for products free from harmful ingredients such as Parabens and SLS make these products widely appealing to cross section of the population both Muslim and non-Muslim. The Director of NovoCeutix, Lokesh Thadhani has expressed that NovoCeutix is committed to introduce niche concepts and products in emerging markets. We carefully bring those products which are not only high in efficacy but also in harmony with local tastes and cultural preferences. Further products are already in the pipeline and the partnership is also looking to work together in other geographical regions as the halal cosmetics sector is currently one of the fastest growing sectors within the beauty industry. Sandra Thornber, International Trade Adviser and Middle East Specialist from UK Trade & Investment North West, has worked with Salma since the inception of the business in 2013. Sandra commented ‘I am delighted with Salma’s success in the UAE. Companies need to take a long-term view when endeavouring to penetrate Gulf markets. Salma took this advice on board and it has paid dividends. I am pleased that the UKTI teams in both the North West and in the UAE were able to assist The Halal Cosmetics Company in this process, but ultimately it was Salma’s patience, tenacity and unwavering belief in the quality of her products that has lead to her success. We look forward to continuing to work with her to develop new export markets in the future’

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