‘Diverse products’: Canada’s Voir Haircare on tapping into India’s growth opportunities

Voir Haircare is distributed in Canada, United States, and the United Arab Emirates (UAE), so its partnership with Cossouq would mark its first expansion into Asia-Pacific (APAC).

The firm sees a demand for international brands in the booming beauty market in India​, and is aiming to secure a slice of the pie.

In an interview with CosmeticsDes​ign-Asia​, vice president of global sales, Amandeep Randhawa, said that there was a demand for scalp care, natural and organic, as well as multifunctional products in India.

She added that both its vegan and detox scalp care range would particularly appeal to Indian consumers.

 “Indian customers are into ayurvedic, medicinal, plant-based products. Growing up in an Indian household, I know they also love massaging the scalp and are into hair oils.​

“I think scalp care will be huge in Indian market because​ they're looking for products that can help to promote hair growth and reduce hair fall.​

“Multipurpose products like our shampoos and conditioners would do well as well. But overall, I think scalp products would do better than the rest as Indian consumers feel that it’s as important to look after your skin.”​

CosmeticsDesign-Asia​ had previously reported about scalp care becoming an increasingly important concern among consumers​.

International brand for diverse hair types​

On plans to localise its product development, Randhwa said that it would centre its production in Canada to keep quality control in check, but it has a R&D team that does research on the needs of every region “to make a product good for all markets.”​

“I think that's kind of the advantage for us being a Canadian brand because we have very multicultural team with people coming from all backgrounds. So, it makes it easier to make products whether they’re for Europeans, Asians, North Americans.”​

The firm recognised the diversity in hair care preferences in different Indian regions, and said that its products were designed for all hair types, including for curly, frizzy, and coiled hair.

“I think, for us moving forward, it's important that we need to consider all the factors when we make future products, whether it’s the Indian, Chinese, South Korean or other markets in the Asia region that we want to expand in.”​

Partnership with Cossouq​

Voir Haircare specialises in salon-grade hair care products spanning shampoo, conditioner, hair oil, scalp care and styling products.

Consider its luxury branding, Randhawa explained the need to partner with an exclusive distributor to oversee the expansion in India and ensure that the products are delivered to customers in the market in a “consistent and professional manner.”​

The firm is targeting both online and offline channels for distribution across India.

“We would love to be in brick-and-mortar stores. I think it’s the best way for retail because customers can touch and feel your product and it elevates your brand. While online is great because it’s very convenient, brick-and-mortar has always been my preference.”​

The firm said it wanted to partner with distributors in other parts of APAC, such as South Korea, China, and Singapore for distribution.