Sami Group set to break into personal care and colour cosmetics

The company wants to initially target India and Malaysia within the Asia Pacific market, according to a statement posted on the Facebook page of its B2C arm, Sami Direct.

Sami Group currently has a global revenue of $100 million and has both manufacturing and distribution reach extending to the US, Europe, Japan, Australia, the Middle East, South Africa, China, Vietnam and the Philippines.

Already supplies cosmetics ingredients to the market​

However, what is specific to the move into the cosmetics arena is the fact that the company also owns Sabinsa Corporation, which is a manufacturer of herbal extracts, cosmeceuticals, minerals and specialty fine chemicals to a number of industries, including the cosmetics sector.

The company already does business with some of the leading personal care and cosmetics players worldwide, in particular serving the natural cosmetics category.

The company also has its existing B2C business Sami Direct, which sells a range of branded nutraceutical products that include Vita Essentials and Macumax eye care.

Launch will include 88 SKUs​

“We are launching 88 SKUs in skin care, hair care and colour cosmetics. Made of natural ingredients, these products will be clinically documented and tested and hence, will stand out in the crowd of products,”​ said Dr. Muhammed Majeed, founder of Sami Group, in an interview with Financial Chronicle.

The company will market the new brand under the ‘Johara’ name and it is expected to be positioned at the premium end of the market, the Financial Chronicle report stated.

The products will be manufactured at a facility in Bangalore, and initially distribution is expected to begin in India, Malaysia and the Middle East, while Malaysia should be added within the next three months.