Emami has entered into the alliance with hair and skin care brand, Brillare. By teaming up with the professional salon name, Emami will receive compulsory convertible preference shares (CCPS), resulting in a 26% equity stake on conversion, based on achieving agreed future performance.
A premium pairing
Using natural ingredients, the premium hair and skin care name has developed a portfolio designed for professional salons. To coincide with core consumer trends, Brillare has also created a multifunctional and customised beauty treatment that can be personalised to look after multiple hair and skin concerns at the same time.
Emami’s 26% equity stake in Brillare represents the personal and health care name’s first move into the professional salon segment.
“With increasing aspirations of people to look and feel good, demand for specialised and professional personal care products and treatments has increased,” said Harsha V Agarwal, Director, Emami.
Growing trends including rising disposable incomes, urbanisation and living standards point towards a preference for high-end products and services that offer personal grooming. This represents a direct opportunity for professional salon and spa treatments to appeal to their target audiences and broaden their offerings.
Emami has recognised that these trends have impacted both male and female demands for spa and salon treatments, and that, therefore, the professional treatment segment is both thriving and lucrative.
Leveraging the natural segment
“Brillare products are based on nature and science, resulting in high-quality innovative products that are the perfect answers to today’s discerning consumers, who do not hesitate to spend a little more on premium quality professional treatment,” stated Agarwal.
Available in salons and via select e-commerce platforms such as Amazon and Nykaa, Brillare is now looking to its next stage of development.
“Emami with its strong business insight and deep industry experience is a perfect partner to help us accelerate our growth and take it to the next level,” commented Jigar Patel, Founder & CEO, Brillare.
Speaking about his hopes for the duo moving forward, Agarwal added: “Together, we aim to become the most aspiring, innovative focused and consumer loved brand originated from India.”