‘Clean’ skin care for babies: endota launches in Thailand to fill gap in the market
Founded in 2000, the company claims to be Australia’s largest spa company with over a hundred outlets in its network.
However, it is marking its entry into Thailand with the launch of endota Organics Nurture, a line that was developed in conjunction with Dr. Hayley Dickinson, an Australian scientist that holds a PhD in reproductive physiology, pregnancy and perinatal health.
With its launch, the company hopes to tap into the mother and baby care segment where it has identified a gap in the market for ‘clean’ products.
“People are recognising the importance of quality made products. What we put on our skin is just as important as what we eat… Consumers are recognising this and the trust in Australian skincare, particularly in established brands that are certified organic,” said CEO and founder, Melanie Gleeson.
Additionally, she told CosmeticsDesign-Asia that the endota Organics Nurture range was the best way to introduce consumers to the company and brand.
“In establishing a relationship built on trust with our Thai customers, there is no better range than our endota Organics Nurture range… To tap into the special bond a mother and her infant has and supporting her with safe and effective skincare product will be a great way to launch into a sophisticated Thailand market.”
The company has partnered with PJ Trading Group to launch the endota Organics Nurture range online and at select retailers in Thailand, including All About You, which focuses on natural and organic beauty products.
“All About You is a like-minded retailer, that understands the importance of health and wellness, and the importance of safe beauty and skincare products that are certified natural or organic,” said Gleeson.
The company recently began actively been pursuing an international expansion to markets such as China.
“Over this 20-year period, it was a conscious decision to only pursue the international markets when we were confident the business was ready. Over the past 18 months, we have commenced our international expansion journey, and taken up activity to initiate the building of our brand awareness internationally,” Gleeson told CosmeticsDesign-Asia.
Gleeson said that the company saw plenty of opportunities in Thailand as it is South East Asia’s largest economy and one of the fastest-growing beauty markets in the region.
“The opportunities for endota in Thailand are not dissimilar to what has driven the success of endota in Australia,” she said.
“Living a life of wellness is the single largest contributor. Consumer awareness of quality products, including certified organic skin care products, are amongst the most desired, and seen as a part of living a healthy lifestyle.”
Moving forward, Gleeson said the company would play an active role in assisting its distributors in launching endota Organics Nuture.
She hinted that the company’s next step will be to extend its reach through the spa treatment space in the Thai market.