The organic make-up company recently established a strategic partnership with the Royal Family of Bahrain.
With the partnership, the brand will be able to market its products with its royal stamp of approval and the endorsement of Her Excellency Emanuela Al Khalifa. This means Her Excellency will represent the brand in the Middle East, where she has an expansive network of contacts.
Furthermore, founder and CEO Nerissa Low has received a coveted invite to speak at The Royal Investment Summit in May this year, where she will be able to pitch the brand to a network of royal families and high-net-worth individuals.
According to the official website of The Royal Investment Summit, Liht Organics is the only Singaporean brand invited to the event this year.
Low told CosmeticsDesign-Asia that with the partnership, the possibilities now seem “endless” for her brand.
“The interesting thing about this partnership is that it opens us up not just in Bahrain and the UAE, but in all the other GCC countries as well. Having such as good presence in the Middle East will put us in a good position to expand to the rest of the world.”
With this partnership, the company is confident it will be able to see at least 450% revenue growth by the end of this year.
“Realistically, we’re looking between 450% to 600% growth this year. But my actual target is 600% because I feel that will put us on the fast track towards our eventual goal, which would be to sell the company for $1 billion. That’s my big goal in five years, so I don’t have a lot of time,” said Low.
Liht Organics began its expansion into the Middle East in 2019. It subsequently continued to expand its presence there despite the COVID-19 pandemic, a move Low described as “suicidal”.
Today, it is available in 24 retail outlets in the Middle East, mainly Dubai and Abu Dhabi. It is scheduled to launch in Debenhams UAE this month. By the end of this year, it aims to be available in 200 retail outlets.
Low revealed to us that the company has several deals on the table as well. “We haven’t closed the deals on those yet, but it looks positive. I’m hoping to launch in a few other international retailers by July.”
Low believes that success in the Middle East would boost the brand’s standing in the global beauty market as its consumers there are known to be very particular about the quality of cosmetics.
“People know that in the Middle East, they will go for quality because they can afford it. Even in China, they love the idea that we are sold in the Middle East. Now that we’re backed by the [Royal Family of Bahrain] it gives our brand additional credibility.”
Last year, the company also broke into the Chinese market via Alibaba-owned Tmall Global, where it has seen healthy growth.
As part of its international expansion, the firm is exploring plans to strategically position itself in markets such as Africa, said Low.
“I love going for markets that most people won’t think of going into because while everyone is focusing on the US or Europe, I am tapping into these other markets where not many people have a direct reach in.”