Beauty for the sole: Luxury foot care brand eyes ‘massive potential’ to fill unmet needs in Asia

Margaret Dabbs is a British podiatrist and entrepreneur who has gained recognition for her expertise in foot care. She is considered a pioneer in the field of podiatry and is known for her innovative and holistic approach to foot health and beauty.

In 2009, Dabbs officially launched her eponymous luxury foot care brand, offering a wide range of foot care products, including creams, oils, exfoliators, and nail care items.

“We’re a clinic brand, a retail brand, and we have spa partners from around the world. We've now got 12 of our own branded clinics in the UK and we've got two in the Middle East,”​ Dabbs told CosmeticsDesign-Asia.​

The brand expanded into the Asian beauty and personal care market half a year ago following its Middle East expansion.

“We’ve already expanded in the Middle East so the move into Asia is a natural progression for us. This market is really key for us because it’s a market that really cares about wellness and health.”​

“People really like the brand and there’s a point of difference. It’s not just foot care, it’s expert foot care with professional formulations that really work. I think there is massive potential in Asia.”​

She elaborated that with the increased awareness of self-care and wellness, the time was ripe to expand the brand’s presence in APAC.

“More people are paying attention to their feet. It’s very interesting – the age groups we cover are from early 20s right through to the 50s and 60s and even beyond that. We have a lot of male clients as well.”​

The brand hopes to position itself as the expert in foot care in Asia.

“Nowadays, people want experts. Niche brands have become much more popular now because they are experts in an area. I’d love to open my own clinic so watch this space.”​

Dabbs believes the brand’s success boils down to the fact that it provides solutions to common problems people experience. The brand and its products can

“People used to use body lotion for everything. But body lotion won’t work on the feet. The skin there is 12 times thicker, very different to the rest of the body. Also, when feet are enclosed in footwear, there’s bacteria and fungus. You must have very specific products for the feet. I think previously nobody knew what to use and where to buy what they needed. And I think I’ve solved that problem.”​

So far, the brand has been expanding primarily through the travel retail channel. It has worked with airlines Singapore Airlines and Emirates. It has also been available in China through cross-border e-commerce.

The company's main goal in Asia is to expand through offline channels, including brick-and-mortar retailers as well as luxury spas and hotels.

Dabbs hinted that the brand will soon be working with a hotel partner in Asia.

She noted that hotels and spas have been important channels for the brand, as consumers can experience the products first-hand and learn more about foot care.