Beaute Luxe evolves from distributor to integrated travel retail operator

Beaute Luxe has moved beyond its role as leading selective beauty distributor in Africa and India to control the entire travel retail value chain. The group now manages everything from brand sourcing to direct customer sales across more than 260 points of sale.

The transformation spans multiple operational areas. Beaute Luxe has secured new brand partnerships with Sol de Janeiro, Lalique, Superdry, Elie Saab and Chopard, expanding a portfolio that already includes Yves Saint Laurent, Jean Paul Gaultier and Hermès. The company handles complex logistics and product delivery across African and Indian markets where infrastructure challenges demand specialized solutions.

“With these strategic openings, Beaute Luxe is no longer just an intermediary; we are becoming a global player, able to guarantee both our partners and end customers perfect consistency between selection, availability and experience,” says David Dayan, CEO of Beaute Luxe.

‍Direct retail

Beyond distribution, Beaute Luxe provides selective retail partnerships with airports and retail partners through customized furniture design, its own in-house training program and premium promotional activities. Thanks to its 15 boutiques in Indian airports — including Goa, Kolkata and New Delhi — Beaute Luxe has created a dedicated internal academy to shape its staff with the unique “Beaute Luxe touch.” This ensures that teams deliver a premium customer experience and promote the company’s portfolio of brands at the highest standards.

“Our partnership in India with Beauty Concepts, led by Rajiv Bahety, has been a real success,” Dayan says. “Our perfumeries have far exceeded expectations in terms of revenue and footfall.”

The company’s vertical integration creates a complete operation with over 45 prestigious brands, managing every stage from assortment design to point-of-sale customer experience.

“The Kathmandu flagship store embodies this ambition,” Dayan expands. “Dedicated to premium and high-end fragrances, it offers an international showcase in a rapidly growing tourist destination. As for the proprietary airport boutiques, they mark a new era for Beaute Luxe: that of a distributor becoming a retailer, ensuring brands premium visibility while strengthening control over the customer relationship.”

Targeted growth

The approach targets emerging markets, where Beaute Luxe is able to apply its understanding of both local consumer preferences and operational challenges. Present across more than 42 countries, with direct retail operations backing its distribution network, Beaute Luxe is expanding its travel retail presence in Africa and India.

The company’s plans are far from complete. Dayan plans to replicate this integrated model in other high-potential markets, making international beauty accessible while maintaining luxury retail standards in Africa.