With the easing of travel restrictions, BEAUTE LUXE reactivated its travel retail operations, bolstering its presence in more than 100 duty free shops across Africa
Dubai-based travel retail specialist, BEAUTE LUXE, continues to build its legacy in Africa while laying the foundation for a strong presence in India through a strategic partnership with BEAUTY CONCEPTS.
A robust foundation on African local markets
According to CEO David Dayan, the tale of BEAUTE LUXE in Africa is one of strategic adaptation and robust growth. With his travel retail expertise, Dayan founded the company in 2019 with the ambition to conquer the African travel retail market. However, the COVID-19 pandemic necessitated a shift towards local markets.
In collaboration with L'Oréal, BEAUTE LUXE introduced dermo-cosmetic brands such as La Roche-Posay and CeraVe in Africa, opening wholesale stores and warehouses in Rwanda, Burundi and Uganda. This initiative aimed to efficiently supply local pharmacies, and allowed the company to create solid roots on the African continent, forging strong ties with local communities and meeting a growing need for quality dermocosmetic products.
BEAUTE LUXE CEO David Dayan being interviewed by GTR Magazine's Editor-in-Chief Hibah Noor
Dynamic re-engagement in African travel retail
With the easing of travel restrictions, BEAUTE LUXE reactivated its travel retail operations, bolstering its presence in more than 100 duty free shops across Africa. The company expanded its brand portfolio, incorporating prestigious names and catering to a varied demand in perfumery and skincare products. The company points out that Africa, with its burgeoning market, offers fertile ground, especially in the perfume sector dominating the travel retail market. However, the skincare sector, although underrepresented, is seen as a growth avenue, signaling untapped potential that BEAUTE LUXE aspires to develop.
Strategic partnership in India: The union with BEAUTY CONCEPTS
Fortified by its success in Africa, BEAUTE LUXE is now eyeing the Indian market through its partnership with BEAUTY CONCEPTS. This collaboration was inaugurated at the TFWA World Exhibition last year in Cannes, laying the foundation for a fruitful joint venture. The partnership envisions developing a network of BEAUTE LUXE stores in India, specifically targeting the duty paid market. The opening of the first store in Kolkata was, Dayan says, a resounding success, catalyzing the opening of 20 more stores across India, with a vision for an even greater expansion on the horizon.
With an ambitious goal of 35 stores in India by next year, BEAUTE LUXE and BEAUTY CONCEPTS are working in tandem to redefine the luxury shopping experience in the country
The partnership with BEAUTY CONCEPTS, which brings deep understanding of the Indian market, is central to this expansion, offering a synergy between local knowledge and BEAUTE LUXE’s global expertise.
Future ambitions and continued expansion
With an ambitious goal of 35 stores in India by next year, BEAUTE LUXE and BEAUTY CONCEPTS are working in tandem to redefine the luxury shopping experience in the country. At the same time, the BEAUTE LUXE team, still committed in Africa, continues to explore opportunities to strengthen both travel retail and local markets. The frequent travels of the team between Africa and India symbolize a well-orchestrated global strategy aimed at optimizing operations in these key markets. Dayan's long-term vision is that of a company that not only meets the needs of local consumers but also continues to innovate in the travel retail sector, promising a bright future for BEAUTE LUXE on the international stage
