Tell us about yourself and your journey to founding International Luxury Brand Consultancy
I was always an entrepreneur, which led me from my native France to London where I set up my own corporate gifting company. One of my clients was Harrods and the owner at the time asked me to run the store’s corporate gifting department, it was there that I was first introduced to the world of beauty and I knew this was the path for me. I left Harrods and started working with some incredible beauty brands, one of which was the multi-award-winning REN skincare. I am extremely proud of my time there as I helped grow the brand’s global footprint to 55 countries with over 2000 outlets.
Such international expansion does not happen by accident, you need to have the right strategy, methodology, commercial acumen and connections to be successful. This thinking inspired me to found the International Luxury Brand Consultancy in 2014, which as an agency adds value through experience, expertise as well as creativity. Since then, I have worked with some exceptional brands like Elemis, Philip Kingsley and Orveda, from fragrance greats like Penhaligon’s and L’Artisan Parfumeur to start-ups who are now leading names in the industry.
What does the International Brand Consultancy do?
Everything we do is tailored to each individual client and their specific needs, but our core services centre on multi-channel growth strategies, international expansion, brand management, business and board advisory. My clients range from founder-led brands, well-established groups to private equity firms and government associations. With over 30 years in the business, there are not many areas that I haven’t worked in and I still love it.
I am also a firm believer in the power of connectivity, which is one of the reasons that IL Brand Consultancy has developed a reputation for creating events focused on highly targeted brand-to-distributor/retailer introductions.
What inspired you to partner with Beautyworld Middle East and launch a new section ‘Beauty Beginnings’ at Beautyworld Middle East?
In many ways, it was combined inspiration that came from a conversation with the world Middle East team. Our shared commitment to innovation as well as a passion to support the newer and more niche brands led us to develop the concept of Beauty Beginnings. We wanted to create a beneficial showcase opportunity that creates an invaluable platform for beauty brands making their debut at the show plus it offers potential partners something they have not seen. The beauty industry is very dynamic and discovering a new brand is exciting.
What can we expect to see at Beauty Beginnings at Beautyworld Middle East?
We have some exceptional brands covering a range of different categories and from all around the world. Many are multi-award winning as well as proven in their home markets. The equation of innovation, diversity, success, and differentiation makes for a winning formula. We have pioneers who are changing the face of beauty, sustainability leaders, beauty tech innovators, skincare specialists, artisan fragrances, body care, and much more. In one stylish destination you do get to discover a world of beauty.
A testament to their quality and excellence is the fact that amongst the exhibiting brands, we have finalists in this year’s Beautyworld Middle East Awards.
What are the benefits of Beauty Beginnings for entrepreneurs and SMEs starting out in the MENA market?
The first advantage is being given the opportunity for a smaller brand to be part of Beautyworld Middle East, which is a very important event for any brand looking to enter these markets. We have added to this platform by the creation of a dedicated meeting program that I have worked closely with each brand on. It is not simply a matter of introductions but an understanding of the different market characteristics, the potential for growth, and also the value these brands can deliver to a potential partner. Beauty Beginnings is about making the right connections between the right people.
Why is networking in person at the event so important for beauty entrepreneurs/business owners?
Beauty is a highly competitive industry, there are thousands of brands in the world. For founders and brand owners being able to network at this show is particularly important as they can meet a range of experts from all the fields they would need to enter these markets and further afield. It provides invaluable insight into the different requirements and characteristics which enables a far more effective market entry. Conversely for a partner, the value of a business, particularly with founder-led or new start-ups, is more than just the products it is also the people behind the brand.
What are the current trends in the beauty industry in the Middle East?
With the Middle East, it is important to recognize the diverse characteristics of each market which can lead to a variation in trends. A unifying consideration is the redefining Gen Z audience (which is the most prominent sector in MENA beauty) and it is the values of these digital natives that are particularly shaping trends.
Across all countries, we are seeing how sustainability is continuing to take centre stage. Clean beauty is not just about ingredients and eco-packaging but increasingly there is a growing drive for a more cohesive approach that connects each element of a product, from creation to consumption. This natural focus is inspiring the highly important fragrance category, which is also seeing an increase in the personalization trend. This individual identity approach is becoming a key driver across beauty and the use of enhanced AI tool incorporation is strengthening this.
Other trends include the burgeoning beauty tech sector, growing men’s grooming category, and a rising incorporation of a wider range of skincare ingredients. Hydration and protection have been the dominant products in skincare but expect to see more masks, serums, and eye care that incorporate ingredients such as copper peptides, niacinamide, and other results-focused actives. Scalp care is seeing a surge, particularly in the realms of moisturisation that comes from climatic conditions. Finally, it is the rise of A-Beauty (Arab Beauty) with its fusion of relevance, performance, culture, modernity, and wellness that is playing a major part in the evolution of the Middle Eastern beauty landscape – not so much a trend now but a vibrant movement.
How do you see the beauty industry changing in the Middle East over the next 5 years?
To me the Middle East is one of the most exciting regions for the beauty industry, it’s double-digit year-on-year growth demonstrates how much the industry has advanced in recent years. These financial results are obviously highly attractive but adding to these is the fact that the Middle East is a future-facing market. The highly engaged younger consumer, the booming travel and wellness sectors as well as the commitment to sustainability are creating a very positive dynamic. This influential energy is attracting innovation across the whole of the beauty industry as well as inspiring home-grown brands and I feel over the next 5 years we will see many more Middle Eastern brands becoming stronger internationally.
Why is Beautyworld Middle East a must-attend event for those in the beauty industry?
For anyone involved in the global beauty industry, this is an influential and pivotal event.
It is not just a trade show, but it is a comprehensive gateway to business opportunities, industry trends, leading experts, and international markets plus there are over 2000 exhibitors across different categories and sectors. In many ways what you experience and discuss at Beautyworld Middle East is industry-setting so being part of it helps all sectors of the business of beauty.
Where can readers find out more about yourself and Beautyworld Middle East?
You can discover more at IL Brand Consultancy website: www.ilbc.co.uk
and Beautyworld Middle East: www.beautyworld-middle-east.ae
