The household name in cosmetics in India, Emami has entered into a partnership with Brillare. Under terms of the agreement, Emami invest in Brillare through compulsory convertible preference shares (CCPS), amounting to acquisition of 26 percent equity stake in Brillare.
The manufacturer and marketer of personal care, healthcare and beauty products, Emami has its business footprint in 60 countries in the world. Listed on Indian stock exchanges, Emami is a global FMCG major from India. The company has its business footprint in Russia, CIS, GCC, SAARC and African regions, and subsidiaries in UAE, Bangladesh, Srilanka, Egypt and Australia.
The rapid growth in grooming and beauty consciousness amongst women and men alike, is propelling demand for cosmetics and salon businesses in India. According to a Franchise India Holding report , Indian wellness industry is estimated to be over INR 500 billion in 2017, growing by 30 percent every year. While cosmetic products are sold in retail as well as online, spas and salons constitutes as the third major sales channel for the cosmetics vendors.
In India, Emami already has an established network of 3,500 distributors and 4,000 sub-distributors. Its products are showcased and sold via nearly 7.25 lakh retail outlets in the country. The partnership with Brillare has now given it a direct access to and strong foothold in the professional salon space, the third major sales channel for its products.
Operating under three brands, Brillare Science, Elementi Puro and Root Deep, Brillare is a professional beauty care brand for salons. Founded in 2009 by a formulation scientist, Jigar Patel, these brands cater to the premium segment. It offers natural hair care and skin care products to be used in professional salons and home. With a loyal consumer-base, Brillare’s products are extensively used by spas and salons in the country and are also sold online. Brillare is also into customised beauty treatment helping salon professionals treat multiple hair and skin concerns.
Commenting on the development, Jigar Patel says: “Emami, with its strong business insight and deep industry experience is the perfect partner to help us accelerate our growth and take it to the next level. Together, we aim to become the most aspiring, innovation-focused and consumer loved brand originating from India.”
Harsha V Agarwal, Director, Emami Ltd says: “We are happy to announce our partnership with Brillare. Brillare’s products are based on nature and science are high-quality innovative products. They are perfect answers to today’s discerning consumers who do not hesitate to spend a little more on premium quality professional treatment. We found Brillare’s thinking to be evolved and their innovative thoughts and ideas inspiring. The investment in Brillare is in line with the company’s strategy of exploring professional personal care segment through channels like high-end salons that has the potential to become one of the key channels in the future that requires different capability, expertise and relevant products.”