Aloe vera cosmetics company launches in the Philippines
New marketspace
Julie Fittler-Charanduk, Director, International Marketing and Product Development at Cosmetic Manufacturers and founding family member of Grace Cosmetics teamed up with Myrna Yao, President and CEO for the Philippine market of Grace Cosmetics Industries to launch the natural and organic brand.
The brand is a division of the Fittler-Charanduk family’s company, Pro-Ma Systems, which accessed the exclusive rights to use aloe vera-based skincare products.
Adding the Philippines as a key distribution channel will enable Grace Cosmetics to appeal to a consumer audience, who seek natural and organic products.
Selecting aloe vera
With dermatology and cosmetics forming a powerful partnership in the beauty sector, Grace Cosmetics leverages this demand by providing cosmeceutical grade aloe vera that contains natural, certified organic and botanical ingredients.
Grace Cosmetics — which includes a collection of mists, exfoliants, facial foams, creams, serums and make up — now manufactures all its skin care products in Australia.
As the brand adopts a direct-selling approach, skin care items and cosmetics are delivered directly to the seller at home to distribute accordingly. In addition, the packaged products are also targeted at beauty salons and online, with selling capabilities possible online.
Changing lifestyles
Euromonitor International reports how the beauty and personal care segment in the Philippines has benefitted from consumer lifestyle trends, particularly when it comes to skincare, as consumers look towards niche categories and those that support their health.
Grace cosmetics’ brand mission is to empower women and heal bodies. By utilising ‘Certified Organic Aloe Vera rather than water’, it is able to achieve ‘age-defying benefits, lightened age spots, decreases in fine line and wrinkles, stimulation of collagen production and reductions in pigmentation’ the company’s website states.
Encouraging ethics
The brand takes advantage of the Therapeutic Goods Administration of Australia which governs the safety of cosmetics products, which states that animal testing is not required.
This enables alternative testing methods to take place instead, and so the brand ensures that all of its products are 100% free from animal testing.
The sustainability message is such a fundamental part of the natural and organic brand’s overall identity that both Grace Cosmetics and Pro-Ma Systems state on their website that they limit the use of palm oil or palm oil derivatives and ensure suppliers belong to the Roundtable on Sustainable Palm Oil (RSPO).
