Australian skincare export brand G&M Cosmetics has acquired P’URE Papaya Care skincare in a move which will help increase G&M’s footprint in both local and export retail markets.
Zvonko Jordanov, managing director and founder of G&M Cosmetics told Inside FMCG that the acquisition will complement G&M’s business and support customer calls for vegan and certified natural products.
“We looked for a business with complimentary distribution channels that could expand our current network and customer base. P’URE Papaya Care skincare range has strong distribution in Europe whereas G&M Cosmetics has a strong network within Asia,” Jordanov said.
“This partnership is going to help us both expand into different channels, locally and internationally. The P’URE Papaya skincare range contains complimentary products to our current portfolio, so this acquisition diversifies our growing product offering and will help increase our customer reach.”
The Sydney-based family beauty business has a presence in over 35,000 retail locations worldwide.
In the last decade it has seen a dramatic rise in exports especially into the Asian market. Its Australian Creams brand was voted the Most Trusted Australian Brand in China in the 2018 Australian Brands in China Index. The company’s products can be found in more than 30,000 retail outlets in China including Walmart China, Carrefour Supermarket, Vanguard Supermarket, Lotus Supermarket, Grandbuy, and Nepstar DrugStore Pharmacy.
“One of the points of difference and the key to G&M’s success in the export market has been that the focus on high grade, natural Australian ingredients such as Eucalyptus Oil, Lanolin, Emu oil, Macadamia Oil, Tea Tree Oil and Kakadu plum. Using these products at the front and centre of our packaging rather than focusing on our brand name has made a difference,” Jordanov said.
“As well as operating our own Tmall flagship online store, it is this mix of offline and online models that has been one of the key success in the China market.”
Over the last few years the company has also exported to markets in Asia like Hong Kong, Singapore, Taiwan, Thailand, Vietnam and Malaysia and now entering Philippines and Indonesia.
“We are always looking to innovate our products and brand offering and tailor make them to suit the needs of our customers both locally and overseas,” Jordanov said.
G&M Cosmetics will manufacture P’URE Papaya Care skincare range in its own Sydney factory to maintain full control of the production process.
