Alexami Cosmetics launch Benelux Operations at Professional Beauty & Wellness

Australian mineral makeup company Alexami Cosmetics were treated to a positive reception when they exhibited at Professional Beauty & Wellness expo in Belgium, held over the weekend of October 2-3, 2011.

The event marked the official launch of Alexami Cosmetics into the Benelux region of Netherlands, Luxembourg, and Belgium. Alexami Cosmetics appointed a Belgium-based distributor in July.

Alexami’s foray into the Benelux market was cemented with a 2nd placing in the Professional Beauty & Wellness Innovation Awards.

All of the 100 + Professional Beauty & Wellness exhibitors were welcomed to submit their new products launched in 2011. Ten were nominated as finalists, and the estimated 5000 expo visitors were encouraged to vote for the products they deemed most innovative. Alexami Cosmetics was proud to be nominated for an award, and judged 2nd place in the Innovative Products category.

Alexami founder Alenka Dirnbek was pleased with the launch. “Public and B2B reaction to the brand’s exhibit at the expo was overwhelmingly positive, and seemed to point to some great partnerships ahead.”

In the Benelux territories Alexami Cosmetics will be stocked through select beauty salons, spas, and dermatologists, and supported by a new Alexami Belguim website –

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