South Africans target Australia

Twenty South African beauty brands were unveiled to Australian beauty professionals in Sydney this month.

The brands, all looking for distributors and salon stockists across the country, were on display at Beauty Expo Australia.

Theresa Moller, the CEO of the Cosmetic Export Council of South Africa (which organised the brands’ trip to Australia), said the companies were targeting the Australian market as it was similar to the South African beauty market.

“South Africans have the same skincare needs as Australians because both countries are in the southern hemisphere and have the same hot dry climate – and the same skin problems.”

Brands on display included:

Essel –  Established in 2004, Essel’s four salon brands (Aesphet, DNA-Epinew, DermaPlex and HumanKind) currently offer over 80 products that are “the result of extensive research and development and based on the latest innovations in raw materials and cosmeceutical formulations”.

Katavi – An “all-natural anti-aging skin care collection” the combines ethically sourced indigenous African plant extracts and cutting edge pharmaceutical ingredients to fight premature ageing caused by environmental elements.

Elim – Launched in 2004, Elim aims to narrow the gap between the traditional pampering manicure/pedicure and a medical/podiatry procedure with its luxury medi-pedi and medi-mani treatments.

Black Rose – A premium brand derived “from the essential oil obtained from the world renowned Rosa Damascena flower which is cultivated in countries such as Bulgaria, Turkey and Morocco” as well as other natural ingredients such as rosewater and yoghurt.

Le Naturel –  A luxury natural range featuring South Africa’s indigenous medicinal plants have been used for centuries for their incredible healing benefits and enchanting aromas.

Derca –  An award-winning skincare brand that uses “nano and lipo technology to promote ultimate skin health and fast healing and improvements”.

Seed Essential – Launched just two years ago, Seed is a 100 percent natural skincare range created with “cutting edge technologies and the finest African Miracle Oils”.

Moller said all the brands were “well received” at the Expo as the products were of a high quality and well-priced.

She said three of the companies (Essel, Katavi and Elim) had now appointed Australian distributors and three had found “possible agents” during their visit to Sydney.

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