Happier Skincare to expand to Middle East

Happier Skincare, an India-based beauty brand, is expanding its reach to the Middle East, with a focus on UAE and Saudi Arabia as major markets.

The company is looking to serving the Middle East through e-commerce platform Amazon. In India, along with its dedicated e-commerce store, Happier Skincare retails on a number of platforms including Amazon, Flipkart, and Myntra among others.

The company was established in 2022 and is headquartered in Delhi, India, and specialises in beauty products that are made from ingredients that are termed as superfoods. It also provides pH and dermatologically tested products adhering to clean beauty parameters: paraben-free, sulfate-free, and silicone-free, mineral oil-free, synthetic-dye free and cruelty-free.

The brand is working towards overseas expansions laying the groundwork in the Middle East and carving its presence in UAE and Saudi Arabia with an e-commerce channel approach.

“My indulgence as a beauty blogger helped me identify the pain points and recognize the need for a simplified, transparent, customer-centric skincare brand at par with international standards propelled Happier, and we are currently solving the most pressing gaps in the skincare experience,” said Aakriti Suri, founder of Happier Skincare said in a statement.

The statement added that the company is excited to be contending against established brands from the West, which, when estimated, were found to be at least three times more expensive than Happier Skincare.

Ms. Suri further added that to be a market differentiator and compete with various international brands, the company should be ahead of the current beauty market scenario. She expressed confidence in the unique proposition and that Happier would hold its own against local and established foreign brands.

Despite the crowded local beauty and skincare sector, only a small number of products meet international requirements. As a result, the company devotes a sizeable portion of its funding to the research and development of product formulations that incorporate studied, result-driven superfoods and clinical actives that are vetted and chosen following extensive and in-depth analysis to produce multi-tasking and effective products.

The statement added that the brand believes in the philosophy of inclusivity. Hence, the packaging is braille-friendly so that visually impaired consumers worldwide can read the information on the package correctly.