‘Taking the fight to Europe’: Australia’s G&M acquires vegan skin care brand to further international ambitions

By Amanda Lim contact

- Last updated on GMT

Australian skin care firm G&M Cosmetics acquires vegan skin care range. ©P'URE Papaya Care
Australian skin care firm G&M Cosmetics acquires vegan skin care range. ©P'URE Papaya Care

Related tags: Australia, vegan

Australian cosmetics maker G&M Cosmetics has acquired vegan skin care brand P’URE Papaya Care to further expand the company’s global footprint starting with Europe.

G&M hopes to leverage P’URE’s strong distribution in Europe to enter the market and promote its existing portfolio of brands which include brands such as Australian Creams and Native Australia.

“We are extremely excited to have this brand and make it our own. P’URE fits in well with our portfolio and strategy to be a company that focuses on natural skin care,”​ said Bobby Jordanov, general manager for G&M Cosmetics.

The company has been experiencing tremendous success in Asia Pacific. It is one of the top 10 brands in its home market and has been voted the most trusted Australian brand in China.

“We’ve had good success in Asia Pacific but we like challenges so we want to take the fight to Europe and explore the opportunities to grow our business presence worldwide. We want to use [P’URE] to expand into Europe because our business is not very big there,”​ said Jordanov.

The company has observed a trend in Europe for Australian-made products, especially in the UK.

“In the last two to three years, we’ve noticed there’s rising demand for Australian products. We’ve seen some Australian brands entering the UK market and we’ve always wanted to do it but we have been focused on APAC,” ​said Peter Bosevski, global marketing and sales manager of G&M Cosmetics.

The firm also sees the potential for its brands in Russia, Jordanov added.

“The ‘made-in-Australia’ brand is big worldwide and Russia is a large market with rising consumer standards. Also our products will be very suitable for their climate.”

Expanding P’URE into Asia

Additionally, G&M aims to leverage on its strong presence in APAC to expand P’URE in Asia, where it believes there is a growing demand for vegan products.

“We want to tap into China and SEA and bring P’URE into those markets where we believe natural and vegan products are now mainstream and becoming the standard,”​ said Bosevski.

Jordanov expressed confidence in helping P’URE succeed in Asia. “In Asia, our brand standing is very high and we are confident in expanding P’URE into Asia. It won’t happen overnight but it will be easier for us to expand in Asia compared to Europe or the US.”

The company hopes to grow the brand overall. As such, it will bring the manufacturing of P’URE products in-house. This will help the company boost production. Jordanov believes it can produce around 100,000 to 200,000 units per day.

Its manufacturing capabilities also allow the company to move quickly to address consumer trends, Jordanov added.

Recently, the company obtained its Good Manufacturing Practice (GMP) certification.

“This also helps our strategy in certain overseas markets. The standards of our factory are now world-class and we are ready to take on any market. We’ve been looking at markets like Indonesia and North America which request this,” ​said Bosevski.

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