“The Middle East is an interesting market as the cosmetics industry is growing rapidly in this area. We think we’ll do well here because the demand for our products from these countries is great in our London and Thailand stores,” said CEO Mika Liias to newspaper Metro.
Other Swedish make-up brands like Oriflame, Isadora and Face Stockholm have already established themselves in several countries around the world.
The reputation of Swedes as an honest people and the Swedish brand as a sign of quality could be the secret of their success, Liias told the paper. Swedes are also good at marketing their products abroad and at building concepts and brands.
“Swedish make-up has always done well as far as I can remember. Oriflame has done a fantastic job around the world. And Face Stockholm has also paved the way for Swedish cosmetics,” Liaas told the paper.