Creating a successful international cosmetics brand

By Marie Meskheli 3 years ago . 3 minute read

As a young girl growing up in Georgia, I always suffered with sensitive skin and was prone to a variety of allergies, which meant when I got older and discovered cosmetics, I always had to be very careful when choosing the correct products, especially skincare creams and make-up to ensure they did not react with my skin. This led to me having a strong interest in beauty and science.

After graduating with a PHD in Pharmacy from Tbilisi State Medical University, Georgia, this inspired me to enter the aesthetics and dermatology industry. I had a great opportunity to work with a variety of people who were experiencing a range of dermatological issues, here I was able to listen to their concerns and help address their issues. In 2010, I decided to take the leap and become a beauty entrepreneur. I opened Lotus, my first Aesthetic Medicine Centre in Tbilisi, Georgia, where I included the latest state-of-the-art technology and undertook extensive research to choose the correct skin care products to cater for the cliental at the clinic. The venture was incredibly successful and has expanded to a chain of six centres operating within the group.

In 2013, I moved with my family to the city of Barcelona in Spain, which I saw as the ideal opportunity to venture into the cosmetics industry. I always had strong ambitions to develop my own cosmetics brand – I wanted to create an affordable range of colour cosmetics and skincare products that use high quality, non-toxic ingredients that are kind to your skin and suitable for the most sensitive skin types. Here I was able to combine my pharmaceutical, pharmacological and chemical knowledge with my expertise of working in the aesthetics industry to create and formulate an innovative range of high-performance cosmetics. After several years of research and development, Delfy Cosmetics was born!

One of the most challenging aspects of creating your own cosmetics range is bringing it to market. You have taken a huge risk to develop and create your brand, now you need a network of partners to take on your brand to sell and distribute it internationally. We entered the beauty industry by launching Delfy Cosmetics at various international trade shows, such as Cosmoprof Bologna and Beautyworld Middle East using the first units of samples that we created in our laboratory in France. Following the success of the trade shows, we had received interest from six countries by the end of the first year and the brand was in full production.

The first line of products that we produced was Defly Cosmetics Professional Nail Polishes. We created the range with a patented formulation and ensured it belonged to the safety class 12-free (Free from Dibutyl Phthalate, Toluene, Formaldehyde, Formaldehyde Resin, Camphor, xylene, sulphates, silicones, ethyl tosylamide, parabens and acetone). We curate products that are ethical and transparent about their ingredients, kind to the planet and not tested on animals.

The next task was to create and add new product lines to the Delfy Cosmetics portfolio. Here we selected classic cosmetic shades, as well as predicting the latest fashion-forward cosmetic colour trends that would be popular with our customers from season to season. We also wanted to be at the forefront of the industry with our unique designs, patented technology and are continually developing and formulating new products to add innovations to the market in a short time period.

We have experienced a high amount of growth since the brand launched and the company now operates in 15 countries nationwide. Our Head Office and warehouse are in Barcelona and we have manufacturing facilities in Spain, France and Italy. We have recently launched into the UK and China and are looking to expand into 5 more countries by the end of 2019. We also have a number of mono-brand standalone shops in Georgia, Jordan and the Middle East and the company has very strong links in the professional beauty and nail industry, we supply over 6,200 beauty centres worldwide. I have learnt that running your own business can be extremely rewarding; you just have to be dedicated, determined and adaptable to overcome any obstacles that may arise, in order to achieve your goals.

About Marie Meskheli

Founder, Delfy Cosmetics

Marie Meskheli is a Female Beauty Entrepreneur and the Founder & Creator of Delfy Cosmetics, an international cosmetics company providing a premium range of professional-quality make-up, skincare, body care and nail care, operating in 15 countries worldwide.