THG takes Australian beauty and wellness brands Haircarebear, Celebrity Slim and Skin Virtue to UK
06 Sep 2023 --- The commerce division of British e-retailer THG, Ingenuity, announced its new partnerships with Australian beauty and wellness brands, including Haircarebear, Celebrity Slim (both part of Australian Health Vitality) and Skin Virtue.
Ingenuity helps with expansion into global markets and reports “exponential” growth within Australia over the past year. The e-commerce solutions provider manages nine customer sites in the region and is gaining traction among Australian brands through its “streamlining of cross-border complexities.”
The company offers brands access to a suite of services, including high-growth commerce technology, international fulfillment operations and creative digital solutions.
“The formation of these new partnerships highlights the broad-reaching capabilities of Ingenuity’s complete commerce solution, making internationalization a tangible reality for ambitious Australian brands,” says Vivek Ganotra, CEO at Ingenuity.
“We remain steadfast in our commitment to simplifying cross-border commerce for our Australian partners and other international customers, driving forward their global growth.”
Australian hair gummies launch in Britain
Ingenuity’s partnership with hair, skin and nails gummies brand Haircarebear saw the label’s UK site launch in July 2023.
Haircarebear offers a range of functional gummies that includes varieties formulated with apple cider vinegar, hyaluronic acid, carcinia cambogia and collagen (Image credit: Haircarebear).This marked the launch of the brand’s first online presence in the UK market, drawing upon Ingenuity’s expertise in the supplement and wellness sector.
Haircarebear will continue to leverage Ingenuity’s commerce technology stack along with its fulfillment and targeted marketing strategies.
The brand’s range of functional gummies includes varieties formulated with apple cider vinegar, hyaluronic acid, garcinia cambogia and collagen.
According to Innova Market Insights data, supplements with skin health claims have had an annual growth of 31% (Global, CAGR 2018 to 2022). Capsules (27%) lead the product launches, but most innovations are in gummy format, with an annual growth of 64% (Global, CAGR 2018 to 2022).
Skin Virtue inaugurates UK sites
In collaboration with Ingenuity, Skin Virtue, a “cleanical” skin care brand with a network of 100 salons in Australia, has unveiled its first D2C and B2B sites in the UK, utilizing Ingenuity’s complete commerce solution across technology, operational solutions and marketing.
Skin Virtue develops skin care for all skin types, marketed with the “cruelty-free” positioning. Its collections incorporate a complex of natural, clean and active ingredients. These include vitamins, minerals, antioxidants and soothing marine and botanical extracts that “deliver long and lasting results that you can see and feel.”
Innova Market Insights data finds that the personal care industry is experiencing a surge of interest in botanical extracts, with a “remarkable” annual global growth rate of +5% from 2018 to 2022.
Ingenuity will be helping the brand with its expansion into Australian, EU and US markets.
“From their complete commerce offering, to their decades of experience and history in the beauty industry, we’ve seen Ingenuity’s work elevate brands to new heights and take them from national favorites to international treasures,” says Gary Williams, co-founder at Skin Virtue.
“We’re incredibly proud to be joining them and look forward to seeing where the partnership will take us.”
Celebrity Slim expands in UK
Ingenuity has taken on the management of the UK operations of Celebrity Slim, which offers nutritionally balanced meal replacements developed by nutritionists and biochemists. It will oversee all aspects of the brand’s go-to-market strategy, from technology implementation to order fulfillment and marketing.
“A partnership with Ingenuity allows Australian businesses to scale more quickly using tried and tested strategies in the e-commerce channel across markets that barriers to entry can be high for the average business in Australia,” says Simon Stewart, managing director at Australian Health Vitality.
“We’re confident Ingenuity’s personalized approach to consumers and localized focus on regional markets will support us as we move to a more globalized customer offering.
By Benjamin Ferrer
