Millennial Brands manages 12 brands in the consumer and personal care categories of body care, men grooming, hair care, and fragrances.

Millennial Brands is a leader in the next generation of direct-to-consumer digital brands operating in the Middle East. It has received $35 million in capital commitments from New York’s Global Emerging Markets Group.

Millennial Brands currently manages 12 brands in consumer and personal care categories. These include body care, men’s grooming, hair care, and fragrances. It serves thousands of customers and has a multimillion-dollar turnover. The company is managed by 100 employees who have deep strategic management and operations expertise for a diverse portfolio of brands.

Image used for illustrative purpose. Getty Images
Getty Images

Millennial Brands aims to generate hyper-growth through online and social channels and improve market share. They employ a portfolio-building strategy, target partnerships with direct-to-consumer brands, as well launch homegrown brands that cater to the needs of the millennial Middle East consumer.

According to Euromonitor, the beauty and personal care industry in Mena is valued at $21 billion (2021), making it the second-fastest-growing market worldwide after Latin America. This region has 108 million young people between 18 and 25 who are digitally savvy and socially connected. Mena’s e-commerce channel in the beauty and personal care categories is expected to see a 35% CAGR through 2026.

GEM is an institutional investor with a track record of investing in emerging markets. We are delighted with this transaction. Andreea Danila, representing Millennial Brands, stated that the group and its partners have substantial experience creating value through investing and working alongside emerging ventures throughout life cycles, right up to the IPO stage.

After developing and scaling a brownfield project under O Boticario’s licensing model, the company has a solid venture creation track record. They have also successfully launched emerging brands in Saudi Arabia and UAE. According to Wikipedia, O Boticario is Brazil’s second-largest cosmetic company, with a 6% market share.

In January 2022, the firm posted on its official Linkedin Page that it would investigate a liquidity event within the next 18-24 months and hired advisors to help with developing a pre-SPAC growth plan.

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