They spend on average five times more than other clients. No surprising, then, that women with dark or matte skin have become a prime target for beauty brands. There are thirty in capillary, and a dozen is the top in cosmetics. Among them, Nuhanciam has expanded since its creation in 2010 with more than one million Euros of turnover. It results from the meeting between Muriel Berradia, buyer at Carven, then Caudalie and Jocelyn Bariteau, chemist and formulator for very large houses.
They first developed a range of products distributed in pharmacies and concept stores with their own money. Then, they relied on shareholders who worked at L’Oréal to strengthen their strategy. It now consists in deploying at the international level. For now, it is already found in Iran, Kuwait, Peru and in the West Indies. Africa represents an important part of their market as it is present in Algeria, Morocco, Cameroon, Madagascar and Senegal and is planning to establish in Côte d’Ivoire. It has been negotiating with a distributor for 6 months now with for this purpose.
How did Nuhanciam stand out? What are its strategy and ambitions? Answers from Muriel Berradia