Introduction: High in the mountains of Kashmir’s Karakoram range lies the Hunza Valley, a place where the local Hunzakut people have been known to live up to 120 years old. Their secret to longevity is the use of a rare apricot oil, which is said to help the Hunzakuts maintain youthful skin, hair and overall health even into old age.
This fascinating tale is the inspiration for Apripure Cosmetics, the new business venture of long-time beauty industry veteran Angeline Goh. Goh, Founder & CEO of Maude Circle International and formerly with giants such as Chanel, LVMH and AmorePacific, has been in the travel retail for over 20 years and is using her knowledge and relationships to launch Apripure Cosmetics into the channel.
Apripure Cosmetics is set for a domestic Singapore launch in August, with a travel retail roll-out planned within the next year. The brand produces sustainable, natural beauty products which are conceived in Singapore but produced in Switzerland.
We catch up with Apripure Cosmetics Founder & CEO Angeline Goh, who traces her journey from agent to brand owner. She also talks about what sets Apripure apart within a highly competitive beauty category; the biggest challenges she faces as a start-up brand; and why travel retail offers the perfect channel for Apripure Cosmetics to soar.
How did your own experiences in the beauty industry inspire you to start Apripure Cosmetics?
I have been in the cosmetics industry for more than 30 years and worked for Max Factor, Chanel, LVMH (Givenchy), YSL Beauté, AmorePacific and LG Group where I worked on History of Whoo, SU:M37, O’HUI, The Face Shop and SD Biotechnology. All this has led to plenty of beauty experience and great business relationships across both the travel retail and domestic markets.
I set-up Maude Circle International (MCI) in 2015 to manage LG Group Brands, among others, for the travel retail market. Back then, LG Brands had zero presence in the channel and I helped build the business from zero to hero. We also managed 111SKIN, Erno Laszlo and Sinkaz in travel retail.
MCI started off as an agent for beauty brands who wanted to expand their presence in travel retail. After I grew and developed the brands in the channel, naturally the brand owners eventually wanted to manage the brands on their own, which is the vulnerability of being an agent.
This is why I decided to create my own brand, something that I could develop slowly but surely in both travel retail and domestic channels. Of course, there are plenty of risks when starting a new business venture, but I always say that you have to put fear on the back burner if you want to succeed.
Apripure Cosmetics’ story started from the ‘Valley of Longevity’. Could you tell us how the Hunza Valley inspired the brand?
The idea for Apripure came from a book that a former boss gave me called Hunza the Himalayan Shangri-La. He was captivated by the Hunzakut people he met who all lived to over 100 years old. He described the Hunza Valley in the Himalayas as ‘the Valley of Longevity’ and so I was intrigued too. This inspired me to create Apripure Cosmetics, which is all centred around the Hunza Apricots, which is is an important part of the Hunzakut lifestyle and produced using traditional farming methods.
What is the key consumer audience you are targeting and how are you reaching out to them?
‘Beauty enhanced by nature’ is our philosophy. This drives our vision of a world where women can be empowered to unleash their beauty. We’re targeting women aged 25 and over. This demographic is always looking for new brands with something to say and with a very rich heritage, which our brand certainly has.
Apripure Cosmetics is set to launch in Singapore this August, with key media, KOLs and retailers set to attend our grand debut. We also made our travel retail debut at the recent TFWA Asia Pacific Exhibition in Singapore where the reception was very positive.
How important is sustainability to Apripure’s ethos as a brand?
Apripure Cosmetics believes in the power of nature. We harnessed the secrets of the Hunza Valley to create a skincare range that helps users achieve naturally radiant and resilient skin.
This is why sustainability is something that we really take to heart. We are committed to sourcing our precious Hunza Apricots from responsible sources that farm using traditional methods. We do this to honour the culture of the Hunzakuts in the Valley of Longevity and to preserve the world’s natural resources for future generations. As a brand, we are working on ways to give back to the Hunzakut people so they can keep growing their precious Apricot trees in the years to come.
Amid a crowded and competitive perfumes & cosmetics category, how can a start-up brand like Apripure Cosmetics stand out in this channel?
Having a strong travel retail presence is an important goal for Apripure Cosmetics. However, before launching in travel retail, we need to first create strong brand awareness in the domestic market. My plan is to launch Apripure Cosmetics in the domestic market for six to eight months through a series of impactful events and promotions that will spread our message of longevity.
Standing out amidst a competitive perfumes & cosmetics category in travel retail is no easy feat. Of course, having a brand with a strong story and effective products is step one, which I think we excel at with Apripure Cosmetics.
Counter presentation has to stop travellers in their tracks and merchandising needs to be vibrant and impactful. Well-trained beauty advisors are crucial to selling the brand story too. We’re also working on creating exciting sets and travel retail-exclusives to enhance our appeal in the channel.
What USP does Apripure offer to the consumer?
Our goal is to empower women with confidence. We believe that while beauty is skin deep, confidence is ageless.
The use of Hunza Apricot Oil is our USP and the Hunzakut people (plenty of whom are centenarians) are testament to its efficacy. The Hunzakuts have been using the Apricot Oil for centuries and are known to have very good skin, glossy hair and great health even at the ripe old age of 100 and despite harsh weather conditions in the Himalayas.
Apricot Oil naturally has a potent blend of Vitamins A, C, E, K and Gamma Linoeic Acid (GLA) which help reverse ageing, repair damaged skin cells, boost skin luminosity and regenerate the skin’s natural collagen. These vitamins also boast excellent antioxidant properties.
What are the biggest challenges you’re facing as a new beauty brand entering travel retail?
Finding space on the shop floor is the biggest challenge as most retailers will have already listed plenty of established brands. In the beginning it may be difficult to find a good space and location to make Apripure shine.
How are you leveraging your own expertise as a beauty and travel retail veteran to launch Apripure into the channel?
I am very confident with Apripure because I have developed strong business relationships both in the local market and travel retail. It’s a very calculated race that I’ve taken on. Once Apripure Cosmetics has gained enough traction in the local markets and gained significant exposure on social media, then I’ll be ready to showcase the brand in travel retail too.
I know exactly what elements are needed to launch a beauty brand in travel retail and I’m confident in Apripure Cosmetics’ potential in the channel. Plus, I also believe that travellers are always looking for new, exciting brands to discover on their journeys.
What does a good partnership look like to you in travel retail?
Newness is crucial for a channel like ours and should be a part of retailers’ strategies. Newness drives incremental sales and adds vibrancy and excitement to their offers. And while it is certainly important to have a good balance between big name brands and niche brands, I think newness enhances the overall shopping experience and gives a sense of excitement in the overall shopping experience. ✈
