Page 38 - EM Export Magazine Perfumery edition

R E P O R T

NEPAL

AND MACAU

A LOOk AT HOW THE RISE

AND FALL OF DAIGOU TRADING

AFFECT CROSS-BORDER

VALÉRIE KAMINOV – BIOGRAPHY
Valérie Kaminov is Founder and Managing Director ECOMMERCE PLATFORMS
of the highly successful International Luxury Brand
Consultancy. For over 25 years Valérie has been at AND SHOPPING IN THE REGION
the forefront of the global cosmetics industry and
has worked with a vast array of luxury, premium
and niche beauty brands and fragrances. With The market for cosmetics products in Nepal has been growing quite significantly
her extensive expertise, commercial acumen and
over the last few years and is projected to reach $33.25 million USD by 2027. The
practical experience IL Brand Consultancy has availability of cosmetics products has increased appreciably and the consumption
become one of the most sought after management ratio, too, has increased with each passing year. The market boasts the leading
and distribution agencies specialising in global cosmetics brands from all over the world (e.g. China, India, South Korea, Japan, US, &
beauty. Recognised for the breadth of business
UK). The domestic market features products of around 80 cosmetics brands including
sectors and extensive distribution channels it works international brands like Lakme, L’Oréal, Garnier and Emami as well as Mac’s Lavera,
with, ILBC’s international client portfolio spans Nova, Chase, Astaberry, Lotus, Ayur, Ole and Aroma Magic. Top sellers now include
both well-established names and newly-emerging newer brands and tend to change with dominating trends.
brands in hair care, make-up, skincare, fragrance,
According to an estimate, medium-range cosmetic products enjoy a market share of
devices and top-to-toe brands. Valérie’s wealth around 60 percent, while the premium brands hold around 30 per cent share, and
of knowledge in international growth strategies the low-end segment garnering around 10 percent of the market.
and business development is combined with an Also worthy of note, in Nepal, the eCommerce market sub-segment Beauty Care
inspirational and forward-thinking approach.
(covering natural and synthetic cosmetics, fragrances and accessories) has a projected
Through her exceptional insight and understanding
of the industry Valérie has helped brands amplify market volume of US$11,100.00m in 2023, with most revenue generated in China.
their market reach, elevate their brand presence, Chinese tourists were also responsible for
improve their business performance and a considerable share of in store sales revenue.
In fact, in 2019, 170,000 Chinese
achieve commercial success globally.
A further aspect of her business is her skill in brand visited Nepal, and many reports allege
evaluation, acquisition due diligence, risk assessment these Chinese tourists are in fact
and commercial growth which has led Valérie to regularly “daigou” or personal shoppers.
Indeed, it seems that the Chinese
advise Private Equity Funds, multi-national organizations
and financial investors. This capability in combination (whether via a personal shoppers
with her advanced qualifications and proficiency in or daigou or via online marketplaces)
corporate governance have made her a much-desired are now increasingly shopping in Nepal.
Board Advisor and Non-Executive Director. With more and more specialty cosmetic
From her CEW mentoring, organisation stores and online options becoming
of the International Manufacturers & Distributors available, now is the time to understand
Forum (IMF) and guest lecture programmes, what’s happening in and around
Valérie is a passionate and dynamic Nepal that’s making this market
advocate of the global beauty industry. one for brands to keep an eye on.
Valérie splits her time between her London HQ Lotus Herbals White Glow Skin Whitening and
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and her central Paris office as well as managing Brightening Gel Cream and Cleansing Foam
a satellite network in Russia & China.