Page 68 - Export Magazine

REPOR T

NavigatiNg the

Complexities of

DistributioN iN the

beauty aND WellNess

market iN the uNiteD

VALÉRIE KAMINOV – BIOGRAPHY
Trailblazer, entrepreneur, advisor and states of ameriCa
business strategist are just some of
the ways to describe Valérie Kaminov,
Founder & Managing Director of
International Luxury Brand Consultancy. The United States of America comprises fifty individual states and is home to
Valérie’s enviable reputation in the world approximately 330 million people, spread out over 3.8 million square miles of
of international beauty, stems from her land and across six time zones. Boasting the highest GDP in the world, the USA
highly effective approach to developing has a highly advanced economy which is expected to continue its growth for the
brands. Her forward-thinking acumen and foreseeable future, making this an attractive region for businesses and brands
smart strategies are based on an innate across many different industries.
insight into global markets, an ability that
has led her to take brands to up-and-
coming beauty destinations before others.
This deep understanding of the industry,
how to position products, where to go,
who to speak to and how to get results
has made IL Brand Consultancy the go-to
company for beauty brands looking
to grow their business around the world.
Since establishing her influential
consultancy, Valérie has successfully
steered emerging talents to global
recognition, re-established well-known
names, advised on growth plans
and introduced a host of beauty brands
to new distribution channels.
She has been instrumental in the
transformation of many businesses around
the world and always on the belief that
profitable market entry and sustained
growth require the right partners.
It is why she is regarded as one of The Beauty and Wellness market in the USA is thriving, innovative, and ever-
the most well-connected people in the growing, generating US$21bn in 2021 despite the negative impact of the COVID-19
industry. Having been at the forefront pandemic, which was an increase of around 30% compared to the year before. As
of the global cosmetics industry for over young, eco-conscious consumers amass purchasing power, beauty brands across
25 years, Valerie’s thought leadership all categories are shifting their attention to the production of products which are
and knowledge have led her to be a
regular contributor to Export Magazine, organic, good for the environment, personalised, and emphasise wellness and
creator of Connect Beauty, host at the health, marking an exciting period of change for this market.
IMF Convention, developer of the Cannes With such a large number of consumers in one region, many of whom have the
Duty Free programme as well as author necessary disposable income and desire to spend on beauty products, the USA
of the informative market-focused Inside holds a lot of potential for brands looking to expand their reach into this market.
Cosmetics Collection that have become Despite the promise of success being incredibly attractive, harnessing this market’s
required reading for brands looking at potential can be a complex undertaking, with numerous challenges that must be
global expansion. From launching brands
on the international stage to being a understood and overcome before an American expansion can produce positive
business intelligence resource, Valérie’s outcomes.
rare combination of skills make her
an exceptional consultant and advisor.
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