MissPalettable, an e-beauty platform which offers a selection of clean and sustainable beauty products, has added a coveted Japanese skincare brand to its selection of products.
The founder, Mukta Purain, announced the same at Beautyworld Middle East 2024 at the Dubai World Trade Centre. FANCL is the third-largest skincare and cosmetics brand in Japan and will be available exclusively on MissPalettable.
Purain suffered from sensitive skin issues and realized that there weren’t many brands offering clean, sustainable products which would work for all skin types. So she founded MissPalettable in 2017 in Dubai and the business has grown ever since.
“We have over 20 brands from all over the world, from Asia, from Europe, from the US,” says Purain. “Our customers are people who are looking for niche products. You know, we’ve already decided that we’re going to clean up our health, our food and more. It’s about time we clean up what we put on our skin too, considering that the skin is the largest organ.”
Business Model
While MissPalettable began as a B2C platform, it now operates as an Omnichannel. “We work with brands which are exclusive to us, with distributors and other brands, and we also work in the form of a hybrid marketplace. We’ve now ventured into the B2B space because we realized that some of the brands we were working with wanted us to distribute for them as well,” says Purain.
FANCL comes to Dubai
FANCL was founded in 1982 in Japan and made waves in Asia for its preservative-free formulas in skincare. The company was acquired by the Kirin Group for 220 billion yen. The brand garnered a lot of interest at Beautyworld Middle East as the region hopes to make a shift to clean beauty products.
At MissPalettable, says Purain, “we are very particular about the kind of brands and products which we bring on board since we know that the customers who are coming to us are looking for something specific.”
So where does MissPalettable see itself in five years? “We currently are based in the Middle East. We have customers in Kuwait and Oman as well. From here, of course, we want to expand outside of the UAE. We are also looking at improving the customer experience on our website.”
Beautyworld Middle East 2024 wraps up on October 30
