India-based beauty brand Happier Skincare is expanding its reach to the Middle East, focusing on the major markets of the United Arab Emirates and Saudi Arabia

Soulful body scrub by Happier Skincare

Happier Skincare, established in 2022 and headquartered in Delhi NCR, offers clean, efficacious holistic beauty products using scientifically proven superfood-based ingredients keeping the consumer at the core.

The brand is working arduously toward overseas expansions laying the groundwork in the Middle East and carving its presence in the United Arab Emirates and Saudi Arabia with an internet, e-commerce channel approach.

Happier Skincare is more driven towards serving the Middle East through Amazon, the e-commerce podium with its pH and dermatologically tested products adhering to clean beauty parameters: paraben-free, sulfate-free, and silicone-free, mineral oil-free, synthetic-dye free and cruelty-free.

The brand is excited to be contending against established brands from the west, which, when estimated, were found to be at least three times more expensive than Happier Skincare.

Despite the local skincare market being saturated with many products, only a few are in the category of international standards. Therefore, the company pours a significant chunk of its investment into the research and development of product formulations incorporating researched, result-driven superfoods and clinical actives that are vetted and selected after long and detailed analysis to deliver multi-tasking and efficacious products.

The brand believes in the philosophy of inclusivity; hence, the packaging is braille-friendly to encourage consumers worldwide to feel part of the vibrant Happier community.

“My indulgence as a beauty blogger helped me identify the pain points and recognize the need for a simplified, transparent, customer-centric skincare brand at par with international standards propelled Happier, and we are currently solving the most pressing gaps in the skincare experience,” said Aakriti Suri, founder of Happier Skincare.

She further added that to be a market differentiator and compete with various international brands; we must be ahead of the current market scenario. In such an environment, she expressed confidence in the unique proposition and that Happier would hold its own against local and established foreign brands. And this carved the ways of Happier to the United Arab Emirates and Saudi Arabia.

Happier Skincare is designated to launch a new clinical range of high-performing formulations to provide effective and safe solutions for specific skin concerns such as dark spots, acne, dryness etc.

Since its launch, the brand has focused on omnichannel distribution. Today, the brand sells through its website, Amazon, Flipkart, Myntra, and Tata 1mg. Happier Skincare sells in offline stores through Relay Stores, Foodhall, Dorabjees, and Nature’s Basket.