India’s Aminu targets Middle East expansion in UAE and Saudi Arabia

Founded in 2019, Aminu took two and a half years to launch its first product in March 2021.

“We assumed that the Indian market needed a well-researched skincare product. It turned out to be a bit more expensive than other products, but the responses we got from people told us there was a need and we are now delivering on it in the market,”Aminu co-founder Aman Mohunta said.

mohenta told Cosmetics Design – AsiaThe company is acutely aware of how saturated its local skincare market is. Instead of following fads and marketing hype, the company put most of its investment in research and development.

“For example, there are hundreds of vitamin C serums on the market with different labels, slightly different stories, and cooler packaging. It makes little sense to bring another to market. I feel like you have to do something at least better than what is currently happening on the market Things are three steps ahead.”​​​

Mohunta pointed out that in the future we should expect more foreign beauty brands to enter the Indian market and create more competition. In that environment, he expressed confidence that Aminu would be able to compete with local heroes and established foreign brands.

“I still sleep eight hours at night because I know we’re not copying any brand that might one day come to India for expansion – we have a very unique proposition. In fact, we’re very confident in bringing the brand to Europe, U.S., Middle East, Southeast Asia, and compete with existing brands there.”​​​