European Enterprise Award 2020

EU BUSINESS NEWS / 2020 European Enterprise Awards 31 , Depilatory Products Company Provider of the Year – Greece Simple Use Beauty is a leading Greekmanufacturer of waxing and sugaring products, as well as products for before and after depilation applications. We speak to a keymember of staff about the firm, its values and what the future may hold. Nov20567 After more than a decade of being in business, Simple Use Beauty (SUB) has become the leading Greek manufacturer of depilatory products. The wide range of items on offer are based on wax and sugar, and also include supplementary depilation products like heaters, pre/post depilation gels, oils, emulsions, and lotions, as well as special treatment products like massage oils and paraffin waxes. The firm’s high manufacturing and exporting capacity, together with the qualitative excellence of SUB products, has created a large loyal clientele in professional and retail markets worldwide. George Georgiades, the company’s Marketing and International Sales Manager, tells us more about its objectives. “Our main aim is the continuous contribution to the development of the professional depilation services, by providing innovative and pioneering ideas, expressed with next-generation products based on wax and sugar, as well as with co-operations resulting in the creation of business opportunities and distinguished professionals. “We strongly believe in the power of the expertise and specialization that we put forward in the study and development of formulas that characterize the products we manufacture.” Simple Use Beauty was founded in 2004 in Athens. Since inception, the company has continuously grown and is always developing, armed with undeniable expertise, persistence in research and a vision for qualitative superiority. In 2009, the firm settled in its own facilities that host its offices, as well as the manufacturing plant, having the ability to support, improve and expand the manufacturing system and consequently the already wide range of products. Today it proudly sustains a loyal and satisfied customer base worldwide, which is getting larger each and every year. As a family-run business (albeit a large one) its operation is ruled by "familial terms and conditions." “It's not impersonal and there are strong bonds between the members of the staff,” George elaborates on the internal culture of SUB. “Consequently, teamwork and community spirit are the basic characteristics of every new person that enters this ‘family’, provided that they have the appropriate professional skills that meet Simple Use Beauty's standards.” SUB operates in a highly competitive market with a great deal of competitors from different countries around the world. However, its outstanding performance is characterised by several key things, including: the expertise and knowledge of the firm’s executives and cosmetic scientists, which is used in the study and development of innovative formulas, as well as in the certified, fully controlled manufacturing of superior and premium products; and the fully integrated manufacturing system, which offers SUB the flexibility to provide its partners worldwide with business solutions and highly profitable deals for the distribution of Simple Use Beauty labelled products, as well as products with private labels. The general trend worldwide in the beauty industry is the turning of consumers towards products with hypoallergenic features and more advanced ingredients. The depilation products industry could not stay away from this trend, and so SUB has studied and developed advanced formulas based on ingredients that can result in hypoallergenic products that can make the whole depilation process more gentle and friendly to the client. The European legislation in regard to qualitative control has recently become stricter, which George remarks is a positive for the industry as, on one hand, it keeps the service and the products at a high level, with respect to the professional and the client and, on the other hand, it eliminates the cheap competition created by poor manufacturing procedures and the use of low-quality raw materials not compliant to legislation standards. Regarding the future, there are a lot of positives moving forward as the beauty industry slowly begins to recover from the devastation caused by the Covid-19 pandemic. “We constantly keep our eyes and ears open and study the needs of clients worldwide, trying to meet those needs by developing advanced products that can help them to make the service better. There are always new projects under development that we usually reveal annually, during our presence in large international fairs, like Cosmoprof or BeautyWorld.” Company: P. NIKOLOULIA & SIA OE - "SIMPLE USE BEAUTY" Contact: George Georgiades Website: www.simpleuse.eu