G&M Cosmetics is the maker of brands such as Australian Creams, DR. V, P’URE Papayacare, and Native Australian. Since it was established in 1996, the company has experienced success throughout the Australasian region as well as Europe.

The company recently launched in India and has found a niche in the “high middle to premium”​ market with its products, which tick all the boxes in terms of quality ingredients and certification that its local consumers are looking for.

“The middle class is growing, and they are hungry for international brands. It was primarily dominated by European brands but in the last few years, they’re leaning towards Australian and New Zealand brands,” ​said Peter Bosevski, global marketing and sales manager of G&M Cosmetics.

However, the company still faces stiff competition from legacy and independent new brands alike.

“There’s a lot of competition for us as a newcomer, not just foreign brands but also the homegrown Indian skin care brands are booming at the moment. That's exciting to see and its actually making us become more competitive and a bit more creative.”​

One of its more out-of-the-box strategies is to target India’s wedding industry. Weddings are huge affairs in India and typically take place over a season when the weather is right.

The pandemic has impacted the wedding sector, but players are gearing up for a comeback to recover the billions lost over the past two years.

“The wedding industry in India is massive so we at looking at several huge opportunities to indirectly target this industry. Traditionally, brides in India are given gifts when they get married and we’ve got this positioning as a luxury brand.”​