Cosmaline doubles local sales
workforce up by 36 percent

Personal care manufacturer enters three

new Arab markets and online distribution

Cosmaline, a manufacturer of personal care products and one of the Malia Group of companies, is expanding locally and is in the process of entering the Saudi, Jordanian, and Egyptian markets, said Joanne Sarraf Chehab CEO of Malia Holding.

The company is expanding its operations and has invested more than $100,000 so far and more investment is in the pipeline, Chehab said. Sales in the local market doubled from the beginning of 2020 in comparison with the same period last year.

Cosmaline increased its workforce by 36 percent. It has hired 52 new employees in May and June, bringing the total workforce to 197 people. The company will also add new equipment to its production line. Cosmaline is not facing difficulties importing raw materials or machinery as it secures ‘fresh money’ from its exports to Iraq and Qatar.

Chehab said they introduced three months ago new products in response to market demand triggered by Covid-19 such as hand sanitizers. “We produce sanitizers for one of our corporate customers, so we decided to have our own brand as well,” she said.

Cosmaline launched an online sales portal and a home delivery program two months ago. The newly-hired employees include 15 people recruited in the new online business. “We have aired TV commercials which have contributed to a further increase in demand for our products. Our ads used to be carried out mainly through print media,” she said.

The expansion is also a reaction to a growing demand for locally manufactured goods due to the decline in the exchange value of the lira which made imported products more expensive in the local currency when converted at the market exchange value. In addition to that imports have become more challenging to procure due to capital controls.

The Malia Group, which is chaired by Jacques Sarraf, includes 27 companies operating in a variety of sectors.