Sweet smell of success: Aussie skincare manufacturer opens new doors in China

Sweet smell of success: Aussie skincare manufacturer opens new doors in China article image

G&M Cosmetics is one of Australia’s great export success stories.

This 100% Australian owned family business, which started selling stock from a garage, is now the most recognised Australian beauty/skincare brand in China.

This year the company celebrates its 20th anniversary and continues to grow from strength to strength.

Founder and managing director Zvonko Jordanov named the company after two of his children – George and Maria.

250g_emuSince its inception in 1996 the company has sold over 50 million units.

G&M has experienced meteoric growth in recent years, driven largely by its success in Asia.

It also supplies a string of major Australian retailers and supermarkets including Woolworths, Big W, Coles, Target and IGA.

Turnover this year was a 150% increase on previous year’s sales.

Last month the company was recognised with an International Manufacturing Award at the NSW Premier’s Export Awards.

And earlier in the year it won a prestigious Hong Kong-Australia Business Award.

Last year it won a Smart Company Award as Australia’s 25th fastest growing company.

Big demand in China

Recent success into China has included supplying some of China biggest retailers/supermarkets.

The company’s products can be found in more than 5000 retail outlets in China including Walmart China, Carrefour Supermarket, Vanguard Supermarket, Lotus Supermarket, Grandbuy, and Nepstar DrugStore Pharmacy (which has 2,000 locations).

As well as operating their own Tmall flagship online store, it is this mix of offline and online models that has been one of the key success in the China market.

The Chinese beauty/skincare industry is worth over A$30 billion per year.

“Our China market now makes up to 45% of our overall sales,” says Mr Jordanov.

Trusted Australian made brand

“In Asia, we are proudly, the most recognised and trusted Australian made brand for the Skincare category.”

Export success has not only been limited to China, recently the Hong Kong market has increased by a healthy 65% in the last three years.

G&M now supplies its product range to major retailers and cosmetics stores like Wishh Cosmetics, SaSa International, Bonjour and Mannings Pharmacy.

Mr Jordanov and his team now oversea a large factory complex in southern Sydney which houses 14 productions lines and over 50 local employees. The factory can produce up to 100,000 units per day.

G&M also has an office in Canton, China with more than 10 sales, marketing and warehousing staff.

New product range

Earlier this week G&M celebrated its major milestones with the launch of a new range of skincare products containing natural Australian indigenous ingredients including Kakadu Plum, Native Finger Limes and Native Quandong Fruits.

These natural indigenous ingredients have long been used by local Aboriginal groups for their perceived health benefits for thousands of years.

Each day G&M now produces 30 tonnes of exceptionally high quality creams for everyday use.GM_kplum mk11

They contain premium grade natural active ingredients like Lanolin Oil, Macadamia Oil, Avocado Oil, Emu Oil, Goats Milk and Eucalytpus – and all are sourced from local Australian suppliers.

“We are always looking to innovate our products and brand offering and tailor make them to suit the needs of our customers both locally and overseas,” said Mr Jordanov. “We have made sure we are now ISO 9001 quality approved.”

Mr Jordanov said the company is now in the process of gaining Organic Certification for a new range of organic skincare products it hopes to launch in Australia and Asia next year.


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