The company, which is recognised in the UK for its range of water-based gels and soaks for face and body treatments that comprises of natural ingredients and plant extracts, will use UK based AJS Marketing as its distributor in the Middle East. Arif Syed, managing director of AJS Marketing said, "ME customers are more aware of what they want, hence we plan to bring a number of high end, specialist beauty brands to the region that we in the UK have been enjoying for years". With the gels being marketed for use in holistic and sports therapy, the company is targeting the personal care market, in particular the male grooming market, which is at present experiencing unprecedented levels of growth in the Middle Eastern regions – something that will no doubt aid the company in its mission to establish itself as a market leader in the skin care segment. Containing collagen, cucumber, Vitamin C and Vitamin E ingredients, the range offers effective facial treatments that are said to be moisturising and provide anti-oxidant therapy. The range also offers products that offer relief from aches, pains, sunburn, eye puffiness, and cuts and bruises, targeted to become a main source of after care for sports related injuries. Indeed, with the reported sales of male grooming and personal care products across the UAE showing a 28 per cent increase between 2004 and 2005, it is a lucrative area for cosmetic manufacturers to target. Much of this increase in the Middle East has been put down to men in this area becoming fixated with sports stars such as David Beckham, and incorporating the player's beauty regimes into their own. Ms Heather Nix, Group Exhibitions Manager of Messe Frankfurt, organisers of Beauty World Middle East - the region's largest cosmetic and beauty trade show said, "Men in this part of the world are crazy about sports and the World Cup last summer was responsible for bringing stars like England soccer captain David Beckham into their living rooms". "Men have now become more attuned to the condition of their skin and more responsive to the idea that they should be taking care of it," she said. The company is now developing skin gel formulas that will make use of ingredients such as sweet almond oil, red grape skin and coffee extracts in order to create effective massage, leg soothing, detox and body firming treatments. However, the prominence is still firmly placed on the sports field, with natural ingredients being combined to create formulas that treat muscular, joint injuries, heat injuries, grazes, bruises and infections.