OBJE is also expanding its beauty portfolio with the addition of all-natural SEBA hair care products.
“Personal wealth in China is growing rapidly, and we’re convinced there is massive growth potential for luxurious Obscene Jeans and Obscene Beauty products there”, commented OBJE CEO Robert Federowicz.
Beijing Beautyfresh and OBJE recently signed a global strategic profit alliance, which has made Beautyfresh the sole distributor of OBJE-branded products in China.
OBJE will be able to make use of the company’s licence to import luxury goods in to the rapidly emerging Chinese luxury market.
“Unfettered usage of the import licence was a crucial factor in the decision to acquire Beautyfresh,” explained Federowicz.
Beauty portfolio expansion
In an attempt to bolster the OBJE brand in the beauty industry and expand its beauty portfolio, OBJE has added the all-natural SEBA hair care line to its range of products.
“What attracted us to the SEBA line were its unique properties and all-natural composition”, said CEO Federowicz.
Last week, OBJE signed an option agreement with Housten Hair Health, the company which produces the SEBA hair care line.
Despite the economic downturn, the beauty industry performed strongly both in the US and globally, and as such, OBJE is attempting to “capture a portion of the multi-billion-dollar global beauty industry”, added Federowicz.
Oscar Hines has produced the existing product line, which includes shampoos, conditioners and scalp treatments, to eliminate dryness and increase elasticity in hair.
“The petroleum oils used in so many hair care products are dense and not water-soluble, so they just sit on the surface of the hair and scalp, attracting environmental pollutants and creating bacterial growth that can eventually cause serious scalp conditions,” explained Hines.