Purple Care Limited is a company that mainly works in skin care and lifestyle segments. So far, the company has launched four different brands to fulfill the various skin care-related needs of Bangladeshi women. Under these brands, the company sells a range of moisturizers, sunscreens, and feminine hygiene products. The platform has more than one and a half lakh monthly active customers in its own e-commerce. Apart from that, Purple Care Ltd also sells products through several well-known e-commerce and, more than 7500 outlets across the country, and more than 50 dealers. Besides, the company plans to increase the number of dealers to 60 by 2022 and cover at least 50 districts of the country.
The Journey
Purple Care Limited, a manufacturer and distributor of own-brand skincare products in Bangladesh, and traces its origin back to Purple Algorithm Limited. Purple Algorithm Ltd was founded in 2016 by three young entrepreneurs named – Arman Mahbub, Kamran Sarker, and Salman Omar. Two of the company’s co-founders, Arman Mahdub and Salman Omar, have graduated from the BBA department of NSU. Another friend, Salman Omar, started his graduation in NSU’s CSE department, but he moved to the UK and finished his study at Middlesex University. Later, he also obtained a degree from London Metropolitan University in Computer Games and Programming degree. On the other hand, Arman Mahbub did his MBA from NSU, and Salman Omar finished his ACCA from Kaplan Finance, UK. Throughout his career, Arman gained knowledge about the application of data in the sustainable growth of the business while working in a telecom company. He observed that data plays an incredible role in growing the sales and marketing of any business. From there, he discussed using the data in business with his two friends, Kamran Sarkar, who used to work for tech giant Apple UK and Salman Omar, who was employed in a reputed UK company. Later the discussion, they established Purple Algorithm Ltd. with their private funding.
Initially, the company surveyed Bangladeshi industries and used it to identify potential business sectors and barriers. During the survey, they found a major industry gap – the lack of suitable and authentic skincare products for Bangladeshi women and children. They also observed that most cosmetic and skin care outlets in Bangladesh sell imported products from abroad. But due to the lack of proper channels, importers cannot ensure the authenticity of these products. Moreover, many fake products are being sold in the wholesale market, that’s why consumers are not satisfied with the product authenticity while using them. On the other hand, in domestic retail shops, only the conglomerate products are mostly available, eg., Unilever and Marico. Their research also found that, authentic international skincare brands such as Beauty Formulas, Xpel and makeup brands such as Makeup Revolution, MUA are highly in demand.
Since they understood the potential for quality skin care and baby care products in Bangladesh, they decided to do something in this market. Initially, they partnered with some international brands and started working as country distributors for UK-based international brands, Beauty Formulas, XPEL, MUA, and Makeup revolution. Later, they also became e-commerce distributors of global brands like Marico and Mondelez. Apart from being a distributor for these international brands, they also launched a new venture called Purple Care Ltd and kept working on launching their own brands. In 2019, Purple Care Ltd also launched an e-commerce platform called “My Aura” as a direct-to-consumer sales channel for its own brands, which currently has more than 1.5 lakh monthly active visitors. On October 26, 2019, Purple Care Ltd. Launched its first brand Freyias and started selling “Freyias” items through My Aura.
Purple Care Limited highly depends on data-driven systems to run its operations and determine business policies. According to the company, from the beginning to the end of any product’s life cycle, it is launched in the market only after maximum quality assurance depending on various local and global surveys and customer-level feedback. Soon after introducing Freyias, they noticed that customers were looking for dark spot removal products on their necks, elbows, underarms, and private body areas. Due to this, in 2021, they launched another brand with three different products called Divas Secret. Apart from that, they also launched another brand named “Acne Essentials” in the April of that year. In July 2022, with an aim to create skincare-related awareness among teenagers, the company launched another brand named “Hello Teen.” Different brands’ products are being sold at My Aura and several other e-commerce websites. These products are also available in more than 7500 outlets in Dhaka and outside Dhaka. Recently, White Page International recognized Purple Care’s “My Aura” as the Most Promising Brand from Bangladesh in the Power Brands 2022 category. In addition, the company’s co-founder Arman Mahbub has been awarded Asia’s 100 Inspirational Leaders by White Page International.
Operation
Product
Purple Care has four brands: Freyias, Divas Secret, Acne Essentials, and Hello Teen. Under each brand, multiple products are being produced by 3rd party Indian manufacturers. For production, Indian manufacturers create product formulas and go through numerous testing methods. Then, they release it to be distributed in Bangladesh. Purple care introduces authentic products under different brands depending on public demand only. For example, Freyias products such as Weekly Peeling Face Wash, Sunscreen, and Shower Gel are mainly developed keeping in mind that they suit the skin of Bangladeshi women depending on their skin type and humidity. Besides, the company has introduced three different products, namely Intimate Brightening Solution, Body Emulsion, and V Wash, under the Divas Secret brand, specially formulated for female hygiene and personal care.
On the other hand, Acne Essentials introduced products like Acne Kit and Scar Gel as a solution for women’s puberty and hygiene-related issues. Also, their brand new brand Hello Teen has been introduced mainly to care for the delicate skin of teenage girls. All these brands are currently available on their eCommerce My Aura.
Distribution & Marketing
Purple Care Ltd. Primarily follows a direct-to-consumers or D2C business model for the marketing and distribution of their products. The D2C business model essentially refers to selling directly from the manufacturer to the customer. In addition, the company uses its own online e-commerce platform, My Aura. Besides, Purple Care products are also available on renowned e-commerce platforms like Chaldal, SA Corporation, Daraj, Sajgoj, Focallure, Shahnaz, Carnesia, Cosmetica, Bangla Shoppers, and Perfecto. Moreover, they have about 3,500 outlets in Dhaka and about 4,000 outlets across the country outside Dhaka. In addition, the company currently has more than 50 dealers. Besides, for customer attraction, Purple care also follows traditional marketing methods like PR, Display Stands, and participating in various events. Apart from this, the company starts marketing through digital OVC and YouTube content.
Future Plan
Purple Care Ltd.’s product lineup includes specialized problem-centric products like lip balm, face wash, skin brightening, and regular skin care products for daily use. Along with this, Purple Care also introduced the showstopper brand in the women’s lifestyle and clothing sector. Besides, the company has plans to expand its product line in the near future. According to the company, Purple Care Limited is working towards becoming the top household brand in the country by fulfilling all kinds of beauty and skin care-related needs of Bangladeshi consumers.
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