UNITED KINGDOM: Latvian natural skin care brand Madara has signed a distribution deal with Pravera Ltd., a British distributor of leading natural brands. This new four-year agreement is part of Madara’s strategy to establish itself in the premium natural beauty market in the UK.
“Madara is a great addition to our current brand portfolio,” said Graeme Hume, director of Pravera Ltd. Retailers that have already agreed to take on the Madara range include So Organic and Content Beauty in London, Ecorium in Canterbury, Little London Herbal Store in Nottingham and Enbeauty in Glasgow. To drive awareness for the brand among UK retailers and consumers, a trade and consumer PR campaign will run through June.
In other news, after reformulating some of its products, the brand is now certified according to the international Ecocert standard for natural and organic beauty products. The Madara range comprises 22 different products that contain herbs and plants such as calendula, plantain and rosehip, which are well known for their high content of active ingredients.
More info: www.madara.co.uk