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Herbline Essentials Rebrands, Seeks Expansion

November 4, 2013

UNITED ARAB EMIRATES: All natural beauty brand Herbline Essentials has rebranded with a fresh new identity across its product, packaging and marketing materials, and the firm is using the new look to help fuel expansion across the Middle East region and beyond.

Founded in 2005 by Harmony Cosmetics, Herbline Essentials offers a range of products for the face, body and hair as well as specialist products for acne, aging and slimming. Based on Ayurveda, and made from 100% natural ingredients sourced in the Himalayas, Herbline’s range is paraben-, paraffin- and cruelty-free. Products are available at leading pharmacies in the UAE, including Boots, Bin Sina, Health First and United Pharmacies, including the Dubai Duty Free pharmacies at Dubai International Airport.

“Our rebranding is a natural step in our company’s evolution and reflects the changing needs, lifestyles and expectations of customers today, as our goal is to build upon a brand that is rooted in customer trust and relevance,” said Aly Rahimtoola, managing director of Harmony Cosmetics.

Herbline Essentials’ range, which is currently on sale in the UAE and Pakistan, will roll out over the next six months to Kuwait, Saudi Arabia, Iraq, Turkey, South Africa and additional western and central European markets.

Herbline Essentials recently became a certified member of PETA’s Beauty without Bunnies program. It is also included in the Skin Deep Cosmetics Database.

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