UAE beauty brands Bedashing and Tips & Toes have merged under an agreement between Multiply Group and Ben Suhail Group.
Operating under the newly formed Omorfia Group, the joint venture is majority owned 51 percent by MG Wellness Holding, a subsidiary of Multiply Group, and 49 percent by another shareholder, a statement said.
Omorfia Group owns and controls 100 percent shares of consumer and B2B brands including Tips & Toes, Bedashing, Jazz Lounge Spa and Ben Suhail Distribution.
The strategic partnership will see all salons and spas retain their individual brand identity and continue operations and services as usual, the statement added.
Syed Basar Shueb, CEO and managing director of International Holding Company (IHC), the parent company of Multiply Group, said: “The merger of business operations allows both brands to streamline their processes and accelerate growth in the beauty and grooming sector, with the group equally focused on growing its stronghold in the high-end beauty product distribution market within the region.
“Through this transaction, IHC will be able to grow and create synergies between some of the UAE’s most well-known beauty brands, while retaining the locations, offerings and exceptional quality of service that have made them so popular.”
Faris Suhail Al Yabhouni, CEO and managing director of Omorfia Group, said: “This strategic partnership provides major growth opportunities for both businesses. By combining the power of region’s best known and loved beauty and grooming brands, we can continue to focus on regional growth in this thriving market.
“IHC shares our values and vision, and together we will scale the combined business, upgrading our corporate governance culture. We are confident that this will be rewarding for all parties – both business partners and our customers.”
Samia Bouazza, CEO of Multiply Group added: “Leisure industries such as healthy living and beauty can have a direct and positive impact on today’s society’s wellness. The beauty and lifestyle business represents an increasing share of Multiply Group’s diversified portfolio with a particular specialism in this sector.
“Tips & Toes have built an excellent business that we have admired for many years which fits nicely with Omorfia’s portfolio of successful salon concepts.”
Tips & Toes operates 35 branches, spanning six cities and two countries including the UAE and Saudi Arabia, while Bedashing comprises 21 branches, located across four UAE emirates.
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