MURIEL BERRADIA «Never rest on your achievements»

MURIEL BERRADIA «Never rest on your achievements»

MURIEL BERRADIA «Never rest on your achievements» 562 375

Nuhanciam, a cosmetics company founded by Muriel Berradia, whose turnover exceeded one million euros, has established itself among the leaders of the international market, including on the African continent. A success based on Muriel Berradia, its founder.


Muriel Berradia, of Indian origin, understood very early on that cosmetics were not limited to aesthetics but also related to health. Evolving in this sector, she created in 2010, thanks to a chance meeting with Jocelyn Barriteau, a chemist by training, who became her partner, a brand, Nuhanciam, to offer care adapted to matte and black skin. Eight years later, the company has surpassed the €1 million mark in turnover, is one of the world leaders in this market and exports to all five continents, starting with Africa, where cosmetics are a public health issue in a majority of countries.
«Before founding Nuhanciam, I worked in pretty houses such as Nina Ricci, Carven and Caudalie. Throughout my career in cosmetics, I have noticed that women with black and mixed skin, like me, do not attract the interest of researchers and brands. I myself had trouble finding cosmetic products that fit me. For all these reasons, I decided to create my own line of cosmetics to meet the needs of dark to dark skins. »


Africa, the main target continent


Nuhanciam quickly positioned itself on the international market, competing with the main players. A real feat for a small brand in the renowned tough cosmetics industry. «Our strategy consists of two launches per year. Today, we have a range of fourteen products. Two new products will be released this year. We are also reformulating old products to improve our proposal. Concerning international development, it is part of a strategy of three openings per year. »
Main target continent, Africa. The continent already represents a significant part of its market since the brand is present in Algeria, Morocco, Cameroon, Madagascar and Senegal and intends to be present in Côte d’Ivoire. She is in discussions with a distributor in the country. And this is only the beginning… « Africa is an important market for us and for all brands, due to its growth and emergence. Because the African market will grow tomorrow, taking into account demographics, the evolution of societies, the rise of the middle classes… The potentialities will prove themselves in the coming years. The most difficult thing remains to find good distributors, capable of sharing the brand’s spirit and wearing it. I want to establish real partnerships on the continent, built with real communication and marketing plans, in the same way as in France. It is a question of distributing our products and the Nuhanciam brand in France, Europe and the rest of the world.


A requirement of quality.


Its products quickly attracted a large number of customers, proof that they met expectations. Women with dark and black skins spend, according to studies, four to six times more than «Caucasian » women. To this success must be added Muriel’s outstanding business acumen. «Having your own business is highly valued in the media. There are many topics that evoke these entrepreneurs who are getting started, these start-ups who are on the right track, who have found the right positioning and seem to be very successful,» she observes. Before recalling: «However, it remains a challenge and a constant task. There are many concessions and sacrifices behind the success stories. Nuhanciam is a very beautiful, enriching and exciting adventure. It works because, with my partner, we are surrounded by experts and remain attentive to our clients. »
Undoubtedly the recipe for its success: a perfect knowledge of the market and customers. «We know our target perfectly well. But above all, we develop our own formulas. We have very strict criteria for efficiency. All active ingredients and raw materials are carefully selected to respect the sensitivity of dark to dark skins. I am very demanding on the quality of the products. This rigour requires more work and time to create each new product.» Her strength also lies in her ability to focus on the health of consumers and distribute her products in pharmacies.
«Our DNA is based on high security and high quality products. Too many products offered to our customers do not meet the criteria and do not comply with regulations. On the other hand, we scrupulously comply with European regulations with products adapted to black women. In addition, we benefit from exclusivity on certain molecules thanks to our network of laboratories.» He added: «Work and perseverance: these are the words that every entrepreneur should always have in mind,» Muriel recommends. «And above all, we are not resting on our achievements. Every day we learn and listen to our market. It is our customers around the world who are driving us forward.» The secret of any success.

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