Five months of negotiations have borne fruit for Perth body products business Bethany Cosmetics and its creator Bethany James, who has signed a deal with Japanese cosmetic distributor Fujisawashiko valued at $1.6 million over five years.
Ms James launched Bethany Cosmetics two years ago after spending 12 intensive months researching cosmetic ingredients and the bath and body market.
The Bethany Cosmetics range is already sold in David Jones stores throughout Australia, and Fujisawashiko (distributor for L’Oreal and Maybelline) will launch the range in May before the products hit Japanese shelves in the lead-up to Christmas.
Ms James is one of a handful of Perth women to have achieved success in the creation and widespread sale of their own line of cosmetics and body products.
Others include the self-titled Megan Gale range, and BECCA by Rebecca Williams.
David Jones cosmetics general manager Neale Joseph said there were several elements he looked for when selecting products for the company’s stores.
“The product and its brand have to be clear,” he said. “It needs to be relevant and the company or the founder needs to have a clear idea of where they are and where they want to take their product.
“There has to be a focus on market positioning and quality of packaging, marketing and advertising.”
Mr Joseph said the cluttered nature of the cosmetics market meant he also looked for something “a little bit different”.
Ms James, a WA Business News 40under40 winner in 2002, said the Bethany body product range was “all about women finding 15 minutes everyday to pamper themselves”.
“I have always been obsessed with beauty products and pampering, but I was confused by the ingredients and what made some products more expensive,” she said.
“The more research I did the fussier I became about what I put on my skin.
“So I decided I wanted to launch my own range and worked with a biochemist getting the formulas right.”
Ms James said Fujisawashiko believed the Japanese market was moving away from the large cosmetic brands and the company wanted something boutique.
“Fujisawashiko started a new section of their company specifically to source a boutique brand,” she said.
“They found 130 from around the world and they narrowed it down to one, Bethany Cosmetics.”
Mr Joseph said Bethany Cosmetics had been successful because its creator was focused, paid attention to detail, produced a quality product and knew her market.
