Sami Direct Expands Cosmetics Line

Muhammed Majeed Sami Direct


Sami Direct, one of the fastest growing direct selling companies in India and a subsidiary of the award winning ingredients innovator Sami Group, is expanding the product offerings in its Johara cosmetics line with the new Johara Expert Eyeliner, after the recent success of Johara Sunscreen SPF30.

The Johara Expert Eyeliner is free of parabens and formaldehyde compounds and comes in a unique pen with a soft felt tip allowing for smooth and precise application. The formulation is highly pigmented creating an intense black line that is waterproof, quick-drying, non-feathering and lasts up to 12 hours and more.

The new Johara Expert Eyeliner is also suitable for contact lens wearers, and is ophthalmologically tested.

Sami Direct launched its personal care and cosmetics under the brand name Johara earlier this year with seven skin care products, three colour cosmetics and one body care product. All Johara products are made of natural ingredients with patented formulations, free of harmful chemicals like parabens, sulfate, synthetic dye or formaldehyde. The products are positioned in the premium category and were simultaneously launched in India, Malaysia and the Middle East. 

The $100 million Sami Group sells its products to the US, Europe, Japan, China, Australia, UAE, South Africa and Malaysia from the manufacturing facilities of Sami Labs in India and its overseas arm Sabinsa Corporation in the US. While it supplies active ingredients, formulations and herbal extracts to leading pharmaceutical companies and FMCG manufacturers, Sami Direct has been selling branded nutraceutical products including Vita Essentials, Macumax Eye care and Calci D Max.

The group has been growing its topline at a rate 25 to 30 per cent and hopes to clock a turnover of Rs 1,000 crore in three years.


Get more information, facts and figures about Sami Direct, click here for the Sami Direct overview.

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