French organic skincare brand Patyka has inked a joint venture with Middle East distribution company Chalhoub Group.
The deal marks the launch of Patyka in the GCC (Gulf Cooperation Council) region and Chalhoub Group’s entry into the pharmacy channel.
Chalhoub Group plans to launch Patyka at pharmacies and stores across the UAE, Bahrain, Qatar, Kuwait and Saudi Arabia by June 2023. The brand will be sold in around 300 doors in the region.
The companies say that skincare is projected to be the fastest-growing category in beauty in the GCC. The pharmacy skincare sector in the GCC is worth around $1bn.
The joint venture is part of Chalhoub Group’s strategy to develop the regional skincare market and modernize the current selective and pharmacy channels.