Abu Dhabi – Mubasher: Multiply Group, a subsidiary of International Holdings Company (IHC) and the owner of beauty brands Bedashing, has inked a strategic merger with Ben Suhail Group, the owner of the beauty and spa brand Tips & Toes.
Operating under the newly established Omorfia Group, the joint venture is 51% owned by MG Wellness Holding, a subsidiary of Multiply Group, and 49% by another shareholder, according to a press release on Tuesday.
Omorfia Group owns all of the shares of the companies' consumer and B2B brands, including Tips & Toes, Bedashing, Jazz Lounge Spa, and Ben Suhail Distribution.
Tips & Toes comprises 35 branches across the UAE and KSA, while Bedashing owns 21 branches, located across four emirates.
The CEO and Managing Director of Omorfia Group, Faris Suhail Al Yabhouni, said: "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."
Meanwhile, the CEO of Multiply Group, Samia Bouazza, commented: "The beauty and lifestyle business represents an increasing share of Multiply Group's diversified with a particular specialism in this sector."
