Erotica company targets Muslims

Erotica company targets Muslims

German erotica company Beate Uhse has struck a deal with El Asira, a cosmetics company from Amsterdam, to conquer Muslim countries. CEO Serge van der Hooft gives himself 6 months to conquer "an enormous growth market".

First contracts in Egypt and Indonesia

The German erotica company, mostly known over here for its online and mail order retailer Pabo, is determined to conquer the Islamic world. "We have already signed the first contracts for Egypt and Indonesia", Serge van der Hooft (Beate Uhse's CEO) told press agency Belga.

 

He believes a lot of Western companies have no idea what to do with the Islamic world, but he feels there are opportunities in this "enormous growth market. We will mainly focus on young, female Muslims, but we will see if it is a success. I want to use a 6-month period to check whether there is a market out there for us."

 

"Sharia Compliant"

Beate Uhse has contacted a specialist in El Asira, a cosmetics company from Amsterdam which has focused on Muslims since it was founded in 2012. Abdelaziz Aouragh (33), its founder, emphasizes that the traditional erotic items like dildo's or blow-up dolls will not be included, but that it's more "atmospheric lotions and sensual beauty products meant to optimize a woman's beauty".

 

"A lot of beauty products' contents are halal, but there are brands that use Buddhist logos or texts and that won't be the case here. There won't be any scantily dressed woman on the cover either and our company will not borrow money." That makes the products "Sharia Compliant: in accordance with and permitted by the Sharia".

 

Interested consumers won't have to visit a sex shop to acquire the products as Beate Uhse wants to sell the range of products through convenience stores and perfume stores and through Christine le Duc's and Pabo's web shops. El Asira will take care of sales abroad. "Beate Uhse is mostly there to offer logistic support", Serge van der Hooft said.

Questions or comments? Please feel free to contact the editors


Sephora launches smaller store formula

24/07/2017

Cosmetics manufacturer Sephora launched a smaller store formula in the United States. Up until now, it had focused on large stores, but has now turned its attention to smaller stores.

Brazilian takeover of The Body Shop confirmed

29/06/2017

L’Oréal has officially confirmed the sale of its British subsidiary The Body Shop to Brazilian Natura Cosméticos. The deal was signed this week, is estimated to be worth 1 billion euro and should be finalized before the end of the year.

AS Watson wants to acquire Holland & Barrett

22/06/2017

AS Watson, Kruidvat’s parent company, has entered negotiations to acquire Holland & Barrett. It is apparently willing to pay one billion pounds (1.15 billion euro).

Estée Lauder doubles Victoria Beckham product range

22/06/2017

Things are going very smoothly for Estée Lauder and Victoria Beckham. Their first two “limited collections” sold out instantly and that is why the former Spice Girl will create a third collection.

Brazilian competitor on the verge of The Body Shop acquisition

09/06/2017

French L’Oréal has entered exclusive negotiations with Brazilian Natura Cosméticos to sell store chain The Body Shop, in a deal that should be worth a billion euro.

Belgian online pharmacy Pharmasimple wants to conquer Europe

29/05/2017

Pharmasimple, an online pharmacy founded in Brussels seven years ago, experienced a 66.2 % turnover growth to 11.3 million euro in 2016. However, it has lofty ambitions, targeting a 100 million euro turnover in the next five years.

Back to top