Fragrance brands

Millennial Brands Secures $35 Million Capital Commitment

Millennial Brands, a company specializing in the launch and development of the next generation of direct-to-consumer and digital brands, operating in the Middle East, has secured a capital commitment of $35 million from the Global Emerging Markets Group (GEM) based At New York.

Millennial Brands currently manages 12 brands across consumer and personal care product categories, including body care, men’s care, hair care, baby care and fragrance. The company serves thousands of consumers and generates multi-million dollar sales. it is managed by a team of 100 employees, experts in the strategic and operational management of a diversified portfolio of brands.

Millennial Brands aims to drive hyper-growth across online and social channels as well as improve market share, by deploying a portfolio building strategy, targeting partnerships with direct-to-consumer brands as well as launching local brands that cater to the on-demand needs of the millennial consumer in the Middle East.

“We are very excited about the transaction with GEM, an institutional investor with significant experience and track record in investing in emerging markets. The group and its partners bring substantial expertise in creating investment value and working with emerging companies through lifecycles, all the way to the IPO stage,” said Andreea Danila, on behalf of Millennial Brands.

The company has established proven business building expertise in launching emerging brands internationally after developing and scaling a brownfield project, under a licensing model with O Boticário, which she successfully introduced to the United Arab Emirates and Saudi Arabia.