Growing in the US is the ambition of Azeco Cosmeceuticals

Azeco Cosmeceuticals is performing well in the European market and now has the ambition to expand to the United States. “Export is still mainly people work,” says CEO Claudie Kessels in an interview with evofenedex.

Some 15 years ago, owner John Herfs started the project that led to the sister companies Azelaic Products and Azeco Cosmeceuticals. That both names begin with “aze” is no coincidence: azelaic acid is the key ingredient for both. Azeco Cosmeceuticals exports to several European countries, including France and Germany, and now has the United States in its sights. The company was therefore pleased with its nomination for the Oranje Handelsmissiefonds (OHMF).

Pharmaceutical quality levels for cosmetics

“We have been operating since 2014 and are still growing every year,” says Claudie Kessels. “Pharma is a very specific line of business with complex regulations. Azeco distinguishes itself by maintaining the same quality levels in cosmetics as are used for pharmaceuticals.”

Multinationals and indie brands

The plant-based origin of Azepur99® adds to its appeal. “In the current era of sustainability, this is a prerequisite in the cosmetics industry.” Because Azeco applies the same quality requirements to cosmetics as to pharmaceuticals, its customers include international cosmetics manufacturers as well as indie brands: smaller, independent companies with a strong focus on natural products or minimal preservatives.

A wish list

“Until 2020 we did not have many cosmetics customers, but in that year we shaped our cosmetics marketing approach, and from 2021 we actively started working for the cosmetics business,” Kessels explains. “Europe is almost a domestic market for us. We first looked at the most important cosmetics producing countries, and last year we were very active in France and Germany. Now our wish list includes the United States, and we want to tackle that market professionally and for the long term.”

People work

Azeco also has successes outside Europe. Mexico came into the picture through a trade fair contact, first steps have been taken in Japan, and a British distributor helps to overcome export challenges after Brexit. “Each country has its own way of doing business and its own culture,” says Kessels. “In the end, exporting and developing new markets remains human work. You often solve something much faster in a personal conversation than with a hundred emails.”

Source: evofenedex