IT Cosmetics expands across MENA

IT Cosmetics, acquired by L’Oréal in 2016, has signed a distribution agreement with CNNB Solutions to handle multiple operational areas for its e-commerce and e-distribution requirements across MENA. Started in 2008, IT Cosmetics is currently present in more than 20 global markets.

CNNB Solutions will manage eight different functions for IT Cosmetics: backend development and maintenance; stock and promotion planning; warehousing; order preparation; delivery and tracking; payment and fraud monitoring; reporting and business analytics; and optimization.

Nicolas Bruylants, Co-Founder and CVO of CNNB Solutions said, “IT Cosmetics has revolutionized beauty for women across the world. Their business model has been hugely successful and we’re proud to partner with them to enable their continued growth across the MENA region.”

IT Cosmetics chose CNNB Solutions because its team has a proven track record in building, operating, and scaling e-commerce sales channels across the region. The brand hopes to strengthen the reach of IT Cosmetics beyond traditional retail to digitally engage and serve customers.

This latest strategic agreement continues the regional expansion of CNNB Solutions, which revealed in its 2022 MENA eCommerce Report that the online shopping market will grow to 50 billion dollars across the region this year. According to the report, online shopping research by McKinsey showed that 80 per cent of people prefer more personalized retail experiences and that brands adopting such an approach see significant benefits. Marketing and sales costs can be reduced by 10 to 20 percent, customer satisfaction rates can increase by up to 20 percent and brands can convert 10 to 15 percent more sales. As the MENA ecommerce market grows, brands can benefit from incorporating D2C as part of their omnichannel strategies.