Shandrani Paris is a company offering retail with outstanding R&D to produce effective products with proven results with a special focus on hair loss, as well as the challenges of textured and African-Caribbean hair.

Estetica Export has interviewed Yoann Rauf CEO and owner of Everest and Didier Leroy, International Sales Director.

Can you introduce your company?
“We Started Everest Cosmetic in 2011, taking inspiration from a simple concept – to create new products that are not currently available on the market. Our first innovation was a hair straightener that we wanted to distribute in salons as well as pharmacies, beauty shops and other outlets including online. This way, we could give the clients the chance to straighten their hair by themselves at home. This was our first great success.
Later in 2016 we created a new formula for hair loss – Elixir de Croissance. This is a natural product specifically designed for people with frizzy and curly hair. The results are amazing – in only one month, clients experience an improvement in their hair quality and a decrease in hair loss.
Following this success, we decided to complete the anti- hair loss range with other products such as shampoo, conditioner and mask oil.
In 2016, we introduced a new brand, Shandrani Paris with the Easy Pouss range and, in 2018, Aloe Locks a range that specialises in protecting hair when making curls and waves. They are also totally natural high-performance products.

Yoann Rauf CEO and owner of Everest
Yoann Rauf CEO and owner of Everest

Every day, our R&D labs in Paris work with the same goal: to develop new effective treatments for hair. We experiment with innovative ingredients and test them thoroughly in order to offer our clients the best possible products”.

Do you take care of the entire production cycle?
Yes, we do everything at our plant near Paris. From research to manufacturing and then marketing and sales. Our headquarters are on The Avenue des Champs-Élysées in Paris”.

What are your most important product claims?

We ensure high quality; we guarantee 100% ‘Made in France’. We also ensure tangible results on hair and we offer cruelty-free formulas and products”.

So what is it that makes your brand successful?
The incredible results that people can see with their hair after only one month of treatment with our products, especially our hair loss treatment and our curly and frizzy range. We have developed specific products for African-Caribbean hair, which tends to be more brittle and drier than other types”.

How do you promote your products?
We work a lot with social networks like LinkedIn, Facebook, Instagram and YouTube with the cooperation of many influencers. At the moment we have about 150 of them promoting our products, especially in France and Spain. We plan to expand – probably starting with the UK and the USA”.

Is export important for you?
Certainly it is. Out of a total turnover of €1.5 Million, we export about 60% of our production, while the 40% is sold within the French domestic market. We are working to increase our export destinations”.

How are your export sales organised?
We go through one or more distributors in each country; they take care of distribution in their area; the channels they use are always the same as we have in France. Mainly we export to the French territories like French Guyana, Reunion, Martinique, some countries in West Africa, Gabon, Guinea, Senegal, Ivory coast and also some distribution in Europe like Belgium, Switzerland and Germany”.

What are your sales channels?
Our product is suitable for different kind of retail outlets like hair salons, pharmacies, and chain stores, convenient stores, department stores, for example La Boutique du Coiffeur that is a very popular retail outlet in French malls. Another important selling channel for us are the shops specialising in African-Caribbean hair and hair of other ethnicities. We have products that answer the specific needs of this client base”.

What about e-commerce?
We do work with many online platforms maintaining the same price across all channels. Some of our clients such as pharmacies and other retail outlets also have their own e-commerce so they can promote our products online as well”.

Do you exhibit in hair & beauty fairs?
“We do believe in this as way to promote our business. Beside the French show like MSB Selection Paris, we will be present at BeautyIstanbul, Beautyworld Dubai, and maybe some others as well”.

What are your plans for the future?
The sky’s the limit! We have plans to introduce our brand to more countries starting from Europe in places like Portugal and Italy; we will also be present in areas like UAE Saudi Arabia and other Middle Eastern countries. By the end of this year we are also planning to launch a brand new brand for skin care and our hope for next year is to be able to start in the USA market.”

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