In virgin territory

With an innovative idea, a clear vision, an enterprising team and Richard Branson as support, Ross Simmons heads the £50 million Virgin Vie cosmetics that has made inroads in the UAE


It was the perfect idea. A cosmetic brand that would stand on its own. Imbued with energy and beauty, it was meant to tempt and lure people to "cross the boundaries of brand snobbery and try something new".

Above all, the newborn brand was blessed with a famous, hi-profile businessman 'father'.

That's how six-year-old Virgin Vie, the cosmetic company of well-known tycoon and adventurer Richard Branson's Virgin Group, was conceptualised.

Four enterprising, experienced former Body Shop women, decided to create a lively cosmetic child. And that child had a powerful father - Richard Branson.

Why Branson?

Says Ross Simmons, managing director and one of the four founding members of the London-based Virgin Vie Cosmetics, "The image we wished to create for our new brand seemed to fit in with the attributes of the Virgin Group. Besides being innovative, Richard reflects the fun, life and energy we wanted our brand to have. So, Vie, which means life in French."

Branson loved their idea and approved the plan and told them to "shake up the market" a bit.

Thus, emerged an "un-British but international", multi-hued cocktail brand. It was fused together from the concoctions stirred in the laboratories of the top formulators and manufacturers in the beauty industry - for skin care it was Switzerland, make-up from Milan and New York and perfume from Paris. They dressed up their Virgin baby in a Japanese Kyoto-styled, square-shouldered bottle and a teasing, transparent Venetian glass.

The Virgin brand was launched in October 1997. Today, says Simmons, the company boasts 22 stores, 12 flagships, 10 Virgin Spa outlets, 9,000 direct sellers and a business worth £50 million in the UK.

Virgin in the UAE

Virgin cosmetics entered the UAE market a year ago in a quiet way through their franchise partner - Liwa BHS. "I must admit UAE was not on top of our list, but Liwa BHS came to us. They liked our idea and felt the market here is looking for something new and surprising. It was too good an opportunity for us to miss," Simmons says.