The Story Behind Seven Secrets
A fully-Egyptian cosmetics brand founded by a team of passionate female entrepreneurs, Seven Secrets uses natural ingredients from local farms, ensuring high quality products at affordable prices. Aside from production, Seven Secrets is active in the community and maintains strong support for local charities. Co-founded by Ghada Hamdan, we got the chance to sit down with her for an exclusive interview unraveling the secrets behind Seven Secrets.
What’s the story behind Seven Secrets?
In 2016 there was a rise in customs imposed on a few imports including body care. This caused their prices to rise significantly. The Egyptian Pound faced devaluation in the same year. Imported body care became quite unreasonably priced. My partners and I saw a market gap, hence an opportunity. We are a family of business women. For the “know-how” we contacted Cosmetics Consultants and worked with them on offering products that are locally made, with world class quality. We decided to use top quality ingredients and sent our formulae to the Ministry of Health for approval. This took months and once approval was given, we began selling on Facebook and Instagram. We priced our products at what we felt was affordable to a wide range of Egyptian women, because this is what they deserve, to not only be satisfied, but impressed with the value they are receiving for their money. We took part in exhibitions. People fell in love with the product! We later rented spaces in malls. Today we have 5 branches in three cities, Alexandria, Cairo and Mansoura. We reinvested every pound we earned and moved from third party manufacturing to our own factory. Our products are all conforming to the Egyptian Standard Specifications.
Why should one choose Seven Secrets over your rivals?
I wouldn’t say one “should” choose Seven Secrets over “rivals”, some market players have really cool products, we all complete each other! However, if one chooses a product based on facts and not emotions, then naturally the choice would be a product that offers great quality, safety at a reasonable price. And that’s what we aim to keep doing.
What made Seven Secrets find immense success in such a short period of time?
First and foremost, we are lucky to have a very ambitious hard working team, from R&D to Sales & Marketing and every department that helps take the product from an idea to life. Moreover, the aim from day one was to provide a great quality product at an affordable price that makes our customer happy! And last but not least, one major reason would be Customer Care, each and every single customer matters (seriously!).
What are your range of products?
Body Wash, Scrub, Cream, Splash, and Facial Soap are available in a variety of sizes and fragrances, floral, fruity, and oriental. We also offer Facial Cleanser, Toner, Jojoba Oil, Lip Balm, and a Sun Care Line. As well as accessories like towels, bath sponges, etc.
What are the most special ingredients used?
Pure Honey which we source from our own farms, and pure jojoba oil, both available in most products.
It is also important to ask what ingredients do you care not to use?! We work hard to produce formulae that are very safe by making sure they are Paraben Free and SLS Free.
What’s your personal favorite product? And why?
I love and use all our product categories in all fragrances because it’s so hard to choose!! But I can tell you my most frequently chosen fragrances these days, Japanese Cherry Blossom, Bronze Queen (a coconut & vanilla mix), Bouquet (a tulip & orchid mix) because they are newer than the others. I am aware of what is called fragrance fatigue so after using a certain fragrance for a while, I start using other ones that I also love like berry mix, strawberry and peach. I also love Oud and Sweet Paradise! I can’t really choose so I alternate!
We heard about your support for the Foundation of Banat Al Nour & Society Development. Could you tell us why it’s important for you to support the visually impaired?
Oh these girls are so inspiring! Even though they have lost their vision, they hand make beautiful bamboo baskets with perfect precision and quality. We buy these baskets from them and offer to our customers for free along with their purchase of a complete set. Their productivity simply touched our hearts and added so much more value to our product offering! Knowing that a visually impaired girl has prepared the basket has been so heart warming for our customers. We now make sure that all our customers who purchase the complete set in bamboo basket know that they have just financially contributed to supporting the foundation. We are so proud of these girls and by God’s grace we will always strive to support them.
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