BY MAE JOHNSON

IN TODAY’ S INTERCONNECTED LANDSCAPE, spa leaders face both unprecedented opportunities and complex challenges when expanding their brands internationally. The global economy focused on selfcare, already a multi-trilliondollar force, continues to grow rapidly post-pandemic, with the spa sector maintaining its position as a cornerstone of this expansion. With insights from three industry leaders— Tim Waller of BABOR BEAUTY GROUP, Verónica Fisas of Natura Bissé Group and Sammy Gharieni of Gharieni Group— this feature explores the global strategies, cultural nuances and innovative approaches driving successful international growth in the spa industry.

DISTINCTIVE BRAND HERITAGE: The Foundation for Global Credibility A compelling origin story with authentic heritage provides the essential foundation for international credibility. Each of our featured leaders has capitalized on their unique brand DNA when expanding globally.

For BABOR BEAUTY GROUP, German precision and scientific expertise form the cornerstone of its global appeal.“ Founded in 1956 by chemist Dr. Michael Babor, the brand has decades of experience in developing professional skincare for salons and spas and has been recommended by doctors since the beginning,” explains Tim Waller, co-CEO of BABOR and president of BABOR & Premium Brands. This scientific legacy gives the brand particular relevance in markets where consumers value research-backed efficacy.

Family-owned Spanish luxury brand Natura Bissé built its international reputation from a serendipitous discovery.“ My father noticed employees working with collagen, elastin and keratin amino acids had extraordinarily soft hands,” reveals CEO Verónica Fisas.“ His curiosity led him to uncover that these natural amino acids, in their free form, have a powerful effect on the skin.” This blend of scientific curiosity and tangible results has propelled the brand to prestigious recognition, including being named“ World’ s Best Spa Brand” for four consecutive years.

EDITOR’ S NOTE: This story features insights from three spa companies whose representatives generously shared their time and experiences with Pulse magazine. We recognize many other innovative and valued brands are also contributing to the growth and evolution of our industry. We welcome and encourage all members to share their unique perspectives for consideration in future features.

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