Alchemy Business Development (Pty) Ltd started trading in April 2013 as a Beauty Marketing and Distribution Company and is the brainchild of Karen Laubscher, a long serving professional of the South African beauty industry. An opportunity existed to introduce and represent new brands into the South African market in response to both retailer and consumer demand for superior service and newness.
Karen is supported by a Brand Marketing and Key Accounts team which is situated in Cape Town, South Africa and supports their in store sales teams with excellent product training, practical selling skills and focus on customer service. In addition Alchemy also has the support of Mosaic Manufacturing.
Mosaic Manufacturing is a major shareholder in Alchemy and the company’s infrastructure supports the back end of Alchemy regarding administration, logistics and distribution. This operation is run off of a Syspro platform and EDI is enabled with key customers. The current model allows for direct to store deliveries as well as central warehousing. Current and past primary retail partners include Woolworths, Foschini, Edgars, Truworths, Clicks, Wellness Warehouse, Dischem and selected independent salons and pharmacies.
Alchemy is a Level 4 BBEEE contributor.
THE ALCHEMY TEAM
Karen was the Marketing and Sales Director of Indigo Brands, subsidiary of JSE listed AVI. She spent some twenty five years in the business with numerous brand successes and new product launches to her name: Yardley, Lentheric, Monteil and successfully launching and managing licensed brands Rimmel, adidas, Sally Hansen, Barbie, Nailene, as well as Coty’s portfolio of celebrity fragrances Lady Gaga, Kate Moss, Béyonce and David Beckham as well as Guess fragrances.
Karen’s career took her to Woolworths in a retail buying capacity as well as a period in direct sales with Avroy Shlain Cosmetics. Karen consulted for Clicks and Sorbet on the Sorbet Colour Cosmetic Launch as well as worked on the development of the Foschini All Women Fragrances and Facial cosmetics.
Key Accounts Brand Manager
With more than 14 years in the retail and professional beauty industry, Seshnee has extensive experience in Sales Management, Training Development, Brand Development, Marketing & E-commerce Management. She has worked for numerous international luxury brands such as Estee lauder, Clinique, Decleor & Stila Cosmetics.
Brand Marketing Manager
Ashleigh has over 6 years’ experience in marketing as well as a strong educational background in Marketing with an Honours in Brand Management and a Bachelor of Commerce in Management & Economics. Her recent focus has been specialising in new product development for private label Beauty brands for Clicks, Sorbet, Avroy Shlain, Foschini and Mentholatum. Her skills set includes Marketing & E-commerce Management, Product development, Project Management, Brand Management, Market Research and Analytics.
Training & Merchandising Manager
Branden graduated with a Bachelor of Commmerce in Marketing Management from the IMM, as well as received a diploma in Advanced Beauty and Fashion Make-up Artistry and certified in permanent make-up artistry specialising in eyebrows. He has over 14 years’ experience in the beauty and skincare industry. Branden is dynamic and understands the synergy of skincare, haircare and makeup. Branden’s ability to empower, inspire and motivate Beauty Advisors across various large retailers is where he thrives.
Beauty Marketing and Distribution