For the first time in the 8000-year history of winemaking and viticulture in Georgia, company Piel Naturals has created a premium line of face care products with a unique formula of grape seed oil of the Georgian, endemic Rkatsiteli.
“Falling in love with one touch” – that’s what the customers called the unique facial nourishing day cream with grape seed oil formula grown in the microflora of Georgia, which, thanks to the natural antioxidant properties of its constituent ingredients, is an ideal regenerator and radiant skin product.
This product, even for users with sensitive skin types, solves their biggest problem: finding the perfect nourishing product for their skin type, made from 98% natural ingredients, vegan, gluten-free, silicone-, paraffin- and paraben-free, not tested on animals.
An analogue of this product has not yet been created in Georgia. Georgian grape seed oil is not used by any global brand in the production of cosmetics. The unique formula was created by Tamar Lomadze. At the same time, the product is distinguished by the fact that it is 100% handmade, its packaging is eco-friendly, presentable, a map of the united Georgia and a Georgian vines are printed on it, which causes a feeling of patriotic pride among Georgian citizens, and a great interest from foreign tourists.
Further, the products are internationally competitively priced, and citizens of Georgia can enjoy them at an exclusive half price at any time, because the company’s goal is to enable all citizens of Georgia to enjoy using the unique product of grape seeds grown on the land of their own country.
The company’s plan for the next two years, they say, is to go into large-scale production and open Piel stores in at least ten countries under the franchise model. This will increase the company’s cash flow, which will be used to build a large cosmetic factory in Natakhtari, for which the company has already purchased land. The number of employees in Georgia will increase from its current 50 people, 95% of whom are women. The goal of the company is to promote the economic independence and strength of women in Georgia. With the increase in production, the number of economically independent women will increase tenfold. Also with the increase in production, a new industrial field will be developed, the raw materials processed by wine enterprises on the market will be fully utilized, and Georgia will export grape seed cosmetics to the world market for the first time in history.
The product Piel Naturals created received a great response from both Georgian citizens and foreign customers. These products excited the citizens of the Arabic country so much that in January 2023, they decided to open a chain of Piel stores in Kuwait, as well as in Dubai and Saudi Arabia. The company was officially registered in October, and very soon the first Piel store will be opened in Kuwait, where the unique products created by Piel will be appreciated and present Georgia in a new direction. There are also ongoing negotiations with Switzerland and Italy.
The product was highly praised by the American ambassador, Kelly Degnan. At the 4th of July event dedicated to the American Independence Day, Ambassador Degnan revealed that her beauty secret is this cream, which Piel gave her in the spring. Delighted with the product, she saids that she recommended the company to the president of the country, Salome Zurabishvili: “I am sure that Salome knows about your product, but I wanted her to know about it and have this gift from me,” she said while talking to the founder of the company.
In spring, Piel Naturals also presented samples of their product at the International Exhibition of Cosmetic Formulators in Barcelona, where they were impressed by the texture of the product, because it is very difficult to create a formula whose texture is as soft and light as silk, without synthetic additives and silicones.
The product was tested on 100 volunteer users immediately after its creation, and 100 of them reported that they really liked its texture, skin tone and softness after using these products.
“To raise awareness of the product, many little packs of grape seed cream were produced, many of which were given away as gifts to our loyal customers,” the company states. “In addition, we test this product on the spot for all customers throughout the year at all ten of our locations, and offer 1 month trials at the most budget price, thus giving many customers the opportunity to try the product. Users have repeatedly mentioned that this product is a “fall in love with one touch” one. All this increased product awareness and sales. Those who try it once will never stop and will become regular users of this product, no matter how demanding or sensitive their skin type is.
“Also, many foreign tourists send their friends who came to Georgia to our locations to buy this product repeatedly. The product has earned the trust of customers because the company manufactures products in accordance with the international ISO standard, and this year it successfully passed the audit.”
Translated by Mariam Mtivlishvili
