A new Australian beauty and wellness group, Fuchsia Brands, has appointed Ali Shoraka as CEO.
Ali, a well-known figure in the beauty industry, was previously CEO at Sensori Plus Australia.
Before this, Ali had stints as managing director Oceania at Foreo and general manager – luxe brands at L’Oréal.
He has also held senior positions across multiple regions with the likes of LVMH and Puig.
In his new role, Ali has been tasked to globally establish and expand the footprint of Fuchsia Brands.
Speaking exclusively to esprit, Ali said he was “excited, humbled and energised about the journey ahead”.
“I am looking forward to sharing our ‘very Fuchsia way’ of bringing beauty and wellness to life with our customers and brand partners globally,” he said.
Ali said 2020 was shaping up to be a very busy year for Fuchsia Brands.
“In short, 2020 will be a very busy, rewarding and colourful year for Fuchsia Brands,” he said.
“The expansion of Sensori Plus into a few key global markets, introducing a new Australian brand mid-2020 and launching one of Switzerland’s most premium and innovative skincare brands into Australia are just a handful of teasers. We will announce the full plan in April when we meet the press in Sydney.”
On its website, Fuchsia Brands said its motto was “genuine collaboration with brands, retailers and consumers to bring the best of beauty and wellness to Oceania and beyond” and to highlight the best in luxury beauty.
“We are dedicated to bringing the unique, the innovative and the most relevant brands to the region. Bringing the best of luxury beauty and wellness experiences that excite our consumers and brand partners is our passion!” it reads.
The website also says Fuschia Brands “don’t see ourselves as distributors” but instead are “brand partners with an obsessive commitment to the brands we choose to work with”.
In a statement, the Fuchsia Brands board of directors said they were looking forward to having Ali’s vision on board.
“We are excited and honoured to welcome Ali onboard and looking forward to his strategic stewardship shaping the future of our brands worldwide,” they said.
In 2019, Ali transformed Foreo Oceania to the group’s highest growth region worldwide right after his time at L’Oréal Luxe where the brands under his leadership (Lancôme, YSL, Giorgio Armani, Shu Uemura and Urban Decay) experienced record-breaking market share growth and significant profitability improvement.
Brands currently under the Fuschia Brands portfolio include Australian clean beauty pioneer Sensori Plus, Swissline, a range of glam science products that are praised by doctors, media and bloggers alike, and Intimina, a Swedish brand that offers a range of products dedicated exclusively to all aspects of women’s intimate health.