Creightons gains ground in offsetting lost sales as demand for hygiene beauty falls

By Becky Bargh | Published: 5-Jan-2022

Emma Hardie owner is said to be making ‘excellent progress’ in making up sales with growth from its core business

British beauty maker Creightons is said to be making ‘excellent progress’ in offsetting a reduction in sales of hygiene-focused beauty as demand wains.

Sales of hygiene skus for the previous full year up until March 2021, generated more than £14m for the business, but as the severity of Covid-19 diminishes, so too has germaphobic consumers’ need for hygiene-backed products.

“I am pleased to report that the group had made significant progress in growing its core business during the first half year ended 30 September 2021,” said William Mcllroy, Creightons’ Chairman, in a statement.

“Core sales have increased by £8.37m (40.2%), which has substantially replaced the Covid-19 related hygiene sales which were a once off feature of the previous year.

“The group’s performance is a tribute to the agility and resilience of the teams who have again demonstrated the ability to take advantage of available opportunities and manage potential risks.”

Compared with the six months ended 30 September in 2020, Creightons reported a loss of £2.37m (7.3%) in sales to £30m for the period.

Operating protest before exceptional costs stands at £2.6m, compared with £3.01m in 2020.

In spite of the uphill climb to make back sales, Creightons was able to snatch up two independent beauty businesses from the market in 2021.

First was the premium skin care brand of renowned facialist Emma Hardie, which the company paid £6.3m for, during the summer of last year, followed by personal care group Brodie & Stone a few months later.

Heading into 2021, Cosmetics Business found that Covid-19 has had a profound effect on consumers’ demand for hygiene-related beauty, with 92% of customers more likely to shop for more hygienic personal care products.

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