Orange County Business Journal

Beauty Bid

Australia’s Mor Cosmetics Goes After U.S. Market From Los Alamitos Base Alisha Gomez Sunday, June 5, 2011

With the mindset of the recession still lingering, Mor tries to offer products at different prices, according to Flores.

“We’re trying to react to the market and fill the gap where we can,” she said.

In 2009, the company came out with its Little Luxuries collection of creams, soaps, lip balms and perfumes in smaller boxes to allow “that little luxury at a fraction of the price,” Burmas said.

Competition

The company is going after a crowded, fragmented market in the U.S. that includes beauty products makers and retailers that sell their own products.

Local rivals include Irvine’s Too Faced Cosmetics Inc., Laguna Niguel-based Epicurean Discovery, Irvine-based Arbonne International LLC, Laguna Niguel-based Apriori Beauty LLC and Newport Beach’s Urban Decay Cosmetics.

Stores?

Long-term plans call for opening Mor cosmetics stores, according to Burmas. That would put the company in the footsteps of Boston’s Fresh Inc. and Britain’s Lush PLC.

Mor has 10 workers here, including warehouse employees. It employs 45 people in Australia.

More hiring could be on the way, focused on the company’s social media sites, according to Flores.

The goal is to build brand recognition here like Mor has in Australia.

In Australia, “it’s a brand they know and love,” Flores said.

Gomez is a former Business Journal editor and freelance writer based in Long Beach.

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