Ashtad Acquires Skincare Brand KYND
A Bold Step into Holistic Beauty
Ashtad is thrilled to announce the acquisition of KYND, a premium skincare brand rooted in clean, conscious beauty. At Ashtad Ltd., our vision has always been to bring innovation and integrity to the beauty industry—and this exciting development reflects that mission.
Founded on the principles of sustainability, minimalism, and skin health, KYND offers high-performing skincare products that are kind to both people and the planet. Their formulations are cruelty-free, ethically sourced, and packed with skin-loving botanicals. With a loyal community and strong digital presence, KYND has grown organically as a go-to brand for conscious consumers.
This acquisition marks Ashtad’s strategic expansion into the fast-growing skincare segment, complementing our existing strength in cosmetics and fragrance. By bringing KYND into our family, we’re not only adding a powerful brand to our portfolio—we’re also investing in the future of skin wellness.
The Ashtad team will work closely with KYND’s existing leadership to preserve the brand’s authenticity while scaling operations, product innovation, and global reach. Exciting things are on the horizon, including new launches, sustainability partnerships, and a deeper omnichannel experience for customers.
With KYND, we’re not just growing—we’re growing thoughtfully. Stay tuned as we continue our journey in redefining beauty with purpose.
Pippa of London Expands into Malta
Trading partnership with Greens Supermarket announced
Ashtad is delighted to share that Pippa of London, our flagship beauty brand, is officially launching in Malta through a strategic partnership with Greens Supermarket, the island nation’s leading retail chain.
This expansion marks an important milestone in our mission to make premium, performance-driven cosmetics more accessible to customers across Europe. Malta’s dynamic and beauty-savvy population, combined with Greens Supermarket’s excellent market presence, makes this a natural fit for Pippa of London.
Known for its “No fuss, just fab” ethos, Pippa of London delivers vibrant colour cosmetics designed for real-life glam—effortless, bold, and breathable. Now, Maltese beauty lovers will be able to enjoy our signature lipsticks, foundations, and eyeshadow palettes with the convenience of a trusted local retailer.
Greens Supermarket’s strong commitment to quality and customer experience mirrors our own, making them the ideal partner for this exciting market entry. Our first wave of products is now available across select locations, with further expansion and in-store activations planned for the coming months.
This move reflects Ashtad Ltd.’s broader European growth strategy, and we couldn’t be more excited to introduce our products to a new audience that values authenticity, beauty, and bold self-expression.
To our new customers in Malta: welcome to the Pippa family!
Ashtad Shines at Beautyworld Middle East 2024
Beautyworld Dubai 2024 was a dazzling success—and Ashtad Ltd. was proud to be part of it!
Held at the Dubai World Trade Centre, this premier beauty exhibition brought together thousands of global brands, retailers, and industry insiders for three vibrant days of innovation and connection. Ashtad Ltd. stood proudly among them, showcasing our diverse portfolio of beauty brands—from colour cosmetics and skincare to fragrance and wellness.
Our booth became a hub of activity and inspiration. Visitors experienced hands-on product demos, met with our founders and creative leads, and explored exclusive previews of upcoming launches. The spotlight was firmly on Pippa of London and KYND, which drew attention for their bold aesthetics and clean beauty credentials respectively.
We also held fruitful meetings with regional distributors and partners, reinforcing our commitment to the Middle East and North Africa (MENA) market. With growing demand for high-performance, accessible beauty solutions in the region, Ashtad’s presence at Beautyworld signalled a strong intent to deepen our footprint in the Gulf and beyond.
Perhaps most importantly, it was a chance to connect—face to face—with customers, collaborators, and creatives who share our passion for pushing
beauty forward.
Thank you to everyone who stopped by, shared insights, or simply said hello. We’ll be back next year—bigger, bolder, and more beautiful.
Ashtad Ltd. Opens New European Distribution Hub in the Netherlands
We’re thrilled to announce the opening of our new European distribution hub in the Netherlands, a major step forward in our logistics and growth strategy at Ashtad Ltd.
This state-of-the-art facility, strategically located in Holland, is designed to streamline operations and accelerate delivery across our expanding European markets. With access to key transport links and a central position within the EU, the hub will serve as a vital node in meeting growing demand for our beauty brands.
Ashtad’s decision to invest in the Netherlands reflects our commitment to operational excellence and customer satisfaction. The new distribution centre allows us to shorten lead times, reduce environmental impact through smarter routing, and enhance the overall service experience for our retail and direct-to-consumer partners.
The move also supports our rapid expansion, including recent market entries in Malta and Northern Europe, and enables more agile responses to seasonal and regional product trends.
Beyond logistics, this investment signifies our long-term confidence in the European beauty landscape. With a dedicated team in place and scalable infrastructure, we’re ready to meet the needs of tomorrow’s customers—faster and more efficiently than ever.
At Ashtad Ltd., we’re building not just beautiful brands, but a smarter supply chain to support them.