Bold & Beautiful Cosmetics Fiji has signalled plans to expand beyond its central division footprint, with company directors saying the retailer is exploring new outlets in Nadi and Lautoka before the end of the year. The move is the latest development as the Suva-based business builds on recent openings and steady growth since launching in 2023.
Directors Shireen Lata and Shanal Sivan told this newspaper the company now operates from three locations in the central division — Damodar City in Laucala Bay, Nausori Plaza — and opened a new branch at Yatu Lau arcade in Suva last month. That outlet, they said, forms part of a deliberate expansion and consolidation strategy ahead of the potential push westward to Fiji’s tourism and commercial hubs of Nadi and Lautoka.
The company began trading in 2023 with a stated mission to supply genuine skincare and beauty products in a market where counterfeit goods are a growing concern. “When we entered the market in 2023, it was with a clear mission to provide genuine skincare and beauty products in a space increasingly challenged by counterfeit alternatives,” Ms Lata said. She added that maintaining customer trust remains central to operations: “In a market where fake products exist, trust becomes everything and our customers know they can rely on us for honest advice and genuine products.”
Bold & Beautiful’s product mix is aimed at a broad demographic, the directors said. Younger customers are drawn to modern beauty trends such as blushes, highlighters and lip anti-ageing products, while more mature shoppers are seeking skincare and anti-ageing solutions. Ms Lata noted the company serves a diverse customer base across a wide range of age groups, and that product selection and staff advice are tailored accordingly.
The business has leaned on a growing digital presence to lift sales and engagement. Directors said social media and online content have played a significant role in raising the brand’s profile and helping to educate customers on product authenticity and proper use. While expansion to the west remains a target, Ms Lata stressed the immediate priority is to “strengthen and refine” services within existing central division locations to ensure consistency of standards as the network grows.
Bold & Beautiful also operates a sister company, Bold Essentials, which focuses on affordable home and lifestyle products. The two ventures, the directors said, allow the group to capture different segments of consumer spending while maintaining cross-promotional opportunities between beauty and everyday essentials.
As the company assesses sites and logistics for Nadi and Lautoka, its measured approach suggests an incremental rollout rather than rapid scaling. The planned expansion, if realised by year-end, would extend the retailer’s reach into Fiji’s western corridor — a move that could provide access to both local shoppers and the visitor economy. For now, customers and potential franchise or rental partners are awaiting confirmation of specific store locations and opening dates.
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