DBELLEZA COMPANY

Ethnical and Natural Beauty Products

Jalan Raya Pejuangan No. 8, Jakarta Barat 11530
Telp: (021) 800-6000, Fax: (021) 6000-8000
Website: www.dbelleza.com, Email : web@dbelleza.com

DBelleza Company Profile

Prepared by:
BINSAR HILLMAN / 1601270385
HANA CHRISTY FELANY / 1601274452
IRZA OXSYA ARIFIN / 1601272296
RATIH DWI ZULYA / 1601285696
SATRAENAIL LANPUPA / 1601283570

TRIA NITA SITUMORANG / 1601284384

I.

The Background
Founded in 1976 by the late British environmental and human rights campaigner Dame Lalita Rossy,
DBelleza started life as a small outfit in Brighton selling just 25 products. Customers were encouraged to
recycle packaging (partly because Rossy didn't have enough bottles at first) and there was a real
emphasis on natural ingredients that were ethically sourced and cruelty-free. Now the range consists of
over 300 products and there are more than 2500 stores worldwide.
DBelleza is the first cosmetics brands to prohibit testing on animals, and also the first company to
introduce Fair Trade to the beauty industry, which is all very well. But in 2006, Rossy rather
controversially sold DBelleza to cosmetics giant DOral for the princely sum of 652m. Rossy had never
been your stereotypical beauty entrepreneur. She had strong opinions on the world she was part of,
once famously saying that she hated the beauty industry, calling it "a monster selling unattainable
dreams". Unfortunately, Rossy died in 2007, so what influence she may have had we will never know.

II.

Vision and Mission

Vision
To be the world's number one natural and ethical beauty brand and make innovative products
without testing them on animals, without destroying the planet, and without exploiting the
people that made them.

Mission
1. To dedicate our business to the pursuit of social and environmental change.
2. To creatively balance the financial and human needs of our stakeholders: employees,
customers, franchisees, suppliers and shareholders.
3. To courageously ensure that our business is ecologically sustainable, meeting the needs
of the present without compromising the future.
4. To meaningfully contribute to local, national and international communities in which we
trade, by adopting a code of conduct which ensures care, honesty, fairness and respect.
5. To passionately campaign for the protection of the environment and human and civil rights,
and against animal testing within the cosmetics and toiletries industry.

6.

To tirelessly work to narrow the gap between principle and practice, while making fun,
passion and care part of our daily lives.

III.

The History of Company

The very first DBelleza store opens on 26th March 1976 in Brighton, on the south coast of
England. By 1978 a kiosk in Brussels became the first overseas franchise, and by 1982 new shops open at
the rate of two per month.
In 1985, in its first year as a public company, DBelleza sponsor posters for Greenpeace. A year later,
it creates an Environmental Projects Department of its own, while the first major window campaign for
DBelleza is "Save the Whale" with Greenpeace, in 1986.
The first Community Trade product for DBelleza, a Footsie Roller, is produced in 1986 by a supplier
in southern India. This trade in Footsie Rollers has evolved into the current trade with Teddy Exports in
India, one of our key Community Trade suppliers.
By 1990, just one year after launching in the USA, there are 2,500 applications for a franchise, with
demand for DBelleza products ever-growing, driven by expansion which saw the company trading in
39 countries within just fourteen years after the opening of the very first shop!
In 1990 DBelleza Foundation is established, a charity which funds human rights and environmental
protection groups.
The Big Issue paper for homeless people, which began as a DBelleza Foundation project, is launched
in 1991. By 1998 its success saw DBelleza Foundation part-funding the launch of The Big Issue stateside,
in Los Angeles.
The New Academy of Business is established in 1995, as an initiative by Lalita Rossy. This innovative
management degree, addressing social, environmental and moral issues, is run at The University of Bath,
in England.
In 1993 DBelleza launches a high profile international campaign to raise awareness of the plight of
the Ogoni people and their leader Ken Saro-Wiwa. They were being persecuted for protesting against
Shell and the Nigerian dictatorship over exploitation in their homeland.
DBelleza At Home, the direct-selling arm, is launched in the UK in 1994, Canada in 1995, Australia
in 1997, and USA in 2001. It has now rolled out in 48 states in the USA and is set to grow even bigger.
DBelleza continues to increase its positive environmental practices. In 2001, DBelleza UK region
and service-centre head offices in Watersmead, switch to Ecotricity, providing them with energy from
renewable sources. In addition, a number of DBelleza stores have now converted to green electricity.

Campaign successes include the Against Animal Testing campaign. The campaign leads to a UK-wide
ban on animal testing of cosmetic products and ingredients in November 1998, and the largest ever
petition (four million signatures) being delivered to the European Commission in 1996.
In 1997, DBelleza is the first international cosmetics company to sign up to the Humane Cosmetics
Standard, supported by leading international animal protection groups.
In 1995 and 1997 DBelleza Values Reports are recognised as trailblazing by United Nations
Environmental Programme and SustainAbility, and ranked highest in their review of International
Corporate Environmental Reports.
In 1997, DBelleza celebrates its 21st birthday with the launch of a new flagship store design,
winning the prestigious Retail Week Store Design of the Year Award.
To celebrate the 50th Anniversary of the Universal Declaration of Human Rights in 1998, DBelleza
launches a joint worldwide campaign with Amnesty International to highlight the plight of human rights
defenders around the world, encouraging customers to 'Make Your Mark' for human rights. This
successful campaign saw three million people sign up.
In 1999, DBelleza creates four new business units in the UK, Europe, the Americas and Asia, shifting
its operational and management structure out to the regions.
2001 saw the first DBelleza customer reward programme launched in the US. It becomes so
popular, it's now in key markets globally, known as Love Your Body customer programme with
customers rewarded by 10% off their purchases, free gifts and a birthday present, as well as other
members-only benefits.
DBelleza branches into South Africa in June 2001, via New Clicks Holdings as DBelleza direct
franchisee in South Africa. New Clicks have a strong commitment to corporate social responsibility
through its New Clicks Foundation.
During 2002, DBelleza runs a global campaign with Greenpeace International on promoting
renewable energy, which culminates in the presentation of over six million customer signatures at the
World Summit for Sustainable Development in Johannesburg. We further our commitment to
environmental sustainability through investment in renewable energy, funding of energy efficiency
projects in the developing world, and incorporating post-consumer recyclate into our packaging.

During 2003 DBelleza launches a global campaign to raise awareness and funds to help those
affected by domestic violence. The Stop Violence In The Home campaign builds on almost a decade of
campaigning on the issue in a number of our markets, including Canada, the USA, and West Malaysia.
The campaign aims to highlight the issue, raise money to support the work of groups helping victims of
violence, and ensure that customers and employees are provided with information on sources of advice
and help.
Lalita Rossy is appointed as a Dame of the British Empire as part of the Queen's Birthday Honours on
Saturday 14th June 2003.
During 2003 DBelleza launches in Estonia and Turkey.
In 2004 DBelleza is the first global retailer to join the Board of the Roundtable for Sustainable Palm
Oil, working with NGOs and plantations to protect tropical rainforests and improve the human rights of
workers and indigenous people.
In 2005 DBelleza joins The Campaign for Safe Cosmetics and is commended by Greenpeace and the
Breastcancer Fund for our responsible chemicals policy.
During 2005 DBelleza is awarded for achieving higher standards of animal welfare in the cosmetic
category at the first annual awards of the Royal Society of Prevention of Cruelty to Animals in the UK. An
independent panel of judges chose DBelleza as winners because of our Against Animal Testing policy.
DBelleza arrives in Jordan and Russia in 2005, bringing the total of stores around the globe to 2,045.
On March 27th 2006 DBelleza turned 30.
In 2006 DBelleza wins PETA's Proggy (progress) awards for its ongoing commitment to avoid animal
testing.
In 2006, as part of the ongoing Stop Violence in the Home, DBelleza creates a partnership with
UNICEF and the United Nations Secretary-Generals Study on Violence Against Children, to conduct a
study into the effects of domestic violence on children.
DBelleza becomes part of the D'Oral Group and de-lists from the London Stock Exchange on July
12 2006. It retains its unique identity and Values and continues to be based in the United Kingdom. It
operates independently within the DOral Group and is led by the current management team of
DBelleza reporting directly to the CEO of DOral, Jean-Paul Agon.
On 10th September 2007, our founder and inspiration, Dame Lalita Rossy, sadly passes away at the
age of only 64. Her legacy and inspiration continues at DBelleza.

In 2007 DBelleza join forces with MTV in a new brand partnership to raise funds and awareness
about HIV and AIDS amongst young people, through the Spray to Change campaign. Over 430,000 is
raised through sales of the limited edition Rougeberry fragrance. The money raised goes to the Staying
Alive Foundation, a charity who fund with grass roots organizations raising awareness and educating
young and at-risk groups about HIV and AIDS.
In January 2008 Sophie Gasperment joins DBelleza, assuming the role of Chief Executive from June
2008.
August 2008 sees the unveiling of DBelleza exciting new brand look.

The meaning behind DBelleza Logo

1. Green is the color of nature, fertility, life. Green symbolizes self-respect and well being.
Green is the color of balance. It also means learning, growth and harmony.
2. The leaves on the both sides means that our products are 100% vegetarian. We never tests
on animals. We believe leaves will bring a new sprouts of life purity, freshness, and beauty.
Also, we want to bring you products that enhance your natural beauty and express your
unique personality.
3. Circles commonly represent unity, wholeness, and infinity. The circle also means that we will
accept the difference and make everyone feels beautiful because we believe that true
beauty comes from the heart. We will embrace this beauty and make something of it, like
against the animal testing for example.

IV.

Organization Structure

CEO
Ratih Dwi

CFO

Binsar Hillman

CMO

CRO

COO

CIO

Hana Christy

Irza Oxsya

Tria Nita

Satraenail

Advertising

PR
Sales
Supervisior

V.

HRD

East Divison

Research &
Development

Central Division

West Division

Activity

Against Animal Testing

Every one of our products is animal cruelty free and vegetarian. In fact we were the first
international cosmetics brand to be recognized under the Humane Cosmetics Standard for our
Against Animal Testing policy. We comply with the very strict requirements of the Humane
Cosmetics Standard. This standard was set by the British Union for the Abolition of Vivisection
(BUAV) and is regarded as the highest standard for animal welfare in the cosmetics industry.
They audit us regularly to ensure we comply. We also audit ourselves. Every two years we check
our policies and compliances to ensure we're adhering to the latest animal-welfare guidelines.

Community Fair Trade

We launched Community Fair Trade in 1987. Its our commitment to trading fairly with
suppliers. We seek out small-scale farmers, traditional artisans and rural co-ops that are experts
in their field. In exchange, we offer good trading practices and independence-building prices.

Activate Self Esteem

We believe that true beauty comes from confidence, vitality and inner wellbeing. We strive to
use imagery which doesn't play on women's insecurities, and to bring you products that
enhance your natural beauty and express your unique personality.

Defend Human Rights

We have always campaigned on issues close to our heart, where we believe we can make a real
difference. Since 1994 we've helped to raise funds and global awareness of domestic violence.
Since 2004, over 4m(1) has been donated to local partners who fund the prevention, support
and protection of abused women and children.

Protect Our Planet

Protecting the planet is even more important today than it was in 1976, when we first published
our five core values. We're committed to reducing our impact on the environment by reducing
the energy we consume and generating less waste. We take full responsibility for the way we
run our business. We're using our global network to help change attitudes around the world.
And we're building on positive efforts already being made by our suppliers, franchisees,
colleagues and customers.

Ethical Trade
Ethical Trading is about brands, retailers and suppliers taking responsibility for the working
conditions of the people who make the products they sell. It's about making sure that workers
are treated fairly, with dignity and respect.
Our passionate commitment to human rights has always shaped how we trade with our
suppliers around the world. We build close relationships with those suppliers and work together
to ensure ethical trading is at the heart of our, and their, business. We believe this is the way
business should be done.

VI.

Products

Bath & Body

Indulge Your Body. Soaps, Shower Gels, Body Scrubs, Body Butter, Lotions And Hand Creams In
Feel Good Textures And Fabulous Flavors.

Skin Care
Powerful ingredients, feel good textures, effective formulas. Our skincare ranges feature
Cleansers, Toners, Moisturizers, Serums and Eye Creams for all skin types.

Makeup
Boost your natural beauty with our collection of Foundations, Powders, Mineral Make-Up,
Blushers, Bronzers, Mascaras, Eyeliners and Eye Shadows.

Hair
Make every day a good hair day. Cleanse, Nourish and treat your locks with Shampoos,
Conditioners and Styling products for all hair types.

Fragrance
Scents for her and for him. Eau de parfum, Eau de toilette and Fragrance Mists with rare notes
and natural extracts.

Male
Cleanse, shave, protect. Grooming, Shaving And Skincare products for men that are fast and
fuss-free.

VII.

Closing
We believe true beauty comes from the heart. For us, beauty is much more than a pretty face.
It's about feeling good and doing good, too. We make our products with love and care. We source some
of the finest raw ingredients from the four corners of the globe. We harness the skills of artisan farmers
and add our expertise to create effective products that are wonderful to use. We trade fairly so
communities benefit as well as you. We never test on animals, and all our products are 100% vegetarian.
We campaign with passion on issues close to our heart, because activism is in our blood. We always
keep people, animals and the planet in mind. So when you shop with us, you are choosing.
If you have any comments or questions about us please contact our customer service department at
at weborder@dbelleza.com.