The Georgian bath, body, and hair care brand Kashkash has officially become the exclusive representative of the French luxury spa brand Phytomer. The announcement was made by the brand’s founder, Keto Giorgobiani, during her interview on BMGTV’s program Women’s Narrative.
Phytomer, a global leader in marine-based skincare, brings a strong heritage to the Georgian market. With 50 years of experience, presence in 80 countries, and around 75 patents, the brand is widely recognized for innovations that combine sensory pleasure with clinically proven results.
According to Giorgobiani, Phytomer’s formulas are designed both for professional spa treatments and for daily home care. In Georgia, the brand is already available through several partner establishments, including Swissôtel Tbilisi, where customers can access the full product range.
Phytomer’s market strategy in Georgia focuses primarily on the B2B segment, targeting spa centers and the growing tourism sector. However, selected products will also be available in the B2C segment through exclusive retail partners and Kashkash's online store.
“Clients can enjoy spa treatments on-site and maintain the results at home. Our partners have exclusive retail rights, giving them an additional competitive advantage,” Giorgobiani explained.
Tourism continues to play a significant role in Kashkash’s overall success. Despite fluctuations in the global market and the natural slowdown of the low season, the first quarter of 2024 delivered positive performance for the brand. With the arrival of spring and the start of the high tourist season, Kashkash expects further revenue growth.
Giorgobiani also highlighted the company’s future ambitions: regional expansion, deeper collaboration with international partners, and the introduction of unique spa treatments to elevate Georgia’s premium wellness offerings.
