Madi International to unveil the iconic ‘Nova Lash' for discerning customers Award-winning and healthiest eyelash extension system set to redefine beauty offerings across the Middle East Dubai, June, 2013: Madi International, Salon and Beauty Center Supplies – one of the Middle East's leading distributors of internationally reputed professional beauty brands, has introduced the revolutionary Nova Lash – the award-winning, long lasting and healthiest professional eyelash extension system in the Middle East. The launch of the industry-leading medical-grade eyelash extension adhesives is a major step forward by Madi International to extend the best products in the beauty sector to the discerning customers in the region. Nova Lash was introduced by Madi International in a high-profile launch event held at Gloria Hotel earlier this month. The launch is aimed at catering to the growing demand for exclusive, innovative and world-class beauty treatments, products and equipment from the Middle East's beauty industry.
Comprising a wide-ranging palette of colours, textures and sizes of eyelash extension lines, each Nova Lash application is a work of art with an intricate finish. Founded in 2004 by biologist and cosmetic chemist Sophy Merszei, Nova Lash continues to be the leader in the field of eyelash extensions and is committed to providing safe, beautiful, flawless eyelash extensions.
Nova Lash Eyelash Extensions are available in thousands of salons and spas across the United States and in over 40 other countries worldwide and this is their first foray in the region, courtesy Madi International. Mr Mohammed Madi, President of Madi International Group, said: “”The launch of NovaLash marks an important milestone in our strategy to bring the best beauty brands to the region – a step closer in fulfilling our objective of making the Middle East even more beautiful than it already is. The brand brings to the region's beauty professionals, health clubs, beauty institutes and salons an exclusive product that adds considerably to our stature as a major player in the regional beauty industry.” He added: “Nova Lash eyelash extensions are an instant hit for any woman who desires for longer, fuller lashes and one of the hottest commodities in the beauty business as on date. Nova Lash eyelash extensions are meticulously applied lash-by-lash, bonded with award-winning medical-grade adhesives. Nova Lash, the world's first global distributor of eyelash extension products, has won a number of industry awards for innovation and beauty. With the new product, Madi International is set to reinforce its market leadership in a market, where it enjoys a considerable market presence.