A-UAE CEPA to boost business and skill development for Ego Pharmaceuticals

Australian skincare brand Ego Pharmaceuticals has devoted fans around the world, particularly for its therapeutic skincare products.

Nowhere is this more apparent than the Middle East. Three decades after Ego first arrived in Dubai, the region makes up around one-quarter of its business. The company employs over 100 people across the Middle East. The team of 40 in the UAE includes the company’s longest-serving employee with a tenure of 32 years.

These longstanding ties with the region are set to strengthen under the forthcoming Australia-UAE Comprehensive Economic Partnership Agreement (CEPA). Under CEPA, tariffs on Australia’s pharmaceutical and cosmetic exports to the UAE will be locked at zero, providing the Australian company with increased market access.

‘The tariff reductions under CEPA will make us more cost-competitive, improve our market access and enhance our ability to bring skilled personnel to the region,’ says Ego’s Managing Director Alan Oppenheim. ‘Together these give us more space and freedom to engage and reinvest in the region.’

As a major global trade hub, the UAE has trade agreements with many countries, including several in Middle East. By using the UAE as a gateway, Australian businesses can benefit from reduced tariffs and existing trade routes to expand exports.

Committed to relieving chronic skin conditions

Ego began creating pharmaceutical skincare in 1953. It has always been a pharmaceutical company producing therapeutic skin healthcare solutions, rather than a cosmetic company, stresses Alan.

The family-owned company now produces a range of sanitiser, sunscreen and skincare products. It is especially known for its QV skincare range. This evolved from a request from Melbourne’s Queen Victoria Hospital for Women and Children to provide a product for their dermatology patients.

The company is still driven by a mission to relieve chronic skin conditions like eczema or psoriasis. ‘That is what brings everyone together. We believe our products can literally transform lives,’ says Alan.

Ego continues to manufacture in Melbourne for a global market. ‘We have customers in the UAE tell us, “My family cannot go to sleep unless we’ve used your QV cream”,’ says Alan. ‘We feel a responsibility to ensure supply for all our customers, especially the children.’

Read more about Ego’s 30-year history in the Middle East.

CEPA brings opportunities for growth and development

Ego quickly learned how much a diversity of skill sets, experience and personalities add to the organisation.

‘Having a diverse workforce also ensures we can access all our customers, particularly since the purchaser of our product is most likely to be a woman,’ says Dr Jane Oppenheim, Ego’s Chief Executive Officer & Director. Jane manages a team of 700 staff across commercial, science and operations.

Ego looks forward to new opportunities for its UAE team under CEPA. As well as benefits from reduced tariffs, CEPA will bring improved professional mobility and development opportunities.

‘Being able to bring the right people together is crucial,’ says Jane. ‘Allowing Australia-based experts to spend time in the region brings important experience across the team in both directions. It can also improve collaboration with our UAE stakeholders and accelerate product development and launch initiatives.

‘We also look forward to being able to bring regional teams together,’ says Alan. ‘It is very powerful to connect people across the world.’

Ego focuses on building relationships with healthcare professionals, explaining how its science-backed formulations treat and prevent skin issues.

Improved collaboration on regulatory issues

It has taken long-term commitment and investment in the region to build loyalty. When Allan first visited Dubai in 1993, most people had no idea Australia even had a pharmaceutical industry. ‘But saying we were from Australia sparked curiosity and that gave us an opening,’ says Alan.

Before even talking about products, Ego needed to explain Australia’s manufacturing capabilities and therapeutic goods regulation system. Ego also needed to navigate the regulatory environment. Since the UAE Ministry of Health (MOH) did not list Australia as a reference country, it was difficult to supply and market Australian medicines in the UAE.

Ego’s efforts helped pave the way for other Australian pharmaceutical manufacturers to register their products in the region. Today there is strong communication between Australia’s Therapeutic Goods Administration (TGA) and the UAE MOH.

To strengthen this connection, CEPA will encourage increased collaboration between UAE and Australian professional services accreditation and regulatory bodies.

Austrade’s vital role in supporting Ego’s growth

Austrade has supported Ego’s growth and diversification in the UAE and the Middle East through insights and connections.

‘Austrade has offered strategic guidance, regulatory advice, and high-level introductions,’ says Alan. ‘Their support has been instrumental in navigating complex market dynamics, such as regulatory changes and company VAT implementation.

‘Austrade’s facilitation of government engagement, including around CEPA, has significantly enhanced Ego’s visibility, credibility and brand protection across the region,’ he adds.

Trusted products build a sustainable business

Since it entered the Middle East, Ego has focused on building relationships with healthcare professionals. The company explained to dermatologists, pharmacists, nurses and GPs how Ego’s science-backed formulations could treat and prevent skin issues.

‘Building trust is essential,’ says Alan. ‘Endorsements from dermatologists, paediatric specialists, pharmacists and aged care providers help provide that reassurance. We are seeing more demand for clinically validated and evidence-based products.’

This, backed by Australia’s reputation for high-quality sun protection and skincare and supported by CEPA, will ensure Ego’s strong and sustainable footprint in the region.