Khanoumi’s 2023 Report Released

Khanoumi Releases 2023 Report

The online store for beauty and personal care products, Khanoumi, has released its 2023 annual report. According to the report, Khanoumi achieved sales of approximately $16.67 million last year, with Tehran customers constituting the largest number of its users.

Khanoumi is an e-commerce vertical focused on beauty products. In a note at the beginning of the report, Masoud Shahmoradi, co-founder of Khanoumi, mentioned that influencer marketing costs through social media have surged dramatically, increasing 500 times compared to four years ago. He noted that Khanoumi is seeking solutions to address these challenges. Shahmoradi also pointed out that currency and import obstacles have caused significant cash flow issues in the beauty industry.

Khanoumi: From a Team of 4 to 2 Million Customers

The report states that Khanoumi began its operations in 2014 with a team of four people and achieved substantial growth after raising investment in 2019. Khanoumi now has 200 employees and a processing center covering more than 14,000 square meters. According to the report, Khanoumi aims to become the largest network for beauty and personal care products in Iran, having attracted over 2 million registered users, with about 1.5 million of them having made at least one purchase from Khanoumi.

Khanoumi Plans to Launch Offline Stores and Pharmacies for Its 10th Anniversary

The report mentions that, in celebration of its 10th anniversary this year, Khanoumi plans to launch seven new business lines. These include expanding e-commerce, developing media, creating a specialized beauty products advertising agency, launching Khanoumi pharmacies, establishing an offline retail network, launching exclusive brands, and setting up an affiliate marketing network. Previously, Digikala created a new experience in this sector with a physical store in the Royal Tehran Shopping Center. It remains to be seen what goals and plans Khanoumi has for its offline store and how it will compete with rivals such as Snapp Doctor in the pharmacy sector.

Gender Equality Among Khanoumi Staff

Khanoumi’s report indicates that, as of May 2024, the company employs 232 people, with 116 men and 116 women. The average tenure of employees at Khanoumi is 14 months. Of the total workforce, 132 employees are in operations, while 100 are in non-operational roles. Most employees hold bachelor’s degrees, followed by high school diplomas. The average age of employees at Khanoumi is 33 years.

16.5 million dollar in Sales in 2023

In its report, Khanoumi stated that in 2023 it achieved sales of approximately $16.67 million. The sales for Khanoumi in 2014 were $6,333. The number of Khanoumi’s customers grew by 56% compared to 2022. Last year, Khanoumi provided approximately $5 million in discounts to its customers.

Khanoumi Achieves Record Sales During Black Friday

Khanoumi’s report reveals that during last year’s Black Friday campaign, “Black Beauty,” held from November 21 to December 7, 2023, the company achieved its highest sales. On December 4, 2023, Khanoumi recorded sales of approximately $66.67 million in just one day, setting a new sales record. According to Khanoumi’s data, the most expensive order of the past year was $1.1 million.

The report also notes that Khanoumi’s processing center warehouse has the capacity to handle 1.5 million products. An interesting statistic in Khanoumi’s report concerns the return rate of products. Given the high sensitivity of beauty and personal care products, this figure is particularly significant. Khanoumi reports that while the global return rate for beauty products in e-commerce is between 20% and 30%, Khanoumi’s return rate is just 0.29%.

Khanoumi’s Sales Distribution by Province: Tehran in Second Place!

The report indicates that 44% of Khanoumi’s customers are based in Tehran, while about 56% are from other provinces. Thus, Tehran ranks second, with provincial areas collectively contributing more customers to Khanoumi. However, when broken down further, Tehran, Isfahan, and Razavi Khorasan are the top three provinces with the highest number of Khanoumi customers. Notably, women aged 18 to 24 (Generation Z) make up the largest user group of Khanoumi.

According to Khanoumi’s report, 26% of the store’s products are skincare items, while 25% are perfumes and colognes. Haircare and cosmetics make up the next largest categories of products in the store.

The report also mentions that by 2027, the global beauty industry is projected to reach $19.33 billion in revenue. The industry’s revenue in 2023 was $7.1 billion. L’Oréal and Unilever are the top earners in this sector.