Over the next decade, the world will gain the equivalent of 80+ Procter & Gambles in new enterprise value – this is the magnitude of growth anticipated in the consumer-packaged-goods (CPG) sector, which is expected to reach $14 trillion by 2025.
And yet, driven by the demands of the new consumer, incumbent brands stand to increasingly lose market share year over year: 40% of US internet users expect D2C brands to account for 40% or more of their purchases within the next five years.
Arfa is seeking to combine the brand development and product launching efficiencies of D2C with the scalability and profitability of the personal care CPG conglomerates. The company has built a technology platform that enable them to build and maintain relationships and communication with the communities they seek to serve. This allows arfa to create products that every single customer (not the “average consumer”) loves.