A wealth of health: Uranjargal Tumurbaatar

The global cosmetics industry is no stranger to chasing trends in order to stay relevant. These are often fleeting; cosmetics companies have learned not to put all their eggs in one basket. But one trend has persisted and what’s more, grown into a cottage industry of its own. Scientifically-proven, high-efficacy dermatological (derma) products have become a big business.

Companies willing to innovate have been rewarded by a grateful and ever-growing clientele all over the world.

In 2018, Mongolian pharmacy chain Monos established Green Gate International to showcase health-supporting products such as organic food, derma cosmetics and natural cosmetics throughout the country.

"When I joined the company, a Monos pharmacy was different from its competitors in name only," CEO Uranjargal Tumurbaatar tells The CEO Magazine. "A segment of customers frequented the pharmacy primarily for medications and supplements."

A healthy makeover

Tumurbaatar looked overseas to pharmacy chains such as Watsons and Guardian and began to develop a new plan.

"We worked on a friendlier atmosphere and improved service excellence, but also a new product that would be exclusively available at our stores," she says.

"Cosmetics are the biggest part of health and beauty stores, so we integrated this into Monos."

Green Gate International was the result, an umbrella for the range of healthy, organic, high-quality goods now stocked in Monos pharmacies, from health food to natural cosmetics.

"If we want to be healthier, we need to change our lifestyle to a better way," Tumurbaatar says. "That’s why we only offer products backed by science – things that truly support a better quality of life for our customers.

"In the long-term, a truly successful business is one that balances profit with purpose, proving that doing good for society and doing well financially can go hand in hand," she says.

"Today, Green Gate International is recognized as the market leader in skincare. We go beyond selling products by educating our customers on how to lead healthier lifestyles. That commitment has driven our success, resulting in average growth of 50 percent, including a 35 percent increase in sales in 2024 alone."

The path to growth

Since the onset of the COVID-19 pandemic, there has been a significant shift towards heightened health awareness among the general public. In Mongolia, this growing consciousness has played a key role in establishing Green Gate International as a trusted leader in health.

Over the past seven years, the company has experienced remarkable growth, expanding from a small team of 10 to a workforce of 130.

"It’s essential to have a team that shares your vision and can collaborate to bring it to life," Tumurbaatar explains. "I empower them to take ownership of their tasks, and I place my trust in their abilities."

Maintaining this growth trajectory is now Green Gate International’s primary challenge, she says.

"Through digitalization, we aim to sustain our growth and potentially expand beyond the confines of the small market," she notes.

Monos Group, for instance, is enhancing its enterprise resource planning system, which Tumurbaatar sees as a key driver for significantly boosting productivity.

"We’re designing customized solutions that will enable us to deepen our digital integration," she explains.

Green Gate International’s success has sent a clear message to international suppliers: Mongolia is a market worth investing in.

"Just a few years ago, many believed this market was too small and not attractive," Tumurbaatar says.

"Today, suppliers are increasingly interested in Mongolia, with many competitors entering the market, making us less special than before. It’s a constant challenge to differentiate ourselves and maintain customer loyalty."

Green Gate International has 22 international suppliers. Tumurbaatar explains that it has been a mutually beneficial learning experience.

"We’ve gained valuable insights from them, and they’ve also learned how to navigate the Mongolian market and other similar markets," she says.

The breadth of suppliers is key to the company’s winning range of products.

"The diverse range of suppliers is crucial to Green Gate International’s successful product lineup. Our portfolio is designed to be affordable for middle-income customers," Tumurbaatar explains.

"This is a core value for us. We see our business as socially responsible, prioritizing impact over profit.

"We offer products that meet a real need in Mongolian society – ones that, over time, reduce reliance on strong medications by promoting a healthy lifestyle. Our contribution goes beyond just products; we’ve played a role in educating people about healthier living. Ultimately, that’s our true goal and aspiration."