About Us


HILAND is the story of a Beauty business, has been established and developed by Shaya Shamszadeh since 2001. The challenge of transforming the traditional closed retail environment into an open space customer friendly atmosphere lead us to develop a unique retail concept in Iran. HILAND has been leading the Iranian beauty market since, setting new commercial trends by transforming consumer behavior.
We at HILAND believe that ” Beauty is a permanent quest ” and through this simple philosophy, we have build a solid and sustainable business model by providing ever increasing awareness of our Clients through our Points of Sales Associates, Customer club, Online presence and our Newsletters.


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Through this simple convictions we have been able to openly communicate and create an organization based on continues improvement and respect.

Through strategic investment, Hiland has become a knowledge based retailer. By investing in Training and Technology as our core corporate competency and thus, today with the opportunities of expansion on the horizon, through this foresight we have managed to expand at sustainable rates in such a short span of time.

To build the most professional team of consultants in the beauty industry , Hiland launched – HILAND BEAUTY SCHOOL – with the aim of not only training our own associates, but to provide professional training for individual’s who seek a future in the Beauty retail market.

Our focus has always been on Beauty, this lead us to enter into the fashion business in 2011 by opening our first Lingerie Boutique under the brand of ” BANOU” in Iran carrying luxury brands from Italy, Paris and the USA. We are now moving towards an expansion of the fashion Boutique by entering major cities such as Mashad and Shiraz.We now operate 5 Lingerie boutiques in 3 Major cities with plan to open 2 more in 2015.

We are now working towards a new retail concept of – HILAND OPTIC – carrying a wide range of frames and sunglasses and providing free eye checkup for our members. we plan to open 15 stores by the end of 2016.

Today we are proud to have become a leading beauty chain in Iran with 10 operating stores in over 4,000 sq.m of retail space and 300+ highly trained associates.

Through strong financials and continues planning and retail innovation , we plan to stay ahead of our competition and lead the market for years to come.



By implementing ‘Enterprise Resource Planing’ based on FOCUS ERP platform in 2011, Hiland has managed to streamline it’s work flow , from procurement to Customer purchase tracking . This platform has played a major role in allowing us to plan for our rapid concept development . expansion and customer relations.

our standards


Since it’s inception in 2001 , HILAND was built upon a ISO Quality Management standards , all our work flow and operations are documented and are part of our training courses for employees , We are working hard towards becoming a paperless corporation with goals set for March 2015.



We continuously measure the performance of both our retail and our corporate staff . By providing annual targets and budgets , we can measure our continues growth and maintain a solid control over our internal operations.



Hiland has always been investing in training of it’s associates to empower them in their expertise . In September 2014 , we organized out training department to reach new training standard in our industry . We are now providing in-depht training including but not limited to leadership and management, finance and accounting, human resource management, personal development, English language, sales and marketing, and customer service.




In 2008 , Hiland launched it’s customer membership club , We currently have well over 30,000 loyal customers that are provided with News , new product launches and special discounts .




HILAND launched it’s in-store magazine as a seasonal issue early 2014 . Due to the strategy  of “Increasing Awareness” , the contents have been mostly based on providing in depth  retail, product and brand awareness in four categories of Perfume , Cosmetics , skincare and fashion and the culture of gifting . We publish 30,000 prints and from March 2015 Hiland  magazine will become a monthly issue with in access of 50,000 prints per month which will be distributed at all our points of sale.