By  on April 15, 2005

NEW YORK — In an industry of giants, the Extracts trade show gives smaller beauty companies a hospitable venue to get noticed. In recent years, the percentage of first-time Extracts exhibitors has grown, reaching nearly 50 percent at the spring show. That figure was up from 38 percent from the previous year. In all, 132 companies — which includes 64 new exhibitors — showcased their wares at the natural beauty and wellness expo held at the Jacobs K. Javits Center here April 8-11. For some fledgling companies — such as the men’s grooming line Scruff New York and Naked Paint, a range of handmade body creams — Extracts marked their very first trade show. Several exhibitors commented that while traffic stalled somewhat over the weekend, they were pleased with interest they received from buyers, particularly international retailers. The event, organized by George Little Management, attracted 5,300 attendees, including buyers from Nordstrom, Bed Bath & Beyond and Target. Among the rows of established players and entrepreneurs, several new notable takes on beauty and wellness emerged.

Mor Cosmetics, the Australian-based beauty company that hit U.S. soil last year, unveiled a sultry, shimmering collection called Glitterati. The line — inspired by the around-the-globe travels of its founders Dianna Burmas and Deon Iuretigh — includes four “destinations,” named Tahitian Bronze, Moroccan Gold, Ibiza Disco and Icelandic Snow. Each destination comprises a lip gloss, shimmer puff, eau de parfum, body highlighter and body cream. Prices range from $18 for the lip gloss to $40 for the eau de parfum. Fred Segal managed to get the entire line last holiday, but Mor is currently courting specialty and high-end retailers for Glitterati’s major launch this summer. Mor is stipulating that retailers buy a minimum of two destinations.

Fruits & Passion, a familiar sight at Extracts, introduced Aromachology, a line of products designed to create a sense of well-being through essential oils. “We’ve taken a category that has been oversaturated and fine-tuned it,” said Heather David, Fruits & Passion’s director of business development, USA. The essential oils are available in their purest form or can be blended with Aromachology’s neutral bath oil or massage oil. For those who aren’t well versed in essential oils and their benefits, Fruits & Passion concocted a range of preblended bath oils, foaming baths, massage oils and floral waters. Each product is formulated to solve a specific problem, such as the Respiratory Congestion Foaming Bath and Sore Muscles Massage Oil. The assortment of 10 Pure Essential Oils ranges from the $12 Sweet Orange (said to calm and improve concentration) to $18 for Rosewood (said to relieve anxiety). The bulk of the products sell for between $20 to $22. In June, the line will nab shelf space in all eight California-based Burke Williams stores and Whitney Chemist in New York City.

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