By  on September 21, 2007

NEW YORK — British health and beauty retailer The Organic Pharmacy is rolling out its men's line to the U.S.

The firm, which originally introduced the four-item men's line in the U.K. on Sept. 1, is slated to launch the quartet Tuesday in a handful of U.S. stores, including the New London Pharmacy here.

The men's line, which features a face wash, shaving cream, aftershave gel and moisturizing cream, could do 300,000 British pounds, or $603,573 at current exchange, in first-year retail sales, based on results so far.

"It's already had a great impact," said Organic Pharmacy co-founder Margo Marrone. "Probably 90 percent of The Organic Pharmacy's customers are women. It's exciting to see [the brand] encompass men."

The Organic Pharmacy, which operates four stores in the U.K., is certified organic by the U.K.'s Soil Association, according to Marrone. The men's line is free of artificial preservatives, colorants, petrochemicals and fragrance, she added.

All four men's products come in 75-ml. tubes.

The Moisture Cream, which employs green tea and tamanu for its anti-inflammatory properties, is priced at $59. The antioxidant-infused Ultra Light Moisture Gel, Deep Cleansing Face Wash and Shaving Cream are priced at $59, $39 and $39, respectively.

Marrone said she intends to introduce four or five more men's products, including hair and body care, next year. She has her sights set on a shampoo, shower gel, deodorant, eye gel and possibly a masque.

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