It’s a sign of the Thymes: the Minneapolis-based personal care brand is taking its first step into both the facial skin care and naturals categories with the launch of its new Thymes Essentials line this winter.
“Essentials is a step into our future,” said Stephanie Shopa, co-founder and chief executive officer of Thymes, who launched the brand with Leslie Ross Lentz 25 years ago. The first products were bath salts developed in Lentz’s kitchen, with the company growing significantly over the following years with entries into the home fragrance, cleanser, baby and gift set arenas, to name a few.
Essentials is intended to prove that natural products can be every bit as efficacious as their standard counterparts, said Shopa. “We’re using pure and natural ingredients, but we’re not sacrificing performance,” she said. “Each one of these items is environmentally friendly and dermatologist tested. None have parabens, propylene glycol, synthetic colors, petrolatum, animal-derived ingredients or SLS/SLES.”
Instead, key ingredients include such items as zinc, copper and magnesium to protect and restore skin tone, silica powder harvested from sea algae to refine skin’s texture and tea tree oil to disinfect and deodorize, said Christiana Kippels, chief marketing and strategic officer for Thymes.
“We’re at an important point in our history, and we believe that these products express our company’s core values,” added Kippels. “We wanted to create a collection that brings extraordinary experiences into everyday life, and we believe this performance-based line — not only for the face, but also for the body, hands and feet — does that.”
Set for a January launch, the collection will have 17 stockkeeping units. It is being previewed on the company’s Web site, thymes.com, now.
The body collection includes AHA Body Lotion, $32 for 12.25 oz.; Body Scrub, $36 for 17 oz.; Body Wash, $23 for 12.25 oz.; Dry Body Oil, $18 for 4.25 oz., and Exfoliating Bar Soap, $16 for 7 oz.
The hands lineup comprises Cuticle Cream, $12 for 0.35 oz.; Hand Cream, $18 for 2.5 oz.; Hand Scrub, $18 for 4 oz., and Instant Hand Cleanser, $7 for 2 oz. Each is scented with an energizing fragrance of Italian tangerine, red currant, grapefruit and jasmine petals, said Jill Gerard, marketing director for Thymes.
The face sku’s — each scented with cucumber, tangerine and crisp ozone — are Face Lotion SPF 20, $25 for 4 oz.; Face Mist, $20 for 2 oz.; Face Polish, $25 for 4 oz.; Face Wash, $23 for 4 oz., and Lip Balm SPF 15, $5 for 0.15 oz.
The three-item foot lineup consists of AHA Foot Cream, $18 for 2.5 oz.; Foot Scrub, $18 for 4 oz., and Foot Soak, $6 for 2 oz. Each product is scented with lavender, Italian bergamot, rosemary and jasmine blossoms. The entire range was cooked up in Thymes’ on-site research and development lab, noted Shopa.
The Thymes Essentials line will be sold in about 3,000 specialty store doors in the U.S., including Bloomingdale’s and Planet Beauty, and on thymes.com.
While none of the executives would comment on sales projections or advertising spending, industry sources estimated that the Thymes Essentials line would do upward of $2 million at retail in its first year on counter.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia