By  on December 1, 2008

Cosmetix West Inc., a manufacturer of beauty products for the likes of Philosophy, Apothia, Tova and Michael Stars, is stepping out from behind the curtain of private label contracts with the unveiling this month of its own personal care and home fragrance brand, Infusion Organique.

Ron Chavers, founder of Cosmetix West, compares Infusion Organique with a hybrid car that’s not completely green but that draws upon the most advanced available environmentally friendly technology. Its formulas combine naturally derived surfactants, oils and extracts with synthetic compounds, such as emulsifiers, when deemed indispensable.

“We say right up front that 100 percent organic is not necessarily 100 percent effective,” said Chavers, who worked at Giorgio Beverly Hills and H. Alpert & Co. before starting El Segundo, Calif.-based Cosmetix West in 1994. “We are giving the best of what science and organic ingredients have to offer. As the industry develops more affordable organic materials that work, we will use those, but only if those organic materials live up to their synthetic counterpart.”

Infusion Organique is premiering with three scents: Buddha’s Fig, with organic fig extract, organic lemongrass oil and essences of rose geranium, wood and amber; Sands of Morocco, with sandalwood, oakmoss, organic lemongrass oil and ylang-ylang; and Indochine, with kumquat, peach, water lily, jasmine, muguet, vanilla, organic grapefruit extract, and orange and ylang-ylang essential oils.

The initial product lineup contains 8-ounce hand lotion for $24, 8-ounce body lotion for $24, 16-ounce scent diffuser for $95, 8-ounce hand soap for $20, 1.7-ounce petite parfum de maison for $12, and a candle for $42.

“We wanted a broad enough selection so anybody could find something, but I didn’t want to overwhelm,” said Chavers.

The packaging features minimal to no branding and graphic flowers that were inspired by Chavers’ belief that diffusers are akin to long-lasting flowers. “It is not so modern that it is going to scare anybody,” he explained. “I didn’t want it to mess with what you have in your house.”

Chavers expects in its first year that Infusion Organique will be carried in roughly 500 doors, and generate revenues of $1 million to $1.2 million.

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