Australian hair removal specialist Nad’s is making its first foray into the nondepilatory business by launching a skin care line.
This story first appeared in the July 25, 2008 issue of WWD. Subscribe Today.
Sue Ismiel, owner and founder of the Sydney-based company, told WWD during a recent trip to Los Angeles that the new Pura Skin collection will launch by the end of this year or early 2009. Formulated primarily as an antiacne regimen, Ismiel described the products as “problem-solving” and created after one of her three daughters, Nadine, suffered for several years from adult acne.
“It’s a three-step process that is designed to treat acne without the use of harsh chemicals and preservatives,” said Ismiel, adding that the products were formulated by Nadine, a biochemist.
The regimen will consist of a cleanser that contains menthol, mint extract and a small amount of salicylic acid. A gel containing vitamin B3 and “an oil typical to Australia” is then applied to the skin. The third component of the routine comes from an herbal remedy in the form of a capsule, which is designed to recalibrate the internal system that is causing the problem. The capsules will contain vitamins A and B3 as well as flaxseed and zinc.
“We think there’s definitely a demand for this kind of natural yet effective approach,” said Ismiel, who said that her daughter tried numerous treatments and drugs on the market.
While the pricing has not been set yet, Ismiel said that the products will be at the midtier level, affording a greater number of people to use a line with quality ingredients. She is also finalizing the packaging, which she described as “clean white, but not medical-looking.”
“This is a major launch for us,” said Ismiel, who began Nad’s in 1992 as a maker of no-heat hair removal wax. The products are now sold widely throughout the U.S., the U.K., New Zealand and the Middle East.
Last year Nad’s opened a special hair removal clinic in Sydney, offering express waxing and laser hair removal, and is opening two more in that city over the next six months before exploring the U.S. market for a similar setup. Other new products coming on stream include a natural head lice removal — Nad’s Nit Wits — and scented versions of the no-heat wax.�