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Critical Mass: Luna Star Takes Natural Approach to Children’s Products

The brand's positioning has already caught the attention of Whole Foods, as well as Amazon.com and numerous salons and beauty stores.

The Pop Star kit by Luna Star.

NEW YORK — Call it Tinkerbell for the natural set.

When Allison Reedy couldn’t find what she considered safe and natural play makeup for her daughters, she created Luna Star, a collection of mineral powders, lip shimmers and water-based, peel-off nail polishes.

“Creative role-play is an important part of most people’s childhood,” said Priscilla Cheung, president and owner of Luna Star. “Most cheap cosmetics sold at toy stores or general stores contain tons of chemicals that may be harmful to our children. We want to give children a clean, natural alternative.”

Luna Star products, which are mostly kits filled with eye shadow, blush and lip shimmers, carry names such as Pop Star, Soccer Star and Sparkle Fairy. Their natural positioning has already caught the attention of Whole Foods, as well as Amazon.com and numerous salons and beauty stores. Cheung plans to expand distribution and will add open stock items to facilitate that growth. Suggested retail prices range from $19.99 to $26.99.

In addition to nontoxic and hypoallergenic ingredients, packaging is made of recycled paper with soy ink. The lip balm is certified organic by the U.S. Department of Agriculture, and the company has signed the Compact for Safe Cosmetics pledge, and all suppliers comply with standards set by the Campaign for Safe Cosmetics. A portion of the proceeds go to various charities, such as the Red Cross and Big Brothers Big Sisters.

For retailers looking for incremental seasonal sales, Luna Star offers a collection of sets created for Halloween and Christmas. Cheung said there are also plans to launch a fairy-tale-themed line for young girls.

The launch of Luna Star comes at a time when consumers are once again looking to more natural products. Chains such as Target and Walgreens are adding more natural options. A new study from Green Gauge said 73 percent of consumers have purchased a product made from organic materials in the past 12 months.

Buyers also said there’s a dearth of products specifically for children on the market now. Tinkerbell has limited distribution, and many other brands have retreated from the very young end of the market.