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Sisters and cofounders of VENeffect, Cecil and Rebecca Booth never thought their professional lives would intersect. The former, an Alberto Culver executive, and the latter, a gynecologist, teamed up, though, when they saw white space in the market for an antiaging line addressing hormonal fluctuations. The duo discovered the power of phytoestrogen, a plant-based molecule that promotes the development of collagen and hyaluronic acid. “Rebecca explained about the direct connection between collagen and estrogen,” says Cecil Booth. “This was something in the beauty industry no one had been talking about.” The brand launched at Neiman Marcus in spring 2012, where industry sources estimate sales reached $750,000; VENeffect rolled out to Space NK in March. Noting that personal interaction and master classes have driven brand awareness thus far, the founders are looking at expanding into spa and medi-spa distribution. “Increasingly women value the knowledge that other women provide through professional and personal experience,” says Cecil Booth. “Our goal is to improve the lives of women by providing solutions for the way we uniquely age.”
This story first appeared in the June 20, 2014 issue of WWD. Subscribe Today.