By  on January 7, 2009

LOS ANGELES — Lamas Beauty is positioning itself to ride the wave of the green movement into the mainstream beauty market with new packaging and products meant to appeal to consumers beyond the natural retail niche that has embodied the hair, skin, bath and body care brand since its founding.

“We have always had a cult following,” said Lamas Beauty president Daniel Sanders, who established the Los Angeles-based company with hairstylist Peter Lamas in 2001. “To reach a broader audience, we needed to put more work into branding with a cohesive look. We have grown organically, and we felt that our packaging story wasn’t as sophisticated as it needed to be to live up to the ingredients and product quality.”

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