Pangea Organics is planting its roots in specialty beauty retail.
After launching on Sephora’s Web site last month, the Boulder, Colo.-based eco-conscious brand is joining 50 stores in the retailer’s skin care assortment starting in the spring. Pangea Organics hopes to broaden its audience by entering Sephora, which will become its anchor brick-and-mortar partner outside of the traditional natural arena; Sephora claims the addition will beef up its green beauty selection.
“We’re currently experiencing a movement toward both organic products and environment-friendly packaging,” said Mary Beth Peterson, vice president and divisional merchandise manager for skin care at Sephora. “Bringing Pangea to Sephora gives our clients an additional option in an often requested category.”
Sephora stores will carry Pangea Organics’ complete skin care range of around 14 stockkeeping units priced primarily from $24 to $55.
Bath and body care items from $8 to $24 are available at Sephora online and could eventually break into stores but aren’t in the initial Pangea Organics’ merchandise mix at Sephora doors. “In Sephora, we wanted to focus the team only on the education of the skin care. There is so much technology that goes into it,” said Joshua Onysko, founder and chief executive officer of Pangea Organics. “We really have to get the consumer past this concept that organic doesn’t work.”
Onysko explained that Pangea Organics has established its reputation as a legitimate organic brand at Whole Foods, which has sold the brand since its founding in 2006. At Sephora, where consumers have the choice to purchase doctor-related skin care brands such as Murad, Dr. Brandt and Perricone MD, he contends Pangea can win over consumers who care as much or more about spending money on efficacious products than about saving the earth.
“Everybody knows about us from Whole Foods, but I feel they are going to understand the brand from Sephora,” said Onysko, who added Pangea Organics’ research shows that 80 percent of consumers in major cities recognize the brand, although most don’t make it to the beauty section at Whole Foods. “Our biggest challenge is that there are a lot of people that raced to get an organic seal on their product, and their product just doesn’t perform….Secondly, there are a lot of people who put ‘organic’ or ‘natural’ on the label that aren’t. We take formulation seriously.”
Pangea Organics’ arrival at Sephora comes shortly after the brand cut back its overall retail distribution. It pulled out of Macy’s, which had stocked the brand in its Beautiful Planet shop-in-shop; Nordstrom; Trade Secret, and PureBeauty, according to Onysko. Outside of Sephora and Whole Foods, he estimated the brand is currently in 300 independent spas and boutiques across the country, and on HSN. As far as efforts abroad, he noted the brand has spread to 13 countries, including China, where it was introduced about three months ago in Sephora.
“The first part of the year,Pangea stepped back to look at its business model and decided to leave a lot of doors to focus on the doors we really believe in,” said Onysko. “It was one of the hardest decisions, but one of the smartest decisions we made.”
Due to the retail withdrawals and the poor economy, Onysko projected that Pangea Organics’ sales would be down around 30 percent this year to $3 million. “We took a hit for the first two quarters and then have seen growth in the last eight months,” he said. He went on to predict a return to annual growth and some “pretty strong numbers” next year.
“People are starting to see the value of health and wellness and, because of that, we have seen growth in a few channels,” said Onysko. “I think there is going to be a tipping point in the next three years when consumers are really asking for their brands to be clean and healthy.”
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews