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Jurlique Marks Biodynamic Launch

Sunscreen was a popular Jurlique item at a balmy barbecue hosted by the Australian brand Saturday.

LOS ANGELES — Sunscreen was a popular Jurlique item at a balmy barbecue hosted by the Australian brand Saturday, but chief executive officer Eli Halliwell asserted it’s the recently released Biodynamic Beauty range and a repackaging last year that are helping Jurlique heat up.

“Our intent was to build a platform for growth with the packaging and the line, so now we are full guns blazing,” he said. “The U.S. is going to be huge for us.”

Halliwell added that Jurlique’s “near-term benchmark” is $100 million in sales, and he projects double-digit growth next year. Jurlique plans to bulk up a U.S. distribution network that currently includes roughly 300 spas, eight branded stores and retailers such as Whole Foods, Space NK, Barneys New York, Pharmaca and Bluemercury.

The Biodynamic Beauty products, which hit shelves in June, include a 1-oz. serum for $75, a 0.05-oz. eye cream for $45, a 1.3-oz. night lotion for $55 and a 1.4-oz. refining treatment for $35. A facial moisturizer with Ectoin, a natural UV damage protector, will join the Biodynamic Beauty collection in Australia this winter and arrive in the U.S. in the spring.

As evidenced by the barbecue Saturday, which was held at the Beverly Hills home of director Brett Ratner — who drew the likes of Stevie Wonder, Salma Hayek, Oliver Stone, Francis Ford Coppola and Rosanna Arquette — Jurlique is also aiming to solidify its entertainment industry ties.

“We are trying to make it more clear [that Hollywood] people love it,” said Halliwell. “They wear it on their skin and nobody knows.”