A new skin care line, called Own, is set to launch in Ulta stores in September. The five-piece collection contains a stabilized form of safflower-derived conjugated linoleic acid, or CLA, an ingredient most commonly found in the nutrition aisle.
“We are using natural technology to work with the body’s technology for efficacy and clinically proven results,” said Alastair Dorward, founder and chief executive officer of Own Products Inc. “By focusing on skin health, beauty will follow.”
Dorward has worked for 17 years as a goods entrepreneur, most recently serving as founding ceo of Method Products Inc. His new brand Own launched in Duane Reade and Whole Foods stores in Northern California this spring.
According to industry sources, Own is poised to generate $5.25 million from this September to September 2013, based on 1,000 points of distribution.
Priced from $12 for a Rejuvenating Cleanser to $24.99 for a Firming Silk Concentrate, each product in the range is formulated with CLA, which is included in many nutritional fitness and body building supplements and is said to stimulate metabolism and aid in weight loss. In this case, it is said to help skin retain moisture, repair collagen structure and stimulate cell renewal.
“CLA is better than retinol for cell turnover,” said Dorward, who added that Own licensed the CLA technology from Unilever on an exclusive basis in the U.S. “We can make the same significant claims without the harshness.”
Also central to Own’s claims are that the formula penetrates all three layers of skin to activate “young cell behavior.”
“It’s an efficacious product and a realistic approach, said Dorward, who added that his company is also focused on providing content for consumers beyond the product to measure and improve their skin. To that end, in the fall Own will unveil a diagnostic tool for consumers to receive a personalized assessment of their skin. “This is a brand built around skin health: measuring, coaching and advice,” he said. “A lot of natural brands are not focused on efficacy, but with us there is no trade-off.”
Additionally, in the first quarter of 2013 Own will introduce its Radiance Line, which will include a scrub, night cream and day serum, aimed at brightening and evening skin tone.