By  on June 13, 2008

LOS ANGELES — Chaz Dean is applying the no-suds philosophy behind his WEN hair care line to body care.

Like with hair, the Los Angeles stylist and salon owner eschews bubbles in body products because they can batter healthy skin and leave it lifeless. He insists he hasn't used lather on any part of his body for 15 years and even at an early age avoided soap because it was drying.

"People tend to miss the lather because they still equate lather with clean, but they are [now] realizing that lather will strip and not clean as they become educated," said Dean. He explained that he had been cleansing his body with his hair conditioners, but decided to enhance them for the body by eliminating hair-specific ingredients and beefing up those good for the skin.

An avid cook, Dean tinkered around with his body care formulas in his kitchen for months until he came up with the right mix that worked with no parabens and sodium laureth sulfate. "I started figuring out what properties were astringent enough, yet moisturizing," he said.

The result is the WEN Lavender Body Cleansing Crème and WEN Lavender Nourishing Lotion both priced at $32 for 8 ounces. Key ingredients include marine collagen, goji berry, Matrixyl 3000 and white tea leaf and chamomile extracts.

The products will be sold at Dean's salon, his Web site and, beginning in August, on QVC, which Dean has frequented since 2005. Dean estimates they will generate roughly $1 million in first-year sales.

Dean isn't pulling back on hair to focus on the body. New to his WEN hair care assortment are a Styling Crème, at $72 for 4 oz., and a Re-Moist Hydrating Mask, at $24 for 6 oz., that is available in lavender, cucumber aloe, sweet almond mint and fig varieties.

WEN hair products are also being sold on infomercials recently launched by Guthy-Renker, which Dean said has plans to produce more WEN spots. And Dean expects to add facial care to his portfolio after the body care gets off the ground.

"Everybody is already asking me, 'Can you use the body care on your face?' You can, but I'm going to really focus on what will be beneficial for the skin on the face," he said. "I am always testing different skin care products. It is fun, like cooking can be, you have to figure out the next step to make it work."

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