Take an American diplomat with acne, a posting in Eastern Europe and a Hungarian husband, and what do you get? Omorovicza, a beauty line which is expanding its distribution and product range in the U.S.
Margaret de Heinrich de Omorovicza — who founded the line in 2006 with her husband, Stephen — noted the idea for the line came about after she and Stephen visited Budapest’s thermal baths. “I’d always had bad acne, but I was amazed at how quickly it began clearing up after I started visiting the baths,” she said. “I thought there had to be something to that.”
Turns out there was: The Earth’s crust is thinner near the Budapest baths than in other areas of the globe, and as a result the waters absorb the beneficial minerals more effectively, said de Heinrich de Omorovicza. “We then consulted with the Nobel Prize-winning Hungarian laboratory of Dermatology and Allergology at Albert St. George University, and discovered the ability of minerals to treat many conditions,” she said. “We also found that the minerals in Hungarian thermal waters met — and in some cases, surpassed — the criteria of the most advanced antiaging skin care products on the market.”
Next, the duo developed their proprietary Mineral Cosmetology, a delivery system said to facilitate the absorption of minerals into the deepest layers of the skin. “This boosts the skin’s collagen and elastin production, and also results in a tighter lipid matrix which in turn locks in vital moisture,” she said. “Minerals are absorbed by the body best in compound form, so our products are formulated with bio-available mineral compounds which ensure optimal absorption. Phospholipids liposomes carry the bio-available compounds deep into the dermis.”
Three new products, all including the Mineral Cosmetology, will join the lineup in June. Sunkiss SPF15, priced at $90, is a tan booster, intended to enhance an existing tan as well as even skin tone, conceal imperfections and give skin a sheer bronzed finish. Ingredients include light-reflective soft focus mica, gold particles and titanium dioxide. Complexion Brightener, $120, is intended to even and correct skin tone, minimize redness and help reduce age spots. It contains zinc oxide and titanium dioxide for UVA/UVB protection, and Vitamin B3 and extract of Watercress combine to brighten skin. Body Cream, $65, includes omega 6 ceramides, virgin Ente Plum oil, Vitamin C and rice germ oil, among other ingredients.
Plans are to add about four new products each year. “We’re always looking to improve our offering and make sure it is robust, but at this point we feel we have a good solid offering,” she said.
In the U.S., the brand is available in about 10 doors, including Neiman Marcus, Bergdorf Goodman and several destination spas, and online at omorovicza.com. Expansion plans include at least 10 additional Neiman Marcus doors later this year, as well as additional spas. “Our retail distribution plan is to remain as diversified as possible,” said de Heinrich de Omorovicza. The brand also has a robust global presence.
While de Heinrich de Omorovicza declined to discuss sales projections, industry sources estimated the new products together would generate about $1.5 million at retail globally in their first year on counter.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)