NEW YORK — A company that sends employees home if they aren’t in a good mood may sound kind of quirky, but for Indigo Wild — which manufactures all-natural beauty and home products that must be made with “good karma and pure enthusiasm” — it is perfectly normal.
This story first appeared in the January 3, 2003 issue of WWD. Subscribe Today.
The Kansas City-based company will introduce Zum Body and Zum Tub in March 2003 in stores; products are currently available on the company’s Web site.
Zum Body (body lotion) is formulated with a blend of healing herbs and oils and is made with approximately 75 percent organic ingredients that include shea butter and organic safflower oil. The 8-oz. bottle will retail for $16. Zum Tub (bath salts) contains natural sea salt crystals, shea butter essential oils and fragrance. Each 9-oz. jar retails for $9.50. The lotion and bath salts are available in rosemary-mint, geranium, frankincense and myrrh and patchouli. They contain meadowfoam seed oil that moisturizes skin without leaving it feeling greasy. It also serves as an emollient that works well on sensitive skin.
“People are asking for them,” said Emily Voth, founder of Indigo Wild. “Our line needed to be rounded out. Everybody does lotion, so we started working on it to truly make it better — it could beat a lot of lotions on the shelves.”
Voth left the corporate world to seek out a more fulfilling career and always had an interest in natural products. So, by the suggestion of her yoga instructor, Voth began to research soap-making. The company was started with a line of soaps she made in her kitchen and were “launched” at a local farmers’ market. “Our marketing research consists of making products and giving away a ton — and seeing what comes. The line really took off with the soap that lathered well and wasn’t brittle. We are very proud of our soap that has allowed us to grow as fast as we have.”
Executives would not talk numbers, but industry sources estimate the company will do $2 million at retail by yearend and expect the Zum Body and Zum Tub products to do $1 million at retail in their first year.
The brand’s most popular scent is frankincense and myrrh, which is the best-selling scent across all lines.
The company has distribution in more than 2,000 doors, which includes specialty boutiques and natural food stores, nationwide. Products can also be purchased by calling 800-361-5686 or online at indigowild.com.
Indigo Wild has been producing all-natural products since 1997 and the line includes more than 30 natural products and blends: soaps, candles, body rubs, aromatherapy sprays and baby and dog products.
Zum Bar: available in 23 scents, each of the cold-pressed soaps are handmade and retail for $4.95. They come in a variety of blends for all skin types and can be used on the face and body. The bars contain goat milk, glycerin and herbs from plant extracts.
Y.U.M. (Your Untidy Mutt): Y.U.M. Glow retails for $15 and is a soy-based candle made with Bulgarian lavender and lemon essential oils that suppress dog odors and relax them. Y.U.M. Bar retails for $5.50 and is a bar soap containing citronella and essential oils to deter fleas and other pests from canine skin. Y.U.M. Mist retails for $9.50 and can be used as room spray or as dog perfume.
Zum Mist: Each 4-oz. bottle retails for $9.50 and is available in four scents. Formulated with pure essential oils that moisturize and add aroma, purified water, aloe to soften and soothe and vegetable glycerin to condition skin.
Zum Kiss: available in five flavors that come packaged in a stick or tub for $3.75 and $4, respectively.
Zum Rub: retails for $9 and is available in six scents packaged in a tin and can be used on hangnails, dry heels, chapped lips and cuts.
Zum Glow: Candles come in 2-oz. and 8-oz. tin jars and retail for $5.50 and $15, respectively; contain vegetable wax and essential oils.
Wee Products: formulated for babies’ skin and available in a bar for $5.50, a rub for $9 and a mist for $9.50.