NEW YORK — Creating a successful sub-brand within an already successful niche brand is rare in an industry where big names dominate department store skin care sections. But for Ahava, bigger doesn’t necessarily mean better.

Ahava first came to prominence with its Dead Sea skin care products, which it launched in the U.S. in March 1991. Dermud, a sub-brand it created to target people with chronically dry skin, has also become a surprise success story for the company. Dermud began as a single stockkeeping unit, Dermud Intensive Nourishing Body Cream, in September 2000. The company did not have sky-high expectations for the sku.

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