Natural skin care brand Derma E has a busy fall planned, as the company expands its reach into drugstores, starts a massive repackaging effort and introduces its new organic line, Organic Expressions.
With more than 90 paraben-free, vegetarian skin and body care products, the 25-year-old brand is currently sold in more than 5,000 natural retail stores such as Whole Foods Market, Wild Oats, GNC and Vitamin Shoppe, and online at dermae.com.
With demand for natural products on the rise and mass retailers introducing their own natural sets, the company decided to expand into about 3,000 food, drug and mass channels. The company is already sold in Fred Meyer and HEB grocery chains, and launched in Walgreens last month. Next month, Derma E will roll out about 25 products in Longs.
“Recently, the natural channels have expanded and somewhat blurred, and many mass market retailers have started natural sets to capitalize on the consumer demand for natural products,” said Linda Miles, vice president of Derma E. “Although our roots are in the natural products industry, we decided to expand into the mass market since we’re still staying true to natural channels.”
Industry sources estimate that Derma E will bring in an estimated $8 million to $10 million in retail sales by yearend. According to Miles, the company hopes to double its sales over the next five to seven years.
Known for its antiaging products, Derma E wanted to introduce a skin care line that used organic ingredients. Retailing from $15.50 to $29.50, the five-item collection includes a facial cleanser, toner, eye cream, day cream and night cream. After launching Organic Expressions in natural food stores in March, the company is rolling the line out to mass retailers this fall. The products’ ingredients have been tested and certified organic. Some of the key antioxidant ingredients in each of the items include pomegranate, pycnogenol and olive leaf.
Also this fall, Derma E products will sport a new look, after executives decided that the brand’s spa-like packaging wasn’t properly conveying the company’s message of “science meeting nature” to consumers.
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