NEW YORK — It may have taken Belinda Rush-Carville 13 years to get her beauty line from the county fair to 3,000 retailers across the country, but her pace, she believes, was right on track. Now, the founder, owner and president of V’Tae wants to position her bath, body and home line farther from its homegrown origins. Carville, who is a self-taught fragrance blender, is looking to expand distribution of her 200-stockkeeping unit line, and to take its look more upscale.

V’Tae, a fragrance-forward line of bath and body products, eau de parfum, mists and waters, infuses essential oils to create scents for a multitude of lifestyles. Born in the late Eighties in Carville’s kitchen, V’Tae started as a line of fragrances sold at a local county fair. Her hobby, however, became a business in 1991 when Carville opened a 1,000-square-foot store in her hometown of Nevada City, Calif., called V’Tae, and locals and tourists flocked to smell her wares. While her products are still known for their charming earthy quality, her handmade labels with dizzying graphics have become obsolete.

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