Farmacy is ready to take its farm-to-face mission overseas.
The business is set to take products made from ingredients from its farm in upstate New York to Asia. In mid-2017, Farmacy will launch in QVC in Japan as well as in Sephora in Southeast Asia, according to co-founder Mark Veeder, who led a career in marketing before starting the business. Right now, Farmacy is sold at U.S. and Canada Sephora locations, including in the J.C. Penney outposts, as well as through QVC and QVC’s BeautyIQ channel.
Industry sources project that the moves could grow the brand to $10 million in sales for 2017. Farmacy launched in fall 2015 and racked in more than $1 million in sales in its first three months, according to sources, predicting more than $4 million in revenues for 2016. In addition to landing QVC Japan, the brand is also talks with the network in Germany and England, as well as Sephora in Europe.
The brand’s products are infused with Echinacea GreenEnvy derived from plants at Veeder’s upstate farm. “I didn’t want to do a natural line that was small batch, made in your grandmother’s kitchen kind of thing, we really wanted efficacy and we wanted products that are transformational,” he said. “The whole concept behind Farmacy is that it celebrates farms and farmers no matter where they are, so the first ingredient is Echinacea GreenEnvy.”
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Additional products are slated for next year, according to Veeder. “We are coming out with a new product called Green Clean, which launches in April, and it’s this balm that literally melts makeup away, but it’s not petroleum based,” he said. “It’s this gel that transforms into this oil and it just sheets makeup off.”
Current products include Invincible Root Cell Antiaging Serum, $65; Sleep Tight Firming Night Balm With Echinacea GreenEnvy, $48; Skin Dew Hydrating Essence Mist & Setting Spray, $44; Hydrating Coconut Gel Masks, $24, and New Day Gentle Exfoliating Grains, $30.
After the original lineup launched, Veeder decided to expand into a new product line. “I came up with the idea to put bees on our farm in upstate New York and do a honey-based line as well,” he said.
That move led to the launch of a honey-based line earlier this year, including Honey Potion Renewing Antioxidant Hydration Mask with Echinacea GreenEnvy, $56, and Honey Salve, $34, which Veeder describes as a “natural Aquaphor.” For every product from the honey line that is sold, Farmacy donates $1 to City Growers, a nonprofit that teaches city-based children about where food comes from, including the part bees play in that process.
For holiday, Farmacy launched a Holiday Buzz Box, $48, which includes the honey mask as well as honey straight from the farm in early fall. For each box sold, the brand donates $5 to City Growers. Also for holiday, Farmacy launched a Sweet Lips Gift Set, $48, which includes Brooklyn’s Raaka chocolate, flavored to match with Farmacy’s Lavender Mint, Strawberry Basil and Apple Rosemary Lip Blooms. “Not coming out of skin care, don’t live in that box of what we have to do,” Veeder said, adding that additional non-beauty collaborations are likely.
Opening an experiential retail location is also likely, he said, adding that a location would have the goal of bringing more people into the scientific and natural elements of the brand. “We want to potentially open some sort of experiential location in New York — it wouldn’t be a pop-up store, but it would be a pop-up experience,” he said.
Farm-wise, the business continues to look for and consider new ingredients. “As we find new botanicals, we may set up another farm,” he said. “Let’s just say we’re looking at something in Japan right now, so we may work with a farmer there…it may extend the line.”