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June Jacobs Unveils Naturally Serious Brand

The more than 20-year-old natural skin-care company is launching a new brand geared toward younger consumers.

Industry veteran June Jacobs is leveraging her over 20-year career in the spa and natural beauty spaces for a new line, called Naturally Serious, geared toward a younger consumer.

Working with her daughter Rochelle, Naturally Serious contains the same ethos of the June Jacobs brand of marrying clinical testing with all-natural ingredients. The new brand takes this positioning a step further with three key ingredient complexes, found in all products, and partnerships with micro-influencers.

Industry sources estimate the brand will earn $20 million in its first year and with a full global rollout will bring the brand and June Jacobs to a combined $35 million to $45 million at retail.

“Our customer wants clinical skin care, but she doesn’t believe there is anything natural out there,” said Rochelle Jacobs, who is the managing director of the brand alongside her mother, who is chief executive officer. “She’s going to be really excited to try something that is actually natural and protects against the environment. In the beauty industry it’s hard to find white space, it’s so cluttered and I think we were really able to find a small niche here where we can have a clinical product and still stay true to the natural aspect of it.”

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In addition to the key ingredient complexes, the products have gone through extensive clinical testing, including dermatological testing, consumer perception testing and stability testing, among others.

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All eight products in the line are formulated with an antipollution blend, an active rescue complex and a preservative-free antimicrobial complex. The antipollution complex includes a blend of pomegranate; goji berry; grape seed; and green, white and red teas; said to fight against signs of aging caused by UV rays, pollution and free radicals. The active rescue complex contains plant extracts of edelweiss, imperatoria and Swiss pine stone, which are meant to protect and restore the skin from environmental stressors and promote a healthier complexion. Because the brand uses all-natural ingredients, it is utilizing a preservative-free, antimicrobial complex of natural acids to make sure the products have a long shelf life.

“It’s insane the amount of people that are looking at the environment and seeing it as their biggest fear they need to protect against,” she continued. “It’s really an important concern that we’re focusing on, so we saw an opportunity to have a clinical product that’s fighting against the environment and it’s natural.”

The Naturally Serious line includes Major Moisture Gentle Cream Cleanser, Get Even Cold-Pressed Peel Pads, Supercharge Anti-Oxidant Moisture Serum, Sheer Mineral SPF 30 Defense Moisturizer, Skin Warrior Anti-Pollution Repair Cream, Zero Baggage Anti-Dark Circle Eye Cream, Hydra Plumping Mask and Lip Service 3-in-1 Lip Serum. The products range in price from $16 to $56.

While June Jacobs is primarily a spa brand, Naturally Serious is going after a younger consumer with exclusive distribution at Sephora in-store and online starting next month and is focusing on educational content through its own web site and through a group of micro-influencers for its #MyMeTime campaign.

“We’re going to be doing videos to make sure the education is paramount and personalized,” Jacobs said. “We understand that everyone has different needs and you don’t have to use the full regimen.”

The campaign will focus on creating organic content by asking micro-influencers and followers how they relax. The brand will then feature this user-generated content on its own platforms. It is currently working on determining a group of brand ambassadors for its campaign, which will include videos and social media posts with education content, product reviews and unboxing videos. The influencers will be from the beauty, wellness and fitness categories.

The Naturally Serious brand also has an amenities partnership with Northwell Health facilities starting with the Lenox Hill Hospital in New York. The June Jacobs brand has an amenities partnership with Grand Hyatt hotels.