The direct-to-consumer beauty space has a new player, and its focus is body care.
Nécessaire, founded by Nick Axelrod and Randi Christiansen, is set to launch today on its own web site. Axelrod, an editorial veteran who has worked for Into the Gloss, Elle and WWD, and Christiansen, a former marketing and strategy executive at The Estée Lauder Cos. Inc. for 15 years, are being funded by Imaginary Venture, Forerunner Ventures and Maveron.
Nécessaire is launching with three products — the Body Wash, $22; the Body Lotion, $25, and the Sex Gel, $20. There is also a starter kit priced at $55. The products are formulated without several ingredients that comprise what the brand refers to as its “no” list, including sulfates, parabens and synthetic fragrances. They are pH-balanced and the body wash is available in three scent varieties — sandalwood, eucalyptus and fragrance-free.
“Body is more relevant than ever,” Axelrod said. “It feels like we’re in a moment where talking about the body and sex felt a lot more comfortable and sort of in the center of conversation.”
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Axelrod and Christiansen, who met in Los Angeles, were both looking for their next product when they connected over the lack of modern choices in the body-care aisle.
“For the [body and sex categories], they’re some of the least ‘sexy’ products out there,” Axelrod said. “Why shouldn’t they look and feel and make you feel better and sexier?”
Said Christiansen: “For us, the body always felt like an afterthought [in the beauty industry]. Many of us are so obsessed with all things face, and for Nick and I were there was a major opportunity [to focus on] the neck down.”
As products for sexual wellness increasingly permeate the mainstream beauty world, Nécessaire is looking to broaden the body category to encompass products like personal lubricant as well.
“It’s a redefinition of what belongs in the body category — Nick and I thought that we would combine all these things that humans use on their bodies. Sex is just another thing we do with our bodies.”