A value set from MD Skincare’s new lineup.

With Beauty In Toxins Out Natural Beauty Collection, Manhattan-based physician Dennis Gross is making a move few other dermatologists do.

With Beauty In Toxins Out Natural Beauty Collection, his new body care collection, Manhattan-based physician Dennis Gross is making a move few other clinical dermatologists do: heading into natural products.

This story first appeared in the March 13, 2009 issue of WWD. Subscribe Today.

“We felt that pursuing natural ingredients as antidotes to environmental aggressors made sense,” said Gross, who along with wife Carrie Gross, the firm’s president and chief executive officer, runs the brand. “Our reality is that skin is bombarded daily with environmental pollutants and impurities of all types. We’d like to help reverse the damage done by these pollutants without adding more unnecessary chemicals to the mix.”

The line, which is vegan-friendly and free of parabens, sodium lauryl sulfate, petroleum, mineral oil and paraffin, replaces harsher ingredients with those found in nature, said Dennis Gross. “There are a number of natural alternatives to these chemicals,” he said. “For instance, we’ve used blueberry seed for its antioxidant and anti-inflammatory properties, papaya as a gentle exfoliator and tea tree oil for its healing properties.”

The line includes five products. Antioxidant Enzyme Buff with Berry Seeds and Dead Sea Salt, $57 for 14.1 oz., uses cranberry seed for its polyphenols, blueberry seed for its anti-inflammatory properties and kelp for its iodine and amino acid content. Creamy Cleansing Polish with Jojoba Beads, $38 for 6.7 oz., is intended to exfoliate and moisturize skin with a cocktail of pomegranate, papaya, kelp and sweet almond oil, with tetrasodium EDTA as a chelating agent to prevent minerals from bonding to any of the other ingredients. Hydrating Body Emulsion with Aloe, $36 for 6.7 oz., uses sweet almond, jojoba seed, evening primrose, ylang-ylang and lavender oils with grape-seed extract and aloe leaf juice to moisturize, soften and soothe the skin.

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Botanical Bar with Tea Tree and Aloe, 7 oz. for $24, combines tea tree and aloe with orange peel, papaya and vitamins A and C to clean and soothe the skin. Purifying Bath Crystals with Himalayan Salt, $42 for 14.1 oz., combines cranberry fruit juice, aloe, CoEnzyme Q10, colloidal oatmeal and Vitamin C to remove toxins found in the environment and water, as well as hydrate the skin.

A value set, consisting of an 8.8-oz. Purifying Bath Crystals and a 10.5-oz. Antioxidant Enzyme Buff, will be sold for $55.

The brand is currently in 1,550 doors in the U.S., including Nordstrom, Blue Mercury and a number of spas.

While neither executive would comment on projected sales or advertising spending, industry sources estimated that the Beauty In Toxins Out Natural Beauty Collection could do upward of $8 million at retail in its first year on counter.