With its introduction of body oil, wash and lotion, Rahua, known for hair care made with Amazon rainforest-derived ingredients, is the latest brand to take the plunge from hair care to body care.
In the premium market, Fekkai and Moroccanoil have made the transition. But essential to both efforts were the brands’ strong, almost addictive, signature scents. Hero products, like conditioners and serums, had an immediately recognizable fragrance that translated well to body and offered sensorial branding.
Rahua doesn’t have an olfactory fallback, however. Its products are delicately scented with essential oils that are more subtle than saturated. Anna Ayers, Rahua’s cofounder, explains, “I was pregnant and looking for natural lotions and shower gels. I wasn’t able to find anything that still gave me a pampering, luxurious experience,” she said. “Luxurious lotions tend to be heavily perfumed — but Rahua has a natural scent that is still sexy.” That signature bouquet is Palo Santo: a fresh, botanical blend that is reminiscent of fragrant black tea. For the body collection, Rahua has added notes of lavender, eucalyptus and vanilla bean to give it warmth.
Each of the items in the three-piece collection is infused with ingredients derived from Amazonian plants, produced by the Quechua-Shuar tribes, the same women Rahua has been working with since the line’s launch in 2008. Sacha inchi oil is said to be rich in omega-3 fatty acid to improve skin’s softness and appearance. Emollient buriti oil has high levels of pro-Vitamin A that is reported to give skin a natural glow over time. “This is all being produced in virgin Amazonian forests. Obtaining these key ingredients relies on the environment being intact there,” said Ayers. “We work directly with the tribe. Small groups of families and communities are uniting to work with us. They’re able to keep the forest intact and continue their way of life.”
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The shower gel, $30 for 9 oz., also contains quinoa, an antioxidant that protects skin from environmental stressors. Rahua Body Lotion and Body Amazon Oil will sell for $48 (7 oz.) and $57 (2 oz.), respectively. Though Rahua declined to share sales projections, industry insiders estimate the new body collection could reach $1 million in revenue during its first year.
Products arrive at Barneys New York and Net-a-porter on Oct. 1. The line is available now at rahua.com.