Camille Rose Naturals is branching beyond the multicultural hair section.
The brand is known for hair products for women with natural and curly hair — which, in its retail partners, sit in the ethnic hair aisle. But with its late-December debut of facial soap, body collection and Superfood Vitamins at Target, Camille Rose will soon be in the market for all demographics.
“We don’t want to just sit in the hair category, we want to branch out,” said Janell Stephens, the brand’s founder. “Camille Rose is a total-wellness type of brand — we started with hair, but we have so much more to offer.”
For Camille Rose, the future includes launching its Garden Collection, which includes Tamanu, Turmeric and Rice Bran facial soaps, plus Body Collection, including Cupacu Sweet Cream Body Nourisher, Orange Honey Bath Elixir and Caramelized Cane and Sugar Balm, with Target on Dec. 24 exclusively for nine months. The body, facial soap and vitamin launches come as the brand works to migrate into the lifestyle category — cleaning products and candles are coming soon, starting with the brand’s holiday gift set, Stephens said. The company also plans to debut collagen and turmeric supplements in the future.
You May Also Like
Stephens, a mother of five, started making products about five years ago when she couldn’t find the nontoxic options she was looking for in store. She is still known as the brand’s “master mixtress” because of her hands-on involvement in each product’s formulation. The brand’s products all smell sweet, and its lineup includes Almond Jai Twisting Butter, Curlaid Moisture Butter, Growth & Shine Balm and Aloe Whipped Butter Gel.
“I’m known to be this hand-crafted brand. I make all of my formulas and make all of my products by hand first,” Stephens said.
Camille Rose is part of a growing sub-segment in beauty — better-for-you products created for women of color. Other brands in the space include Nubian Heritage, which was just sold to Unilever with the takeover of its parent company, Sundial; SheaMoisture (also part of the Sundial family), and The Mane Choice, which highlights the use of vitamins and food-like ingredients in its products. In 2016, the Environmental Working Group came out with a study that said of nearly 1,200 personal-care products marketed toward African-American women, one in 12 rated “highly hazardous,” according to the group’s ingredient scoring system.
Initially, Camille Rose launched in 105 Target doors but now is in about 9,000 total doors, including about 600 Wal-Mart locations, about 1,700 Sally Beauty stores and about 100 CVS doors. For 2018, the brand is plotting more in-store activations.
“You’re going to see Camille Rose doing a lot more in store,” Stephens said. “We want our consumers to have the full Camille Rose experience.”
The business is on track to do about $10 million in sales for 2017, according to industry sources. Next year, expect to find Camille Rose overseas — the brand is working on South Africa and European market launches, according to Stephens. In addition to its retail partners, it also sells on its web site. “My site is my own retail store,” Stephens said. “I can do whatever I want on there, I normally test there.”
The business is still privately owned, but Stephens is open to “the right offer,” she said, specifying she’d consider minority investments, at this point. “It has to be the perfect partner for me because my brand is so young and I have so much growth ahead of me…the perfect partnership to me would be someone who shares the same ideas, has the same creativity for the brands — I don’t just want money, I want a true partner.”