Éclair Naturals

Consumers quest for beauty-care products that are free of harmful ingredients is escalating.

This month, Éclair Naturals, an American-made line of body-care products that are non-GMO verified, gluten-free, soy-free, cruelty-free and vegan, will roll out nationwide through the Rite Aid Corporation. The line was singled out for being pure, yet also luxurious.

“A lot of people don’t realize it, but skin is the largest organ in the body and whatever goes on it can get into your bloodstream in minutes,” said John Matise, the chief executive officer of Éclair Naturals.

Éclair Naturals’ formulas caught the attention of actress Jennifer Esposito who now serves as a brand advocate for the products. Esposito authored a book about her experiences with celiac disease.

“My relationship with Éclair Naturals was a perfect fit. They are a pure and honest company, from their ingredients to their ethos. As a person living with celiac disease, I know firsthand that it’s not just what goes in your body, but what goes on your body that counts,” she said. “Éclair Naturals supports my mission that the public become educated about how ingredients can affect one’s health — ingredients that are not just in food, but also everyday life, especially beauty products.”

It is estimated at least 1 in 133 Americans suffer from celiac and many go undiagnosed for years. There are also millions who have severe reactions from other chemicals found in many beauty lines.

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Esposito had experienced side effects — hair loss and irritation — she eventually linked to gluten in her shampoo. “What she loves about our line is that we are certified gluten-free,” noted Matise. “There are many who say their products are gluten-free, but they are not. We’ve been clean since the beginning.” He said that while Millennials “get it,” he hopes to convert more consumers. “You don’t need these chemicals in your products.”

Cathy Furtado, Rite Aid’s category manager, was among those embracing the concept and seeing synergy with Rite Aid’s health positioning. “We’re always looking for new and innovative products to offer our customers, especially in beauty and skin care, as they continue to travel their own unique road to wellness,” she said. “Éclair Naturals is a first-of-its-kind skin-care line for us to offer, and we believe our customers will enjoy having the opportunity to purchase a non-GMO verified, gluten-free, soy-free, cruelty-free and vegan product.”

While there is a percentage of the population with a true need for formulas such as Éclair Naturals, there’s a swelling portion that prefer natural lines. The beauty-care segment in general is growing less than five percent, noted Matise, while natural is expanding in excess of 10 percent. “Your average mass market consumer is starting to realize that there are wonderful natural products and you don’t have to sacrifice quality to make smart choices for the environment.”

The Éclair Naturals lineup encompasses more than 100 items from hand soap to bath salts and all retail for under $10. Matise expects the bar soaps, lotions and hair care to pace sales at Rite Aid.

Additional retailers that have committed to launching Éclair Naturals include H-E-B and Target.com. The company plans educational materials to help beauty advisors and pharmacists explain various ingredients used in beauty care and how they can be harmful.

Beyond providing products for those choosing a natural path, Matise said the company has a partnership with Convoy of Hope where trimmings from soap are melted and packaged for distribution to communities in need.