The skin-care brand Belli isn’t just for expectant moms anymore.

The physician-formulated line has a new packaging design — shipping to retailers such as Ulta — intended to expand its reach beyond pregnant women.

A contemporary, more retail-friendly look replaces the former apothecary style of the product lineup that originally was sold through maternity stores such as A Pea in the Pod. Now, Belli, manufactured by Enaltus, wants to attract a broader audience of women seeking pure and effective skin care without harsh chemicals.

“Women often discover Belli when expecting,” said Martin Floreani, chief marketing officer and executive vice president of Enaltus. “They appreciate the rigorous screening process that eliminates any ingredient with even a remote link to birth defects, miscarriage or other problems of pregnancy. But they also discover what these exceptionally pure and elegant formulas can do for their skin and adopt them as part of their permanent beauty regimen.”

The overhauled packaging aims to clearly identify each product’s function, making them easier for consumers to select at the shelf. Products include individual face and body-care items, as well as gift sets.

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Merchants have said mom- and baby-care products are among the fastest-growing segments of skin care, and retailers such as Ulta are carving out larger sections to attract shoppers.

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