Lingerie business Land of Women has branched into a new kind of foundation — skin care.
The brand’s three piece skin-care line was shipped to five Steven Alan boutiques in mid-September, adding to distribution that already included The Dreslyn, Kindred Black and Need Supply. “We decided six months ago to extend the brand identity that is based on foundations and a totally women-owned and for-women brand, and extend it to skin care,” said Mckenzie Raley, cofounder of Land of Women. She started the company with cofounder Sarah Belz in 2013.
But her skin-care formulation started years before that, when Raley, a model, started mixing up her own products. “My exposure to the beauty and skin-care industry has been constant,” she said. “The three skin-care products we currently have are products I had actually been making myself during my modeling career based on simple, whole, natural oils that don’t damage the skin.”
Natural is key to the beauty line, according to Raley. “We really want to capitalize on the natural space, that’s really who our woman is,” she said.
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So far the line’s three products are: Absolute Rose Balm, $58, made with rose hip oil, vitamin E, vitamin C and carrot seed oil; Healthy Hands Cuticle Oil, $34, which contains essential lemon oil, apricot oil and grape seed oil, and Multivitamin Facial Oil, $65, which includes carrot seed oil, rosehip oil and squalane.
“We’re aiming to simplify the modern woman’s skin-care routine, adding exactly what she needs to achieve a healthy and natural complexion,” Raley said. “We’re sourcing the most nourishing and repairing ingredients to ensure our woman, regardless of age, is happy in her skin.”
While right now the lingerie business is Land of Women’s main source of revenue, the plan is that skin-care will make up about 50 percent of the business in about a year. The lingerie is also sold at Barneys New York and a handful of boutiques. Internationally, the collection is available in Canada, Japan and Russia.
Skin care brings a higher margin component into the business and is expected to contribute about 30 percent growth to Land of Women’s revenue over the next 12 months, according to industry sources. Land of Women skin care has a full launch, which includes more marketing, slated for February. After that, the line is likely to bulk up with two to three new product offerings, according to Raley — potentially a serum and a mask.