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MyChelle Debuts New Products, Plans Color

The business is said to have hired Threadstone Partners to explore a sale.

MyChelle Dermaceuticals is about to join the list of skin-care brands branching into color.

The business, which makes prestige-priced natural skin-care products, is adding three new stockkeeping units to its lineup this August and launching color for holiday.

For summer, MyChelle is launching Perfect C Cleansing Oil, $18, which contains l-ascorbic acid, baobab oil and tamanu oil; Perfect C Eye Cream, $29.50, which is made with l-ascorbic acid, plant stem cells and hyaluronic acid, and Remarkable Retinal Night Cream, $40, which contains retinal (Vitamin A), chronoline peptide and monk’s pepper.

The cleansing oil is meant to hydrate skin, and can be used with or without water. Either way, when rubbed, the product transforms into a lather and can be used to remove makeup.”The whole purpose is to protect the barrier of the skin,” said Kimberly Heathman, chief marketing officer.

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The three products will launch in about 2,000 doors in August, including Whole Foods locations. MyChelle’s Whole Foods distribution partnership is what has prompted the brand’s move into makeup products, according to Kimberly Heathman, chief marketing officer of MyChelle.

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“They came to us and said, ‘when are you going to do color? You’ve got guaranteed space,'” Heathman said. “And I’m thinking to myself, ‘we’ve got guaranteed space? I can do color.'”

“It’s something we’ve been looking at, but it’s been hard,” Heathman continued. “In the lip category in particular, it’s hard to get around some of the synthetic colors, particularly as you get to the reds and purples and blue tones.”

But MyChelle got around those synthetics for its Sheer Lip Tints in sheer, berry, wine and nude. The products mark the brand’s first foray into makeup. The plan is to sell them at Whole Foods and other distribution points, and then continue working with Whole Foods to develop the rest of the color line, which will include foundations, Heathman said.

MyChelle is one of a handful natural brands that have gone into color — Burt’s Bees has colored lip balms, Tata Harper has tinted lip and cheek products and Juice Beauty makes foundations, lip and eye products.

Makeup could potentially make up as much as 20 percent of MyChelle’s business, industry sources estimated. The company has about $15 million in sales, according to industry sources, and is said to have hired Threadstone Partners to conduct a sale. Right now, the business is backed by private equity firm Encore Consumer Capital.