Under the new ownership of French Transit International, MyChelle Dermaceuticals is accelerating its new product development. French Transit purchased the natural skin-care line late last year. “It [the acquisition] is good for a brand like MyChelle that’s been around since 2000,” said Catie Wiggy, director of product innovation. “We have reinvigorated life.”
The investment from French Transit allows MyChelle to broaden its portfolio at a time when the floodgates have opened with hundreds of naturally positioned launches. “We’ve been in this business a really long time so we’re proud to still be an innovator,” Wiggy said. Industry sources estimate the company produces sales in excess of $15 million with the potential to double that within the next year.
The latest innovation from the brand leverages its strength in hyaluronic acid, an ingredient Wiggy said has high demand from its consumers in all channels. “One of our bestsellers is our Ultra Hyaluronic Hydrating Serum, which has been in the lineup for 12 years, and is still a top seller. These new items round out that system,” Wiggy said. Launching in stores in August are four new items: Ultra Hyaluronic Hydrating Cream, Ultra Hyaluronic Beauty Mist, Ultra Hyaluronic Water Mask and a newly resized Bio-Firm Hydrogel Concentrate. Prices range from $15 for the mask to $28 for the hydrating cream. There are unique concoctions of ingredients such as Prickly Pear, Cactus Water and Blue Agave. “We customize every formula and use a large amount of plant stem cells in our line that are new to the natural market.” Wiggy said these new items are especially good for skin rejuvenation following sun exposure during summer months.
MyChelle is an emerging force in natural sun care. “We launched a plethora of 100 percent mineral-based, reef-safe sun care,” Wiggy said. In addition to the recent ban of Oxybenzone in Hawaii, many resorts are now banning conventional sun products because of damage to marine life and coral reefs. “We see an uptick in our sun care because of our reef-safe positioning.”
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Retailers also single out MyChelle for its strength in offering vitamin C and retinal products. The Perfect C lineup includes Perfect C Cleansing Oil, $18, and Eye Cream, $29.50, as well as its Remarkable Retinal line, which includes a $40 night cream and other products. The company recently introduced tinted lip balms, its first foray into makeup, exclusively sold online and launching at Pharmaca this fall.
In 2019, Wiggy said, innovation will center around products that harness core ingredients to provide quick results. “That’s our society today. We all want instant gratification. That is what our spring 2019 is all about,” Wiggy said without revealing specific product launches.
Whole Foods has been a retail partner since the brand’s inception and MyChelle most recently expanded into Kohl’s. MyChelle is also available in most health food stores.
The beauty industry has recently zeroed in on transparency in ingredients. But Wiggy said that’s been in MyChelle’s DNA since its launch. “We are a proud founding member of the EWG Verified for your health program. It is our philosophy to list all ingredients. We are cruelty-free, 100 percent vegetarian, and 88 percent vegan. We want to stay ahead of the game and provide professional quality products that also happen to be clean and natural.”