Natural skin-care brand MyChelle Dermaceuticals is launching a lineup of skin-protecting products for spring.
The brand will debut its Perfect C Pro Serum 25%, $52; Quick Clean Micellar Water, $15, and Sun Shield Liquid Tint SPF 5, $22.50, this spring in Ulta Beauty, Whole Foods and online. The brand is also distributed at natural grocer Sprouts, and is expanding in Canada through Murale and Beauty Boutique. The spring collection focuses on protecting skin from the elements, with both pollution and sun care in mind, a trend echoed by a handful of skin-care and hair-care lines. “It’s a huge aging thing,” said makeup artist Tina Turnbow, who works with MyChelle.
The Perfect C serum contains 25 percent L-ascorbic acid (a form of Vitamin C) that aims to brighten skin and provide antioxidant, antipollution and overall antiaging benefits. MyChelle digital marketing and communications director Maggie Joslyn added that Vitamin C should be spread on damp skin to help it absorb.
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“Vitamin c is really the best stalwart skin-care ingredient,” Joslyn said. “We use L-ascorbic acid because it’s the most effective, active form of vitamin c…[it is the] actual vitamin c that’s in your skin and body, so it doesn’t need to convert to penetrate skin.”
MyChelle infused the Micellar Water with strawberry and kiwi fruit extracts and other botanicals that aim to cleanse, hydrate and soften skin. The water also contains lotus flower and bamboo extracts which act to form a protective barrier against pollutants, irritants and free radicals.
The Sun Shield is a tinted sunscreen that comes in Nude or Natural Tan and blends to match skin tone and can be used alone, or as a primer under foundation. The product also contains bentonite clay, according to Joslyn, which can help people with oily skin wear the sun-care product. “That will kind of absorb those impurities and also is an antipollution ingredient,” she said.
The latest range adds to MyChelle’s existing lineup of cleansers, exfoliators, masks, moisturizers, serums, oils, eye products and sun protection products. The line, which is vegan, cruelty-free and gluten-free, is priced between $12 and $60.
MyChelle is backed by private equity investment Encore Consumer Capital, which is also invested in Lorac and Butter London. Industry sources have speculated that the company might be sold in 2017 as the collective M&A focus expands beyond color cosmetics.