Olivina Men's Beard Oil

Men want natural products, too.

At least, that’s the thesis behind Olivina’s new men’s line, which is set to launch at Whole Foods later this year. “The men’s category, just as a segment, has been terribly underserved,” said Joseph Moore, president and chief executive officer of DesignWorks Investments (Olivina’s parent company, which also includes Paddywax, Vineyard Hill Naturals and DesignWorks Ink). “There just haven’t been a lot of great options, particularly in the natural segment.”

That scarce selection led Moore to developing new products for Olivina, a brand founded by Susan Costner-Kenward back in 2002 with a product called Olive Body Butter (Moore joined in 2012). The men’s line, which contains ingredients like olive oil and hemp oil, officially will be launched online on Oct. 25.

The product line includes Hair Face and Body All-in-One Wash, Rise Out/Leave-In Conditioning Cream, USDA Organic Two-in-One Shave Prep and Beard Oil, Flash Foam Shave Cream, Exfoliating Soap Bar, Aluminum Free Deodorant, Natural Fragrance Cologne, USDA Organic Olive Oil Lip Balm in Bourbon Vanilla, Ginger Citrus and Juniper Mint and USDA Organic Restorative Hand Rescue.

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Inspired by the cocktails native to Olivina’s Nashville headquarters, the items are scented like bourbon, mixed with cedar or vanilla. Prices range from $4 to $40.

“It doesn’t have to be expensive to be good,” Moore said. “We want to make sure we make great product with great ingredients….I’d much rather work on a tighter margin but make sure the pricing is very accessible so it just opens up the market a lot faster.

“We wanted something that was, from an ingredients standpoint, was simple — easy to understand, multifunctional — for example, with our wash, it’s not just hair and face, it’s body,” Moore said. “In addition to this groundswell of focus on natural, I think particularly for guys, they want easy, they want something simple, so we’ve tried to create products that have multiple purposes so you look at our beard oil, and it’s not just a beard oil, it’s also a pre-shave oil.”

Industry sources project the brand will do around $5 million in sales for year one, but that its positioning in the natural space should boost sales quickly as Olivina expands.

While Olivina will start online, the brand’s focus is quickly shifting to retail, according to Moore, moving into some Whole Foods doors in November. The brand should be in about 100 Whole Foods doors by the end of the first quarter, as well as 40 Earth Fare locations.

The brand’s product pipeline also includes a 32 oz. version of the All-in-One Wash, a face and body scrub that will contain walnut as the exfoliant that is slated for January. Razors are also in the works, according to Moore. “Ours is more of a vintage look,” he said. “We’re coming out with three razors that will have kind of an old-style vintage throwback.”

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