Grace + Tonic Cleansing Mud will be sold at Target.

Target continues to make a bolder statement in the natural beauty space. Later this month, Target will add Grace + Tonic to its growing list of premium “better for you” products in 332 doors.

The naturals market, according to Kline Group, continues to grow at above-average rates, increasing 8.3 percent in the U.S. in the past year. But shoppers are bombarded with product natural claims that are not only confusing, but often not verified since there are no rules governing the use of the term in the U.S.

Grace + Tonic delivers a competitive edge, according to company founder Suzanne LeRoux, in the form of the Ecocert and Cosmos-certified seals. The standard, highly respected in Europe, validates the integrity sustainability of natural and organic cosmetics. Fewer than 10,000 products on the market globally have passed the rigorous assessment of Cosmos certification. Grace + Tonic will be Target’s first beauty entry to bear the seal, according to company founder LeRoux, who has more than 10-plus years in the green beauty space.

With the backing to support it at a time when consumers are more informed about natural and organic, industry sources believe the line can hit first-year sales exceeding $5 million. The company does not comment on projections.

The seal was important to LeRoux, a former lawyer, who has been in the green beauty industry for a decade. “We’ve seen it [green beauty] go from niche with few retailers to mainstream and I believe in a few years it will be the norm,” she said.

The launch is a finely tuned collection of three key items, an Eye Serum, a Cleansing Mud and a Moisture Cream. There is also a Discovery Set with travel sizes of each item. Some of the key ingredients used include Brazilian Purple Clay, Cupuaçu Butter, Blue Seakale and Coconut Extract. All of the items are free from parabens, artificial colors, GMOs, sulfates, synthetic fragrance and mineral oil. Each is dermatologist tested and cruelty-free. Taking sustainability to beyond traditional mass market standards, the bottles are glass and refillable. All other packaging is recyclable. Prices range from $24.99 for the Cleansing Mud to $34.99 for the Moisture Cream.

“The mass consumer is ready for natural and they want accessible pricing. They get inspired by something they see on Instagram but it is $98. We believe that everyone should be able to access effective, scientifically driven, plant-powered skin care,” LeRoux said.

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