SUNDARI AIMS TO HEAL
Byline: Cassandra Chiacchio
NEW YORK — Sundari, the ayurvedic skin care line founded by Christy Turlington, Cavan Mahony and Ayla Hussein in 1999, has its sights set on a new target: treatment.
Not surprisingly, the holistic beauty company’s entry into the category — three new products set to launch in the new healing category, all coming in June — is based on neem, the granddaddy of all ayurvedic ingredients.
According to the founders, neem, a tree found in East India, has been cultivated for thousands of years for its medicinal, antiseptic and astringent properties. “Basically, we saw the tremendous consumer response for our Neem Night Cream. People wrote in and said it helped with scars, with redness and dry, scaly skin,” said Mahony. “We did more research on it and decided to make it into its own category.”
“Neem has a high sulfur content that helps bond proteins in the skin and increases elasticity,” added Alec Batis, head of product development at Sundari. “It also aides several skin disorders such as rosacea and psoriasis.”
Sundari’s 17-stockkeeping-item collection already includes several products with neem as a featured ingredient such as Neem and Green Tea Cleansing Mask and Neem Night Cream. “It was all about taking neem a step further,” said Mahony.
Hence, the Sundari Healing line, which will be introduced with three neem-based products — Neem and Avocado Balancing Moisturizer, Neem and Burdock Balancing Cream Gel Cleanser and Neem and Tamanu Corrective Moisturizer.
The products, packaged in airless containers designed by Fabien Baron, will feature solid color packaging in blue and orange similar to current packaging colored to equate product with particular skin types. The Balancing Moisturizer and Balancing Cream Gel Cleanser were created for normal/combination skin and the Corrective Moisturizer is suitable for dry skin.
The Neem and Avocado Balancing Moisturizer, which will retail for $52 for a 1.7-oz. bottle, contains neem extract; avocado oil; squalane, a vegetable-derived emollient; normaseb, an enzyme that absorbs excess oil while hydrating dry areas, and hyaluronic acid — a protein that helps smooth and elasticize the skin. The Neem and Burdock Balancing Cream Gel Cleanser will retail for $30 for a 4.2-oz. bottle and contains neem extract; burdock root extract, which soothes and tones the skin; squalane, and copper PCA, which regulates sebum production. The Neem and Tamanu Corrective Moisturizer will sell for $52 for a 1.7-oz. bottle and contains neem extract; tamanu seed oil, which is reputed to correct skin fissures; ceramide III, which helps improve water-retention capacity, and hydrogenated lecithin, which helps to increase penetration of active ingredients into skin cells.
Industry sources expect the Neem Healing Line to do about $500,000 in first-year retail sales globally.
The Sundari line can be found in 42 U.S. doors and 10 international doors, including Bergdorf Goodman, Barneys New York, Fred Segal Essentials, Harvey Nichols in the U.K., Le Bon Marche in France, Mecca Cosmetics in Australia and online at Sundari.com.