Byline: Kerry Diamond

NEW YORK — With a slew of fashion firms like Pea in the Pod, Liz Lange, Metro Mom and Pumpkin catering to the wardrobe needs of expectant mothers, it was only a matter of time before the beauty industry turned its attention to mothers-to-be.
One of the first companies to offer a complete line of bath and body products for pregnant women is Selph, the brain child of former Kiehl’s employee Una Cassidy.
Cassidy, who worked for Molton Brown in London and for Kiehl’s in the U.S. as the director of the international division, will launch her line of 12 products in March. She came up with the idea for Selph after moving to California and becoming a mother for the first time.
“I had noticed since my own pregnancy a whole mind change about pregnancy,” she said.
Eager to travel less so she could spend time with her daughter, Amber, Cassidy continued to work for Kiehl’s, but as a sales associate at Barneys New York in Beverly Hills. While there, she noticed a number of fashionably dressed pregnant women asking for products that would prevent stretch marks. Oprah Winfrey’s office also called, inquiring about pregnancy care products. There was almost nothing for her to recommend, so she decided to create her own line.
The Selph lineup includes Eternal Realm Body Balm, which will retail for $38 for 8 oz.; Lucida Lotion Body Milk, $35 for 6.5 oz.; Still Selena Lavender Body Oil, $28 for 8 oz.; Luxurious Lucina Unscented Body Oil, $28 for 8 oz.; Ino Cleansing Tissues, $14.50 for 25 tissues; Basking Body Scrub, $26.50 for 6.5 oz.; Heavenly Heels Foot Bath, $25.50 for 8 oz.; Dreamy Deodorant, $16.50 for 4 oz., and three shower gels, Lavandula, Serafina and Harmonia — all retailing for $16.50 for 8 oz. In the works are candles, travel-size products and gift sets.
Cassidy expects the line to do more than $1 million at retail in the first year.
The products aren’t 100 percent natural, but they don’t contain anything that would be harmful to a pregnant woman. There are no artificial colors, Vitamin A, fragrances or sodium laurel sulfate. Cassidy also steers clear of herbs that can induce contractions. Selph will be sold at Barneys New York, Fred Segal Apothia in Los Angeles and Space NK locations in the U.K. Cassidy hopes to be in 50 to 80 specialty stores and boutiques by yearend.
Space NK owner Nicky Kinnaird will handle the U.K. distribution of Selph.

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