Proving that beauty is more than skin deep, today’s consumers are looking for high-end detoxifying products that go beyond the epidermis to rid skin of toxins and impurities, allowing it to be truly rejuvenated.
“People love the idea of detoxifying. We have loyal customers who buy our product every month,” said Tata Harper, founder of Tata Harper Skincare, a luxury line of 100% natural and nontoxic skincare, which has had great success with its detox cleansers and face masks.
“[We started selling our products three years ago] so we are still a start-up company, but we see sales and revenue grow every month. It is more than we expected,” said Tata, who is currently working on more masks and bath products designed to detox the body in its entirety, with a scheduled release date of fall 2013.
The brand Orico London has had a similar experience with their detoxifying Streetwise line, which launched in October 2012, showing that consumers are being very receptive to these types of products.
“Although [this line] is very new, we have had great customer feedback on the light textures and results,” said Orico founder, Shirin Valipour.
Shirin goes on to explain that the detox phenomenon is more than a passing trend. It is actually a vital part of a healthy skincare routine.
“All our skincare is in essence based on ‘detoxifying’… To keep skin healthy and radiant it is important to support it with products that feed the skin versus covering it with a top layer to give an illusion of a glow. [Our detoxifying products] allow pores to breathe and enable skin cells to be nourished with essential antioxidants, vitamins and omegas.”
To keep up with the current demand for detoxifying products, stores have brought in a wide range of new merchandise. For instance, Sephora has recently added DryBar Detox Dry Shampoo, Tarte’s Amazonian Clay Double Detox Facial System, Dr. Jart + Black Label Detox BB Beauty Balm and Dr. Jart + Black Label Detox Pore Penetrator to the ranks of their already top-rated detox products, which include Dior’s Capture Totale One Essential Ultra-Detox Treatment Mask and Kate Somerville’s Detox Daily Cleanser.
Even established brands are reintroducing existing products to capitalize on this growing trend.
“Sisley is re-launching their Botanical D Tox, due out by the end of March,” Sisley spokeswoman, Sabina Ellahi, told CEW. “Botanical D Tox is a one-month treatment that helps at night with cell rejuvenation … it’s a great product after everyone has spent [the winter] eating junk food and drinking.”
Timing can play a factor in the demand for detox products. Orico London has seen an increase in sales as people are preparing their skin for the spring and summer months, thus propelling them to further develop even more detoxifying products.
“We plan to extend [the line] for different skin issues and we are working on developing supplements to protect and detox the skin from the inside out,” Shirin said.