Ecru Lifestyle Beauty is on a roll.
Comprised of four brands, beautyADDICTS, a professional makeup brand; ECRU New York, a professional hair care line that takes a formulating cue from cosmetics and skin care; Little Green, an all-natural skin care and hair line targeting kids; and New York Streets, an edgy styling line are a growing division within Ecru Lifestyle Beauty Brands. The American-made niche collections for hair, skin and makeup are estimated to end 2013 with $4 million in retail sales.
Founded by Carmen DePasquale, who serves as CEO of the NJ-based company, also operates a 20,000 square-foot spa, an accredited beauty school and a professional distributorship, all of which generates about $40 million annually (www.depasqualethespa.com).
New products within Ecru Lifestyle Beauty for 2014 include makeup items under beautyADDICTS, a cult favorite of makeup artists. There’s Lip Addiction ($17), a lip gloss collection, designed to provide long lasting, lip plumping and vibrant color. There’s also ShowOFF Mascara ($20), which aims to produce large-lash payoff. Items available online at www.beautyaddicts.com and at salons nationwide.
This spring, Little Green introduces theLice Guard Collection (Shampoo, Detangler and Styling Gel, each sold at $18) and Cradle Cap Care ($15). Through extensive research and staying in tune with what parents want for their children during these important stages of life, Little Green aims to deliver all-natural baby and kid’s products that parents can trust. Items available online at littlegreencares.com and fine salons nationwide.
Ecru New York rounds out its Acacia Protein Collection with a Shampoo, Conditioner, BB Cream, Oil and Masque for the hair. These products contain patented Acacia Collagen, clinically proven to provide superior moisturization and moisture retention. The Acacia Protein BB Cream, an all-in-one treatment and styling product, is the brand’s most anticipated introduction. Items available online at www.ecrunewyork.com and at salons nationwide.
New York Streets has launched Gridlock, a super-fast drying fiber fixative that creates an interlocking web around every strand of hair to provide a strong hold. In addition, the brand has completed a long-awaited package redesign. Gridlock will retail for $16 at www.newyork-streets.com and at salons nationwide.