As the beauty market continues to see a rise in consumer interest in natural beauty, a new skin care line is launching this week with the goal of intersecting the gap between clinical and natural products. The brand, Naturally Serious, is the brainchild of industry veteran June Jacobs and her daughter Rochelle and was developed in collaboration with Sephora.
“We felt that working with Sephora directly was the right thing to do,” said Rochelle. “They have successfully nurtured and grown incredible beauty brands and helped them become major players. Sephora gives very few brands the opportunity to be ‘in the kitchen’ with them, and we consider it an honor to have created Naturally Serious in partnership with them.”
With prices ranging from $16 to $56, seven products, including a cleanser, mask, peel pads, eye cream, moisturizer and lip serum, will debut exclusively within Sephora’s new Clean at Sephora section August 7 on sephora.com, and in select stores August 24.
Naturally Serious is privately held by June Jacobs and skin care guru, Peter Thomas Roth. The company is estimating first year sales figures of $10 million to $15 million, followed by $15 million to $25 million in year two, and $30 million to $40 million in year three.
“Today’s consumer is more skin conscious than ever before, and she truly cares about the ingredients in her skin care, but she also demands results, and that’s where natural brands have faced the biggest challenge—developing products that are natural and safe, but also highly effective. We created Naturally Serious to address this challenge and give consumers naturally derived skin care with serious results,” said Rochelle.
Each product in the line features a patented, clinically tested Anti-Pollution Blend of six anti-oxidants (pomegranate, goji berry, grape seed, green tea, red tea and white tea) with the goal of combatting the visible signs of aging and skin damage caused by UV rays, pollution, free radicals and other environmental aggressors. The blend is meant to work synergistically with the brand’s exclusive Active Rescue Complex, which uses edelweiss, imperatoria, swiss stone pine and ViaPure Coleus to promote natural cell renewal so that skin that appears brighter, healthier and even-toned. The company has also developed its own list of banned ingredients that researchers and consumers recognize as potentially harmful.
“All of our products are cleanly made, ethically developed and clinically tested, and we work hard to make them free of ‘B.A.D.’ ingredients—if it’s banned, ambiguous or debatable, you won’t find it in our formulas,” said Rochelle. “Our products also feature a revolutionary antimicrobial complex of natural acids to prolong shelf life without the use of harsh preservatives. This technology is the first of its kind, and we are excited to bring it to market.”
Within Sephora, the products will be prominently featured within end-caps designed to bring the brand’s story to life. There is also a robust marketing plan in the works.
“We have a 360-launch plan with a huge focus on digital,” reveled Rochelle. “We are looking to create emotional connections and establish Naturally Serious as the trusted information source on natural skin care. To do this, we are implementing a voice-first campaign with tips and education about beauty, health and wellness. We are also planning a social campaign that promotes #METIME and empowers our followers to celebrate their individuality.”
The brand is also sharing messaging that using natural, clean products is a lifestyle choice, and is building a community of “skin warriors” who share Naturally Serious’ ideals. “Our ambassadors will help us lead the conversation as we raise brand awareness and educate consumers about us. We have an amazing roster so far, which includes Allison Kelley (@butwhatshouldiwear), Denise Hernandez (@thejitana) and Taylor Walker Sinning (@taylorwalkerfit)—and we have more brand ambassadors on the way,” said Rochelle.
Later this year, the brand will release its eight sku, Sheer Mineral SPF 30 UVA/UVB Blue Light + Infrared Defense Moisturizer, a zinc oxide-based mineral sunscreen that moisturizes with avocado and shea butter and is also meant to offer protection from aging UV rays, infrared and blue light. Similar to all Naturally Serious products, Sheer Mineral SPF 30 will include the brand’s Anti-Pollution Blend and Active Rescue Complex. In addition to the sunscreen, bundles will launch around the holidays, and the brand is working on exciting innovations for 2019.