The brand is the latest venture by Myriam and Eric Malka, the duo behind The Art of Shaving. The prestige men’s grooming brand was bought over by Procter & Gamble in 2009 for an undisclosed amount, but industry sources estimated that P&G likely paid around $60 million for the brand.
With its foray into the world of clean beauty, Ingredients aims to take a truly transparent approach. The brand takes a striking departure from industry standards by including the exact formulation percentage on the front of each product.
Ingredients was launched at the beginning of the year with offering skin care, body care as well as tea ranging from U$14 to U$48.
Aside from establishing the brand in North America, the company is also aiming to expand the brand internationally.
“We launched our brand Ingredients five months ago with a three-channel distribution strategy — direct to consumer in the North American market, retail distribution in North America, and international distribution with strategic partners throughout the world,” said Eric Malka.
Malka told CosmeticsDesign-Asia that the three main regions it is targeting for international distribution are APAC, Europe, and the Middle East.
In particular, the company believes it can tap into what it believes is a gap in a clean beauty space in the APAC region.
“The skin care category is strong in the Asia Pacific markets, but the clean movement is lagging. We feel there is an opportunity to be part of leading this movement in Asia by introducing ingredient- focused wellness products to that consumer,” said Malka.
US brand Ingredients targets APAC's 'lagging' clean beauty market with 'transparent' approach - CosmeticsDesign-Asia.com
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