In addition to its skin care products, the brand is set to expand with a range of aromatherapy products. The four essential oil blends target common menopausal issues: hot flashes, hormonal imbalance, muscle aches, and sleep troubles.
“I am confident that our rebranded range, coupled with the new elixirs, will resonate deeply with our audience,” said Founder Michelle Chan
Chan told CosmeticsDesign-Asia that the brand aims to fulfil the needs of the underserved menopausal women demographic.
“Our renewed brand message emphasises redefining the ageing process, encouraging individuals to boldly navigate each life chapter with confidence and grace.
“Women in their 40s and above have very specific problems. It’s not just skin problems, but also issues like hot flashes which can affect their mood and mental state. With our Aromatherapy Elixirs, we hope to relieve these mental blocks.”
The aromatherapy products are just the start of its rebranding efforts.
Chan revealed that the brand will launch a new skin care product in the fourth quarter, which aims to “bring back the glow” to mature skin.
“When you’re in your 50s, your skin doesn’t glow like when you’re 20. There’s less moisture in the skin, the texture is rougher, the skin sags. But women want radiance at any age. Our products aim to give them back that radiance and give them that skin confidence regardless of age.”
The future product pipeline will focus on issues faced by mature beauty consumers, such as hair loss and stretch marks.
“Our consumer doesn’t buy product for the sake of product. They want solutions to real issues they struggle with every day. I hope to create products that target such issues,” said Chan.
The brand launched in 2020 to fill the gap in the market for luxurious clean skin care for mature consumers. It started with one product, Miracle Pour oil-serum and has since expanded with a multifunctional balm, Lucent.
In line with the rebrand, the company has also revamped its packaging to be more environmentally friendly.
According to the brand, its new packaging uses 100% post-consumer paper with no glue or foils on the boxes. It also uses recyclable glass bottles and jars with paper labels for the containers.
Offline expansion
The brand retails directly from its official website as well as the online platforms of Robinsons and iShopChangi.
The brand has also participated in various pop-ups at corporate events.
“Having booths at these events is great because we get to meet our target consumers and have face time with them,” said Chan.
The expansion into the wellness category gives the brand some differentiation that would hopefully attract more brick-and-mortar retail partners, said Chan.
“With skin care alone, it may not be as interesting for retailers, even though it's targeted specifically for mature consumers.”
With the brand refresh underway, the company will focus on expanding its physical presence in its home market.