EXCLUSIVE: Innersense Is Bringing Its Clean Hair Care Approach to Body Care
Innersense is ready to embrace body care.
The brand, best known for its clean hair care, on Monday is launching a synthetic-free body care line, including the Inner Glow Body Scrub, $38, a physical and chemical exfoliant to slough away dead skin; Awaken Body Wash, $28, a vitamin- and oil-infused cleanser to leave skin moisturized; Renew Body Lotion, $30, a vitamin- and peptide-infused body moisturizer, and Blissful Body Butter, $42, a vitamin- and butter-infused formula for deeper hydration and skin plumping — it includes shea butter that the brand sourced raw and cold pressed. All the products are formulated with a Vitarevive Trio, which includes vitamins B5, C and D, all known for hair and skin benefits. This launch comes on the heels of a clean professional hair color line, expansion into Asia and an upcoming Middle East expansion.
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The brand is nearing $100 million in sales globally and expects this launch to attribute 5 to 10 percent growth over the next 12 to 24 months.
“When we first introduced Innersense in 2006 it was based around wellness,” said cofounder and chief executive officer Greg Starkman.
Wife, cofounder and president Joanne Starkman emphasized the genesis of the brand, adding: “I stood behind the chair for many years [as a hairstylist], and it wasn’t until our daughter Morgan was diagnosed with Williams Syndrome that a light bulb went off and I realized how many chemicals I had been sitting in in the salon.”
While the brand then set out to shake up the salon industry with clean formulas, they also initially had body care.
“We did have a body butter and a body lotion when we first launched,” Greg Starkman said. “It wasn’t so well received by the salons, and so it went away. We just focused on hair.”
Now, the brand is ready to reenter the category.
“Bringing body back to the brand was an intentional decision to continue to expand our position in wellness,” Greg Starkman said. “As consumers become more aware of ingredients and become better self advocates for themselves, this is about leveraging the trust that we’ve built with our community….It also allows us to expand our distribution, especially in our small business as our spas have requested [body care].”
While body care marks a new era for the brand, the line has many similarities to Innersense’s hair care, including clean formulas, vitamin infusions and the back-of-pack “innerflections.”
“Similar to our hair care…we’re not utilizing any synthetic polymers,” Greg Starkman said.
Regarding the innerflections on the back of each product, Joanne Starkman added: “Being a stylist…I witnessed women come in and sit down and poke and prod their face or talk about their hair and talk about the things that they didn’t like about themselves. What I wanted to do was direct people to things that they liked about themselves and direct things to power statements.”
Some examples of the body care innerflections include “I awaken to limitless joy,” and “I glow from within.”
As the team expects this new vertical to represent a sizable portion of the business, additional body care launches are in the pipeline.
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