.truebotanicals has been evaluating its deal options, according to industry sources.
and is on track to deliver “equally impressive growth” for this year, putting that success down to a number of factors, from supercharged product development to shifting consumer attitudes.
“The consumer interest is caught up to everything that we stand for, and what we hear from consumers in our ratings and reviews is that we’re their most trusted beauty brand. They trust us and they trust that our products are going to do what we say they’re going to do. That trust is our biggest differentiator,” said the company’s new chief marketing officer Rebecca Boston, formerly of Fenty Beauty and Google, in an interview.
As the company grows, it has been launching new categories and products, including an eye cream, a hair oil and a retinol alternative called the Phyto Retinol Vitamin A Booster. In addition to all this, it is gearing up to unveil its first sunscreen, followed by an Everyday Skin Tint. At the same time, True Botanicals is expanding into more brick-and-mortar, launching in Credo Beauty earlier this year, in addition to existing partnerships with Nordstrom and the Detox Market. “We’re dipping our toes in and seeing amazing results at retail. Consumers want a place to touch and feel the product,” Peterson said in the Beauty Inc interview in July. “We’ll continue to be a primarily direct-to-consumer brand, with a strong complement of retail partnerships.
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