Grandma knows best.
This is the ethos of Treets Traditions, a Netherlands-based body-care line launching in the U.S. next month at Ulta.
The line, which includes body scrubs, lotions, oils, bath and sleep products, is comprised of five different ranges based on ancient healing wisdom from different regions of the world — presumably something your grandmother might have taught you.
“The story behind the line is all about traditions,” said Rian Van Velzen, cofounder and managing director of Nature’s Choice BV, the private-label company that produces Treets Traditions as its in-house line. “Looking at body care, how is it possible that every line is all about the latest ingredients when there are so many old traditions available? We wanted to figure out how to communicate these traditions to the younger generation.”
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Launched 25 years ago in Europe, the line is now made up of its five ranges —Energising Secrets, Relaxing Chakras, Revitalizing Ceremonies, Nourishing Spirits and Healing in Harmony. Each range is rooted in a fictional grandmother’s beauty traditions. For instance, the marketing materials for Energizing Secrets talk about an Amazonian abuela’s buriti and passion fruit-based products, and Healing in Harmony’s lavender items take inspiration from an oma in the Alps. “Grandmas are known for wisdom,” said Van Velzen of her decision to base the line on grandmothers.
The line is priced from $12 for shower gels and hand washes to about $26 for a hair and body oil. In Europe, popular items include the Bath Fizzers — similar to Lush’s Bath Bombs — and the Foaming Shower Gels. The products are made with natural ingredients and according to the brand, another potential U.S. retailer after Ulta is Whole Foods. Treets Traditions launched in January on ulta.com, but will enter 243 Ulta doors next month.
An industry source told WWD that body care is on the rise with consumers, and Ulta has been the biggest proponent of the trend thus far. “Their bath lines are really expanding,” said the source. “There are more people getting older, and they need skin care for their bodies.”