Naturals-focused body-care line Tree Hut is branching into new territories with its first launch of facial skin care.
“The market has so many [stockkeeping units],” said Cindy Ramsey, brand manager for Tree Hut. “We just want to simplify, go back to the basics…it’s not about fixing wrinkles.”
The lineup includes Purifying Cleansing Facial Gel, $8.99; Polishing Facial Scrub, $9.99; Protecting Daily Moisturizer SPF 30, $14.99; Renewing Night Cream, $14.99; Hydrating Overnight Mask, $14.99, and Exfoliating Mud Mask, $14.99. Industry sources estimate that in its first year in 1,400 doors and on Amazon.com, where Tree Hut also sells its body care, the facial line could bring in between $1.5 million and $2 million.
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The products contain various natural ingredients, including rose, coconut oil, jojoba, aloe, rose hip, chamomile, ginseng and carrot seed oil. The facial products will be distributed through Ulta Beauty, Harmon’s Face Value and Amazon starting in March.
“It’s the natural progression of our brand,” Ramsey said, noting that the facial skin-care products fall in line with Tree Hut’s other ones — meaning that they are free from parabens and employ natural extracts. “We followed the same principals,” she said. The brand’s existing product base includes a line of sugar scrubs, body butters, lotions, Epsom salts, body washes and grooming products. In addition to Ulta, Harmon’s and Amazon, the company’s range is carried at Wal-Mart Stores Inc., Kmart and online at Bed Bath & Beyond and Target. For the week ended Oct. 2, IRI estimated that Tree Hut has more than a 40 percent share of the estimated $53 million specialty bath category, with more than 15 percent growth.
Tree Hut anticipates the new facial line will appeal to the same customer who shops its body-care products, Ramsey said, specifying that the brand conducted a study and found that consumers aren’t happy with every product in their beauty arsenal, which makes them more willing to try new ones.
Tree Hut has been growing at double digits, according to industry sources, and further gains are likely to come from international expansion, potential acquisitions and product category expansion, according to Ramsey. “We’re always looking to find ways to grow,” Ramsey said, specifying that the brand is considering producing lip care and hair care products.