LONDON — Kimia is bringing a spritz of glamour to the naturals segment.
The British beauty brand bowed in January with a treatment duo dubbed Exquisite Rejuvenating Face System that is meant to combat wrinkles and heal the skin. While the line’s products — Exquisite All Natural Face Oil, a serum, and Hydra-Activator, a facial spray — were formulated using natural ingredients, Callum MacRae, the brand’s general manager, said he was aiming to accentuate the items’ luxury appeal as well as their green attributes. “We want to be a luxury lifestyle brand,” he said. “We’re positioned between naturals and cosmeceuticals.”
Concocted to be used in tandem for optimum results, the 30-ml. oil-based serum and 100-ml. spray are sold together in a presentation box for 69 pounds, or $135 at current exchange.
The oil, which is massaged into the skin first, is said to refine, moisturize and smooth, as well as increase cell renewal. Its ingredients include sweet almond oil, witch hazel, grape seed, neroli, rose, calendula, marula, clary sage, cranberry, rose hip oil and vitamin E. The formula was developed by Hedva Choval, a physician.
Hydra-Activator, which is meant to be sprayed onto hands before being applied over the serum, is said to maximize the skin’s capacity to absorb the oil and remove dead cells. It comprises extracts of lady’s mantle.
MacRae recommends six drops of oil and six spritzes of Activator per application. “Very dry skins can up the dose,” MacRae said, noting the one-to-one ratio should be maintained.
The line went on sale in January at Strip, a boutique in Notting Hill, and in February through the brand’s e-tailing Web site, kimia.co.uk. MacRae said he hoped to begin selling Kimia through U.K. department and specialty stores later this year and to roll out internationally in 2008 or 2009.
Also in the cards are additional stockkeeping units, including Precious Eye Serum, Lip Contour Serum and Perfection Neck and Decollete Serum this year. A men’s line and a two-phase hand care product are also in the works.
Industry sources estimate Kimia will generate retail sales of between 500,000 pounds and 1 million pounds, or $978,697 and $1.96 million, in its first year.