The firm that backs Westman Atelier and DpHue has invested in The Center, which owns Naturium, Phlur and Make.
in that business in 2019, said the approach is different than what he’d done with his previous company. “The way that my generation did it was we maxed out our credit cards, borrowed money, we lifted up couch cushions, and you take your $10,000 and you try really hard to turn it into $20[,000],” Bennett said.
Naturium has achieved significant success, and industry sources said that Naturium is expected to reach $50 million in retail sales for this year. “It’s the power of the brand, but as you know the clean masstige skin care category is on fire and Naturium has a super strong value proposition for consumers. The clinically effective positioning but with botanicals has really found a very strong value proposition … it’s one of the most explosive brand growths that we have seen, with phenomenal multichannel performance,” Daneshzadeh said.
Bennett said the brand is profitable, and that he aims to achieve profitability quickly with each of his other brands. In total, he said he envisions the center will operate four to five brands across categories. “It’s important for us as a small team to stay focused and to stay focused on the categories where we think there are opportunities or even more importantly where we believe there are customers who are being underserved. That’s an enormous priority for us,” Bennett said.For more from WWD.com, see:
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