Erewhon’s beauty selection is about small brands.
If you’ve visited Erewhon natural grocery stores, you might be surprised to find out that their beauty section isn’t about big, known brands. In fact, it is quite the contrary.
Brandie Rossi, the regional director of nutrition and assistant director of Erewhon stores in Southern California, said, “I don’t want to have things on the shelf that you can get anywhere, that would be too easy. We will take a brand that has been producing out of the kitchen. If they aren’t sure about how to get into a store, I’ll find them business insurance and help them get in touch with someone who’s done small-batch labeling.”
In addition, Erewhon recently installed beauty bars including eight brands, among them: Inika, Lauren B. Beauty, Skinphoria, Alitura Naturals, Gaffer & Child, Luxe Beauty and Chandanni.
Rossi went on to say, “We are definitely gaining momentum, and I think it’s mostly because we offer a culture, not just a store. Anyone can put up a sign up that says organic market. What we offer is an entire universe for you to dive into and become a part of.”
And of course, this universe includes beauty. Rossi explained, “Our beauty bar covers you inside and out. At the beauty bar, we can show people that these are the best things to put on your skin to keep it healthy to go with the best things that you are putting in your body. I felt it was part of the health and beauty arena we didn’t have.”
Also, be on the lookout for organic skincare at Erewhon like Fleur 333 and Kailo Organic Chakra Therapy! And if you are a small, organic beauty brand, Rossi encourages you to continue to submit to them. They have a small team, but are constantly looking at new and innovative brands.
She said, “Don’t give up. If you are a small company that thinks you really have got something, keep submitting.”
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