Goodkind Co – Powered by Symrise Exhibits at Indie Beauty Expo
Goodkind Co – powered by Symrise was pleased to exhibit at the Indie Beauty Expo in NYC this week showcasing innovative beauty formulas with a focus on clean beauty, offering low minimums for customized solutions and scalable processes.
Founded by Mary Berry in 2008, as Texas Beauty Labs, the company was recently acquired by PHLUR —the leading fully transparent and sustainable fragrance company, and rebranded as Goodkind Co – powered by Symrise, an early investor in PHLUR. “The transaction reflects the company’s steadfast belief in the tremendous opportunity to help bring safer, more sustainable and innovative beauty products to market,” stated Eric Korman, Co-founder & CEO of PHLUR.
“Exhibiting at Indie Beauty Expo was the first exciting step in this venture,” stated Usha Vijay, Vice President, Global Marketing, Consumer Fragrances at Symrise. “Our vision is to empower Goodkind Co, by enabling access to Symrise’s innovative fragrances and cosmetic ingredients, so they can accelerate the process of offering out-of-the-box solutions for the indie beauty market.”
“It was so energizing being at IBE surrounded by founders and entrepreneurs during such an important and timely shift in the industry to clean and natural beauty,” said Berry, CEO of Goodkind Co – powered by Symrise.
PHLUR and Goodkind Co. first partnered on the development of body care for PHLUR last year, and subsequently jointly launched Explore Naturals — an all-natural, high-performance line of deodorants. “With the launch of Explore Naturals, it was clear that we had created a special partnership. We launched the brand on Amazon in under three months, and then in the next three months, achieved annualized revenue of over $1M,” Berry added. “This is an early example of what we will be able to achieve together for our direct benefit, and equally as important for our clients.”
Achim Daub, Global President, Scent & Care at Symrise stated, “At Symrise, we have been leading the way for more sustainable fragrance and cosmetic ingredients for years and we fully support PHLUR’s vision of full transparency. We are excited to partner with Goodkind Co to be able to efficiently bring this innovation to the indie beauty community for the first time.”
Korman added, “When we started four years ago, the words ‘clean beauty’ were not part of the common vernacular. We created a line of thoughtfully crafted fragrances with full ingredient transparency because we felt it was the right thing to do. Now clean beauty has become a movement, with more and more people correctly holding brands accountable to create safer and more sustainable products and be fully transparent in their product decisions.”
“When I first met Mary and heard her story, I knew that our shared vision of creating beauty products with integrity and heart could lead to some amazing opportunities. We’re thrilled by our new ability to rapidly evolve and test new products, and equally important, extend this ability to empower the independent beauty community. Our combined objective: to further accelerate the adoption of clean products by mainstream customers,” he continued.
“Eric’s early vision behind the clean fragrance movement compelled our decision to originally invest in PHLUR. This combination is even more compelling, as it enables PHLUR to accelerate its leading position in clean fragrance, and creatively double down in clean beauty overall—both of which are of strategic interest to us as a leading supplier of innovative cosmetic ingredients and sustainable fragrance materials and creations around the world,” added Daub.
For more information on Goodkind Co – powered by Symrise, please visit www.goodkindco.com
For more information on Symrise, please visit www.symrise.com
