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By/Rosie Jane’s functional Everyday Body Essentials line is headed to target.com.
The retailer’s website will carry the clean fragrance brand’s Deodorant, $15; Body Wash, $25; Body Milk, $28, and Body Oil, $42, in signature scents Wake the F*ck Up and Chill the F*ck Out, which was inspired by founder Rosie Johnston’s experiences in menopause. Both scents are functional, featuring essential oils meant to provide specific benefits and free of endocrine disruptors. While the brand is starting with online, the goal is to launch in Target doors after proving that the Gen X customer is willing to spend more than $20 on body care in a mass setting.
“This is my step into driving into body in even potentially more of an affordable capacity,” Johnston said, adding that she herself often shops for more routine products like body care in a mass retailer. “I want to be cross category….2025, for us marks this, us putting our stake in the ground in personal care.”
This retail represents a significant shift for the brand. While it will still maintain and continue to grow its luxury fragrance arm via retailers like Sephora, Johnston plans to make a name within more mass settings with body care in particular. Body care currently makes up 8 percent of the brand’s total revenue. The brand is on track to reach $10 million in revenue this year.
“I love Sephora. I love that experience, but with body, I want it to feel, and I hope that it is much more this everyday item,” she said. “It’s not considered this tremendously luxe item.”
For Johnston, this is an opportunity to successfully straddle mass and prestige with different approaches.
“For us, it’s because it’s a different category,” she said. “Our branding around it, our look and feel of it will ultimately start to evolve into something a little separate from fragrance.”
In addition, while this retail launch could reach a broad range of customers, Johnston has a particular focus on Gen X shoppers given the price point and menopause connection.
“That’s who I always feel like I’m talking to because my brand is so close to who I am,” she said.
“My body was going through all kinds of changes,” Johnston said about her experience with menopause. “I started to read about the effects of peppermint on hot flashes and your emotional well-being,” she recalled. “That’s how Chill came about.…I love[d] the way it felt on my skin. I love[d] the way that peppermint had this really immediate cooling factor.”
The retail expansion comes just as Menopause Awareness Month comes to a close.
“It’s very timely. When we were starting the conversation with Target, we were not like, ‘Let’s launch [during] menopause awareness month,” Johnston said. “It was kismet.”
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