JAFRA debuts new millennial collection

By Deanna Utroske contact

- Last updated on GMT

JAFRA debuts new millennial collection
The global direct-sales beauty company announced its latest collection of color cosmetics and fragrance late last month. The new Girl Squad product range is meant to appeal to younger beauty consumers.

A company press release gives a quick profile of the consumer JAFRA is hoping to reach with Girl Squad, saying that she is part of “a generation of confident, socially-driven, adventure-seekers.”

Naomi Elder, director of fragrance and toiletries at JAFRA, explains further, “At JAFRA, we're so inspired by the women around us. JAFRA views the Girl Squad portfolio as one that represents the next generation of women who fully embrace sisterhood – positively affected by shared experiences, and each other. We're excited to expand our line of products that appeal to young women; joining Double Nature, JAFRA's number one fragrance brand.”


The company has put together a fairly small collection of lip and eye products to launch Girl Squad. There is one eyeshadow quad with peal white, tropical teal, deep pink, and dark purple shades; a felt-tipped eyeliner in two color options: bright teal or brown; and a mini lip gloss trio with two pink shades and a purple.

The Girl Squad Fragrance that’s new for this collection promises to be “sweet, fresh and fun…this floral, fruity fragrance is truly feminine, and features  notes of refreshing white nectar, sweet Fair Trade vanilla and the Better Together Accord—an exclusive combination of fizzy lulo fruit and addictively sweet brown sugar!”


JAFRA was founded in 1956. The company was previously known as CDRJ Acquisition Corporation, according to the company overview on Bloomberg.com. In 1998, the same year the company was bought by Clayton, Dubliner, and Rice, the name was changed to JAFRA—a nod to the founders Jan and Frank Day.

In 2004 JAFRA was acquired by Vorwerk and Co. KG Holding. And today the company boasts over 600,000 independent beauty consultants working in 16 countries across North and South America, Europe, and Asia.


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