CRUNCHI adds skin care

By Deanna Utroske contact

- Last updated on GMT

image courtesy of the brand
image courtesy of the brand
On Monday, the multi-level marketing makeup brand announced the launch of two new products. Skin care is a new category for Crunchi, a company that prides itself on organic ingredients and what it calls toxin-free cosmetics and personal care formulations.

Melanie Petschke and Kelly Watson founded Crunchi in 2015 as an MLM company that caters to clean and green beauty consumers. According to the brand website, “Crunchi products are made with a combination of safe, certified-organic, and EcoCert ingredients….While the majority of the ingredients used in Crunchi products are natural, we have infused a handful of strategically selected synthetic ingredients with substantial safety data, in order to boost performance, efficacy and longevity.”

Now the company is broadening its business to include skin care. “Beautiful, healthy skin is critical for flawless makeup application,” ​assert Petschke and Watson in joint remarks to the press.

“We are thrilled to be able to offer skincare that not only meet our extremely high safety and efficacy standards but are perfectly compatible with our makeup line. Our Crunchi skincare product development list is extensive and we are just getting started,” ​they say.

Line extension

It’s not uncommon for skin care brands to move into the color cosmetics business or vice versa. In fact, the two categories are more closely linked than ever with multifunctional products, like tinted moisturizers and foundations with anti-aging benefits, bridging the gap between them.

And new market research data confirms that “in the US, skin care is not only selling well as a stand-alone category but is also a popular benefit of multifunctional makeup,” ​as Cosmetics Design reported​ just last week.

New products

Crunchi’s new skin care line comprises a day cream and night cream (pictured above). The Night Light Facial Cream, which sells for $54, is formulated with the following ingredients (as listed on the company’s ecommerce site):

Water (Aqua), Glycerin*, Aloe Barbadensis (Aloe Vera) Leaf Juice*, Propanediol, Helianthus Annuus (Sunflower) Seed Oil*, Simmondsia Chinensis (Jojoba) Seed Oil*, Persea Gratissima (Avocado) Oil*, Disteardimonium Hectorite, Polyglyceryl-2 Isostearate, Polyglyceryl-6 Polyricinoleate, Argania Spinosa (Argan) Oil*, Tocopherol, Hibiscus Sabdariffa Flower Acid, Lavandula Angustifolia (Lavender) Oil*, Rosa Centifolia (Rose) Petals*, Salvia Officinalis (Sage) Leaf*, Ginkgo Biloba Leaf*, Phenethyl Alcohol, Ethylhexylglycerin. *Certified Organic Ingredients

The company highlights the lavender and hibiscus as scents that help create a relaxing experience for consumers using the cream.

The $48 Daylight Facial Cream in made of the following ingredients: Water (Aqua), Aloe Barbadensis (Aloe Vera) Leaf Juice*, Glycerin*, Montmorillonite (Mineral Water), Simmondsia Chinensis (Jojoba) Seed Oil*, Helianthus Annuus (Sunflower) Seed Oil*, Persea Gratissima (Avocado) Oil*, Propanediol, Disteardimonium Hectorite, Polyglyceryl-2 Isostearate, Polyglyceryl-6 Polyricinoleate, Laminaria Digitata Extract, Polyglyceryl-2 Oleate, Polyhydroxystearic Acid, Polyglyceryl-2 Stearate, Chondrus Crispus Extract, Sodium Hyaluronate, Sesamum Indicum (Sesame) Seed Oil*, Tocopherol (Vitamin E), Organic Citrus Sinensis (Sweet Orange) Peel Oil*, Euterpe Oleracea (Acai Berry) Pulp Powder*, Lycium Chinense (Goji) Fruit*, Thymus Vulgaris (Thyme) Leaf*, Rosmarinus Officinalis (Rosemary) Leaf Powder*, Phenethyl alcohol, Ethylhexylglycerin *Certified Organic Ingredients

Some of the ingredient benefits Crunchi emphasizes for the day cream are “antioxidant-packed acai, goji, thyme and rosemary protect from environmental stressors as the sweet orange oil offers a zesty aroma to awake the senses,”​ according to the media release.

Made without

Crunchi has created an extensive list of Blacklisted Ingredients. The Crunchi site lists dozens of ingredients that it opts not to use in product formulations. The list runs alphabetically and can be expanded to show each ingredient’s common use, why it’s been blacklisted, and lists (and where possible links to) documents that give evidence of the concern.

It’s the sort of resource more and more consumers expect; and it helps position the brand as a trusted beauty maker.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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