The Clean Beauty Collective replaces Fusion Brands

By Deanna Utroske contact

- Last updated on GMT

The Clean Beauty Collective replaces Fusion Brands
At the start of October, the 15-year-old Canadian cosmetics and fragrance company announced a name change, a portfolio change, and a mission change. Additionally, there are plans for the Clean Beauty Collective to add new personal care and home categories to the business.

Fusion Brands Americas Inc is now The Clean Beauty Collective. "It has been very rewarding working towards the launch of Clean Beauty Collective,” ​company president Greg Black, says in a media release about the changes.

“With a more focused mission and vision that embodies our CLEAN brand's values for the past 15 years, we are excited to deliver high-quality products that are simple, worry-free and both sustainably and ethically sourced,” ​adds Black.

The Clean brands he refers to are two fragrance brands: Clean Classic and Clean Reserve

Repositioning

Most recently Fusion Beauty was all about multifunctional color products with anti-aging benefits. The company’s ecommerce site told a story about “future female C.E.O.s, women on top, and ladies who rock.”

According to the site, “Fusion Beauty was created by a team of super-women who believed age shouldn't define their looks. They knew that the importance of technologically advanced ingredients is critical to great looking skin and that it shouldn't stop when applying cosmetics. It should be maintained. For over a decade, Fusion Beauty has been creating cutting-edge multifunctional treatment cosmetics that help skin sustain a youthful appearance without having to go under the knife.”

Going forward the company is focused on “manufacturing products that are simple, trusted, and conscious for consumers who want worry-free beauty products without compromising quality. The existing collections and new entries will come together under one umbrella—Clean Beauty Collective. — to fully embody the Company's vision of simplicity, transparency, eco-conscious and social responsibility;” ​this from the media release announcing the repositioning.

More beauty

Those products will include home products too, which the collective will be launching in 2019. But there is also more beauty in the works.

According the company release, the Clean Beauty Collective is “working on expanding into other beauty categories with products that are also simple, trusted and conscious, embracing the values of its namesake.” ​The Clean Beauty Collective plans to launch bath and body care products, hair care, and skin care.

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DeannaUtroskeEditor

Deanna Utroske, CosmeticsDesign.com 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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