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Why is this tea brand selling skin care at Ulta?

By Deanna Utroske

- Last updated on GMT

Since launching as a beverage brand in 2013, Teami Blends has expanded into skin care and continues to grow its beauty product portfolio. At the month’s Indie Beauty Expo in Los Angeles, California, Cosmetics Design sat down with Adi Arezzini, co-founder of the brand, to learn more about the products as well as the customers, who are trusting a tea maker with their skin care.

“When we started Teami, the real purpose was to help people live a happier, healthier lifestyle,”​ co-founder Adi Arezzini tells Cosmetics Design. And she emphasizes that “our customers fell in love with our brand because we were really trying to help people.”

Perhaps it is that simple. The well-intentioned startup ran a consumer survey in 2017 and became a cross-industry lifestyle brand shortly thereafter, launching first matcha-based skin care.

“Matcha is packed with antioxidants,” ​notes Arezzini “and it’s not just for ingesting in your body, they’re also for on your skin.”​ When Teami moved into beauty, Arezzini was focused not only on skin care benefits but also on creating product that is“made in the USA, vegan, cruelty-free, and [uses] the type of ingredients that [make] sense to me.”

Watch Teami co-founder Adi Arezzini’s full video interview with Cosmetics Design editor Deanna Utroske to lean more about the brand’d skin care collection, were this brand fits in the marketplace, and more!

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DeannaUtroske_Editor_CosmeticsDesign

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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