3 indie brands bringing muscle care to beauty

28-May-2019 - Last updated on 28-May-2019 at 18:48 GMT

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As the wellness movement, active beauty, and alternative pain relief converge, it’s likely that more and more startup brands will get involved in the muscle care category. Here, Cosmetics Design looks at 3 indie brands ahead of curve in this unexpected beauty niche.

The inspiration and expertise behind each of these founder-led brands is unique, as are the product formulations. But those formulations all fit neatly into the muscle relief category.

Mineralgia

Through her practice as a chiropractor in Los Angeles, California, Dr Brigitte Rozenberg saw a growing need for pain relief without a prescription. “I developed Mineralgia for the patients of my wellness practice, with the goal to provide safe, everyday relief from acute and chronic pain in order to facilitate whole-body healing,” explains Rozenberg on mineralgia.com.

Mineralgia is, for now, a single-product brand. The Mineralgia Pain Relief Cream promises relief from back pain, sprains, arthritis, joint pain, sore muscles, and minor injuries. The key actives are camphor at 2.5% and menthol at 4%, according to the online product page. But there are quite a lot of other ingredients in the cream, including several botanical oils, as well as Dead Sea salt, magnesium chloride, and hemp seed oil.

Parodi Care

Linda Gillette created the full portfolio of Parodi Care products with salon professionals in mind, but her creams and lotions were not developed for use in the stylist’s chair, the treatment room, or during any client service. Parodi was “created…to help relieve physical discomforts experienced by those working in the fast-paced salon environment,” according to parodicare.com.

Parodi Comforting Muscle Lotion is packaged in a rollerball-on-tube format for ease of application. The lotion is formulated with menthol and camphor (which the product page describes as “traditional cooling agents”), as well as with arnica and magnesium oil; “plus, [a] proprietary HypeauPro blend of natural herbal ingredients leaves skin feeling soft and moisturized.”

Naturisme

Soli Lee has a background in beauty, having worked as product formulator in France with one of the largest cosmetics and personal care companies in the world. After later working as a consultant for other brands, Lee decided to launch a brand of her own.

“Inspired by Mediterranean herbal ingredients, she sought to develop a lotion that could soothe and promote well-being naturally,” explains the about page on naturisme.com. She calls her formulation “Hush Rub, since it hushed my tensions and rejuvenated my spirits,” Lee says on the site.

Hush Rub is formulated with methol and arnica as well as black cumin seed oil and several other ingredients including rosemary, lavender essential oil, mint and arnica extract—which get credit for both product benefits and “a 100% natural scent that takes you away.”

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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.