While somethings are changing at MyChelle, many are staying the same: “We remain committed to full transparency and formulating with clean ingredients. We promise powerful, effective products that make you look good, created by a mission-driven company that you can feel good about supporting,” says Catie Wiggy, Vice President of Marketing and Product Innovation at French Transit Ltd., the company that has owned the MyChelle brand since 2017.
MyChelle launches CBD skin care collection
The new ENHANCE line from MyChelle will, according to this week’s media release, “[feature] hemp-derived CBD, exotic botanical oils, and potent antioxidants.”
So far, there are just 2 ENHANCE products listed on the brand’s ecommerce site: a CBD lip balm and a CBD serum. Neither is available for sale on the site, but each has a full product page “for information purposes only” and links to a certificate of analysis, listing out the cannabinoid composition of the CBD MyChelle is using in each formulation. And there are other products in the new CBD line, including a lotion and a rinse-free wash.
MyChelle branding gets an update
The brand is also using the occasion of its 20th anniversary to refresh its packaging decoration, tag line, and product reorganization.
MyChelle products are now categorized by skin care benefit. “Skin care is never one-size-fits-all,” notes Wiggy, adding that, “MyCHELLE knows everyone's skin is unique and beautiful and we embrace and celebrate those differences by offering a diverse line of powerful mix-and-match formulas to meet the needs of all skin types.”
The brand’s new tag line is “Power from Within.” Here, Wiggy explains, “We believe that personal power comes from within and with a little help, we can all show-up as the best versions of ourselves. We strive to be a catalyst for the type of change that makes your skin look and feel as positive and powerful as you do,” she says.
The packaging decoration has been changed as well; the solid color-block design has been changed to a more muted palette of colors printed in airy texture-like patterns suggestive of water waves, plant leaves, sun rays, etc.
MyChelle sun care is now being sold at Ulta Beauty
Last month, all 10 SKUs of the MyChelle sun care line landed in 200 Ulta doors and also on Ulta.com.
The MyChelle brand has been making what’s often called reef-safe sun care for more than 10 years and hopes this will be important to Ulta customers. As Wiggy notes in a recent media release about the new distribution deal, “We've always recognized the effects that sunscreens have on the planet, so when we developed ours, we committed to making them reef-safe, mineral-based, and free of destructive chemicals like oxybenzone and octinoxate,” she tells the press.
The brand’s sun care is also distinctive for being Clean Label Project Certified. “We are proud to feature The Clean Label Project logo on all MyChelle sun care packaging in 2020 and believe this will help drive sales as an important key brand differentiator,” says Wiggy.
Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of the news website CosmeticsDesign.com, she writes daily articles about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.