Puig-owned bee beauty brand Apivita launches in US market

By Deanna Utroske contact

- Last updated on GMT

© Getty Images \ (nnorozoff)
© Getty Images \ (nnorozoff)

Related tags: bee beauty, Greece, Distribution agreement, distribution

Thanks to a deal with Amerikas Beauty Distribution Services, over 50 products from the personal care brand—known for formulas featuring propolis, honey, beeswax, royal jelly, and bee-pollinated plant extracts—will soon be available here in the States.

On Monday, Amerikas announced this latest distribution partnership. The company distributes more than 10 brands here in the US, including Bioderma, Embryolisse, Floris, and Benamôr; and works with retail partners such as Amazon Luxury Beauty, Anthropologie, CO Bigelow, Net-A-Porter, and Sephora.

Distribution services provider Amerikas brings Apivita to the US beauty market

And now this week, “Amerikas is pleased to announce its exclusive distribution partnership with APIVITA for the US market, aiming to introduce the brand and its holistic approach to beauty and wellbeing to the American customers. It arrives with a complete portfolio of over 60 natural solutions for the hair, the face and the body, all with clinically proven efficacy,”​ according to the press release circulated by the distribution services company.

The Apivita facial skin care collection comprises masks, scrubs, cleansers, toners, serums, moisturizers, etc. The brand’s hair care line spans shampoos and conditioners as well as hair masks and hair oils. The Apivita body care collection includes hand care products (a hand wash, a lotion, and creams) as well as shower gels, body scrubs, soaps, and more. There’s also a men’s line of shave, skin, hair, and body products; and an Apivita babies and kid’s collection as well.

Apivita has been in business for more than 40 years. “Founded in Athens in 1979 by two pharmacists, Nikos and Niki Koutsiana, APIVITA (the ‘Life of the bee’) is a sustainably managed organization that offers effective natural beauty solutions for the face, body and hair, all manufactured from bee products and plants indigenous to Greek nature,” ​explains the release.

“With innovation as a core value, the [brand’s own R&D department creates] in-house formulations with high biological value and concentration of active ingredients, made of organic certified plants and environmentally friendly solvents.”

Barcelona, Spain – based beauty and fashion company Puig acquired Apivita in 2017

Apivita is no longer a stand-alone brand. “Since March 2017, APIVITA is part of PUIG Group, following an important strategic agreement between APIVITA and the Spanish group with global presence operating in fashion, fragrances and cosmetics industries. The agreement guarantees the capital sufficiency of APIVITA –strengthened through a capital increase,” ​as this week’s press release points out.

And it’s a brand that not only has a legacy and financial support behind it; Apivitia fits neatly into the current natural, clean, green, and of course bee beauty movements.

According to apivita.com​, the brand’s formulas are all between 85% and 100% natural. And the brand has its own made-without list, which includes “silicones, parabens, mineral oil, propylene glycol, polycyclic musks, nitromusks, phthalates, as well as other ingredients that have been associated with adverse effects on health or the environment,” ​as the site notes.

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DeannaUtroske-smallphoto

Natural beauty ingredients and formulations, which of course includes bee beauty brands and innovations, is a common topic of Deanna Utroske’s business news writing.​ Hers is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of CosmeticsDesign.com, she writes daily news 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.

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