The NIU BODY Rebrand: millennials have grown up and so has their skin care

By Deanna Utroske contact

- Last updated on GMT

© Getty Images \ (pierivb)
© Getty Images \ (pierivb)

Related tags: rebrand, millennials, clean beauty, clean & ethical beauty

Late last month, the affordable beauty brand led by Connie Lo and Laura Burget announced a rebrand, complete with a new name—Three Ships—a new look, a new product naming format, a new marketing strategy, and a new product too.

“This rebrand symbolizes our growth as a company and an opportunity to show our customers that we understand — and are responding to — their evolving skincare needs,” ​Connie Lo, Three Ships Co-Founder, tells the press.

“We invite anyone,” ​adds Lo, “interested in a more revitalized complexion to try our products and embark on their journey to better skin.”

Three Ships is an older and wiser skin care brand, but millennial ethics remain

Connie Lo and Laura Burget founded NIU Body in early 2017 as an unpretentious, clean, and affordable skin care brand for their fellow millennials. “We aspire to be an approachable option without the fancy fluff, at affordable prices so everyone can enjoy everything green beauty has to offer. Our products are simple in both design and formulation,” ​explained Burget in her 2018 Indie Beauty Profile​.

And those core brand qualities haven’t changed now that NIU Body is Three Ships: “While our look has changed,” ​says Burget in a press release shared with Cosmetics Design, “we remain meticulous in our approach to sourcing sustainable ingredients and creating formulations that provide tangible benefits.”

“Our philosophy,” ​she says, “has and always will be to be the change we want to see in the beauty industry: natural, effective and affordable skincare with a conscience.”

Here’s what is new at Three Ship skin care

As with any thorough rebrand, the change from NIU Body to Three Ships is about more than just a new name. As the brand explains in a recent LinkedIn update, “It really was a culmination of how we felt about our years-long journey discovering affordable skincare ingredients that actually worked for us. The destination always seems further than it appears, but as we journey towards it, we start to see the full picture. Three Ships is about the journey to better skin.​”

The brand has new packaging and labeling, based primarily on consumer feedback. And now the brand’s portfolio is full of skin care product names that highlight key ingredients and benefits, such as Clarify Tea Tree + MCT Cleansing Oil, Hydrate 49% Almond Oil Serum, and Awake Rose Hydrosol Toner.

In conjunction with the rebranding, Three Ships also launched a new day cream. The Radiance Grape Stem Cell + Squalene Day Cream is, according to the brand’s press release, a “highly-requested product …formulated with revolutionary grape stem cells to protect from UV damage throughout the day and fight photo-aging. Hydrating prickly pear and argan oils along with natural squalene lock in moisture leaving skin soft and radiant.”

“Radiance is made for all skin types to help even and balance skin tone. It's also packaged in an airless pump top jar, which prevents air exposure and helps protect the cream, increasing the shelf life naturally,” ​notes the release.

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