Company Name: MyChelle Dermaceuticals

Founder Name: Myra Michelle Eby

Launch Date: 2000

Point of difference: Myra developed the brand after noticing a white space for products that contain natural, medicinal-grade ingredients that could be effective enough for professional use in spas and clinics. “From the start, we have been developing clinically active products that are clean, natural and ethically sourced for conscious consumers. We like to think that MyChelle was ‘naturally cool’ before it became cool to be natural,” said Kimberly Heathman Chief Marketing Officer/Biochemist, MyChelle Dermaceuticals. “MyChelle was also the first in the natural industry to use sustainable plant stem cells and continues to be one of the largest users in the entire beauty business.”

Distribution: “As consumers have evolved their expectation of wanting natural products that work like the traditional beauty products they purchase, and vice versa (traditional beauty wanting natural ingredients), we have found more opportunities in less traditional natural channels.” MyChelle products are available at MyChelle.com; nationwide at Whole Foods Market and independent natural retailers, including Pharmaca; and in Canada at Murale and select beauty boutiques. The brand is also available in over 300+ Kohl’s stores and is looking to expand into more masstige/specialty retail.

Marketing/communications: “Natural products are now the mainstream expectation from consumers who are innately focused on not only naturally derived ingredients but the protection of the environment, specifically Gen Y and Z. MyChelle’s popularity and growth has understandably skyrocketed with this demographic,” explained Kimberly. In its communications, the brand promotes its natural ethos by promoting its EWG (Environmental Working Group) verified mark, certifying it is free of EWG’s chemicals of concern. It also promotes its social responsibility — the company rejects using any marine-toxic ingredients in product formulations and donates 1 percent of sun care proceeds to the Surfrider Foundation, a non-profit environmental organization dedicated to the protection and enhancement of the world’s waves and beaches.

To raise brand awareness, MyChelle partners with wellness, beauty and lifestyle experts they believe to be key influencers in the natural industry. The brand is also exploring various ways to connect with consumers digitally through gift with purchase incentives and coupons.

Collection: In August, MyChelle will be expanding its top-selling Ultra Hyaluronic Hydrating Serum by releasing three new hyaluronic acid-based products and relaunching its bio-firm hydrogel concentrate in a new size. For 2019, MyChelle will continue to focus on innovation to expand top-line growth, explore new channels of distribution for heritage products, and introduce new categories.

Investors: MyChelle is owned by French Transit, a Juggernaut Capital Partners portfolio company, which is a vertically integrated global personal care corporation dedicated to consumer safety and health.