For Shel Pink, Founder of SpaRitual, slow beauty is a rush.

Shel founded her vegan, Van Nuys, CA-based company in 2004. Inspired by a mindful mom who scrutinized packaging labels and embodied holistic beauty from within, like an unfolding lotus SpaRitual has gently expanded with time. In 2013 lip gloss was added to the boutique lineup, complementing the core offering of nail lacquers, body, hand and foot care spa products.

Shel’s direction for SpaRitual has never been mass, and it seems unlikely that the brand will ever go that way. But change is evident as a result of a comprehensive rebranding, which has lasted three and a half years. Describing the market research initiative, which reshaped SpaRitual’s market identity, Shel stated, “Our former branding was too complex, and there was just too much messaging. The feedback we got was that people felt we were authentic, and the brand was well-liked, but our voice was too esoteric, complicated and polarizing. And, the packaging did not exactly pop off the shelf.”

One of the consumer complaints, said Shel, was that shoppers who did not frequent destination spas simply couldn’t find the niche label, which is now available online at SpaRitual.com, Ulta.com, Pharmaca.com and a few choice retail outlets. “We honor the spa tradition,” said Shel, “and will always maintain robust support for our professionals.” SpaRitual also launched in Sandals resorts in July, where she said her brand “owns 50% of the menu.”

Unifying the current branding is the theme of “Slow Beauty for a fast world”. Heady references to chakras, mantras and affirmations have been replaced with the simpler concept of a multisensory user experience, anchored in integrated groupings of scents, textures and color palettes—an approach which Pink describes as “brighter, peppier, more direct, more clear, more specific.”

The current branding platform identifies four states of slow beauty. For example, one of the states of slow beauty, Instinctual, is defined as energizing and warming, heated with a signature scent of spicy Indonesian Ginger. Tahitian black volcanic sand is featured as an exfoliant, along with Red Earth Clay as a masque ingredient. Red, orange and magenta nail lacquers complete the grouping, some gaining shimmer from the mineral, Mica.

Four years ago, Shel initiated ideation workshops for both SpaRitual and ORLY, the brand founded by her father-in-law, Jeff Pink. The group convenes to forecast product launches 18 months in advance. Slated for Fall 2014: SpaRitual’s new collection, “Wander,” one chapter in the over-arching theme for 2014, “Journey”.

And about that elephant in the room, the Shellac attack. Shel stated that SpaRitual is in the process of taking on the game-changing gel nail manicure with a vegan solution.

More to be revealed.