by Josie Maran is relaunching her namesake brand, WWD has learned exclusively.
“I wanted to check in and make sure the line truly reflects the woman I am today,” Maran said. “Asking, ‘Were we doing enough to help the planet? What do we stand for now?’ And doubling down on the original mission of sustainability and what I call chic-ological, which was bringing together high-end, luxury, chic, beautiful products and packaging that was also eco-friendly and clean, or back then it was it is called natural. “
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The model, actress and “clean” beauty pioneer founded her skin care and cosmetics brand in California in 2007 – long before the movement had a name. With argan oil at the heart of its creation, the mission from day one has been to provide products free of harmful chemicals, with the planet in mind.
“When I started the line, [I thought] if I want non-toxic, environmentally friendly products, I’m sure other people will too,” said Maran, who was the face of Maybelline for a decade, in countless campaigns and with roles in “Van Helsing” and “The Aviator .” “I really wanted to be the next generation that would improve the beauty industry,” she said, in the early days.
She is now reintroducing her hero products with Sephora only in the “clean” category, starting with her body goods line. There’s the 100% Pure Argan Oil Body Scrub, Sugar and Argan Oil, and the Beaten Argan Oil Body Butter (one is sold every 14 seconds, according to Maran). The latter two are available unscented, in “Vanilla Vibezzz,” “Topless Tangerine” and “Bohemian Fig.” The trio launched on February 29 at Sephora stores and online, as well as josiemaran.com. Industry sources estimate the rebrand will generate $100 million in sales by 2024.
What is different now is the packaging and the scents.
Working with William McDonough, renowned for his work in green and sustainable architecture, and Lance McGregor, a designer specializing in luxury beauty packaging, Maran is offering more sustainable packaging with refills. The pure argan oil ($39, 1 oz.) is lighter, newly sourced and using a cold-pressed system, packaged in an endlessly reusable glass bottle. And its refill ($76, 3 oz.) is in an aluminum tin that provides three fills. Once done, the cap (post-consumer recycled plastic) and tin can be separated and recycled.
The body scrub ($29, 6 oz.) has refillable pouches ($49, 13.5 oz.) printed with vegetable dyes and recyclable. The lid, which is also recyclable, is made of mono-material plastic. The same can be said for the body butter ($36, 6 oz.) and its own refillable pouches ($62, 13.5 oz.). And all products come in smaller travel containers too.
“We’ve redesigned the line and stripped all materials as simple and clean as possible, where we’ve removed as much plastic as possible. So it’s just glass bottles and jars. And we have PCR, so post-consumer recycled plastic tops, closed. And then for the refill system, we really did the math, if we’re going to refill, it has to have less carbon impact overall. It means you use your bottle or jar over and over again forever, for life. It’s an heirloom piece.”
The new scents, all inspired by Maran’s upbringing in Northern California – where her brand ethos is rooted – use only plant-based fruits and plant essences. She tapped Jerome Epinette to create the fragrance. “True Bohemian,” for example, has top notes of orange and lemon, with vanilla orchid in the heart and tonka bean and violinist in the base.
“I went back to my juicy, joyful youth and brought back all these memories and fragrances, the smells of my youth and if he elevated them and made them very sophisticated but still juicy and joyful,” said Maran. “It’s so deep in us — ethics, mission, purpose, activism, social justice, everything,” she said of growing up in the Bay Area.
The relaunch is three years in the making.
“Sixteen years ago, ‘clean’ was a radical concept in luxury beauty. And I think the industry has come a long way,” she said. “Many people are thinking about sustainability, but the environmental impact has worsened. So, I decided I needed to reset and go back to my DNA but also check in with who I am now. And after all that checking in and resetting, I really wanted to do something urgently about plastic, the planet, taking care of mom.”
It’s a continuous process of learning and development,” she said: “We’re still trying. Progress beyond perfection. It’s step by step, but I had to be real with the amount of plastic we’re putting out. And I really wanted to change that. It’s billions of metric tons every year going into landfills and our oceans. It’s crazy.” (According to statistics from Zero Waste Week, an environmental campaign to reduce waste, the beauty industry is responsible for 120 billion units of plastic packaging waste every year.)
Maran learned when she was young about the importance of the environment and health, she said; as her mother struggled with chronic fatigue syndrome while growing up, and her grandmother, a UC Berkeley professor, battled and overcame breast cancer, she understood the role of chemicals in everyday products. Her aim was to bring those values to beauty.
With nearly 17 years in the industry, Josie Maran has grown to a team of about 70. Along with Sephora, the brand has a presence at QVC.
“We hope to really grow our community, but it’s great right now, we have all ages,” Maran said of consumers.
With the new drops will also come a new tag line: “Feel Good Revealed.” It does not relate to the body positively but to body neutrality. Looking forward to seeing the campaign on TikTok.
“I really think it’s time to have a new conversation about our bodies,” said Maran, a mother of daughters. “And I just want to stand for something else in terms of empowerment and how we talk about ourselves and each other.”
She continued, “Although body positivity is well-intentioned, it can feel overwhelming and leave us feeling guilty for not feeling positive enough about ourselves….Body neutrality focuses on appreciating and respecting our bodies not just how they look but how they can feel, and for the incredible things they do for us. So respect this wonderful body that carries us around in our lives and gives us life.”
What’s next for the brand?
“We’re going to be very focused on Sephora, but I’m still focused on QVC and launching some great things in 2024 there,” Maran said. “In July, we’re launching a rebrand and repackaging of my skin care lines, so the face lines.”
It could be said that its main ingredient is at the heart of Maran’s success: argan oil, native to Morocco and Algeria.
“It empowers women. It is 100 percent organic, sustainable, fair trade. I go back and invest in our beautiful women there, our beautiful country there,” she told Morocco.
How did she come across it?
“I was on a trip in the South of France and I met this very beautiful, older French woman at a party and she asked her for her secret, and she said argan oil. I was like, ‘Who are you? I have to know everything.’ We call her ‘Madame argan’ because I don’t have her name. And I don’t know where she is. If you ever find her, please send her my way.”
“We are thrilled to continue our partnership with Josie Maran and introduce her new line of sustainable body care to our clients, exclusively at Sephora,” Brooke Banwart, senior vice president of skin care merchandising at Sephora, told WWD in statement. “With the power of their signature argan oil, Josie Maran offers effective skin care products with a deep focus on ethical formulation and responsible packaging, which we know resonates with our community. We look forward to launching this exciting line as part of our growing body care range.”
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