With a demand for organic beauty products growing in the U.S, Inika Organic, an Australian natural cosmetics brand with expertise in the formulation of premium products, is increasing in popularity due to its certified organic, cruely-free and 100 per cent vegan line.
“We were born out of a need to detox,” Regis Haberkorn, president of sales and marketing for Inika Organic USA, told WWD earlier this week. “Conscious consumers were already removing harmful chemicals from their homes and diet, replacing them with wholesome, pure and natural alternatives. When it came to makeup, there wasn’t a healthy option.”
Founded in 2006, Inika Organic has grown immensely over the years. In the past year alone, it has introduced about 100 premium natural and health stores in America, such as Erewhon, Metro Drugs Integrative Pharmacy, Pharmaca and a number of salons and spas.
According to the WWD article, industry sources predict it will hit the US$100 million mark in annual sales over the next three years.
“We have grown 52 per cent in 2017 globally,” said Haberkorn. “In five years, we want to become the ‘go-to’ brand for healthy makeup in premium retail worldwide.”
Tommy Herd, chief executive officer of T1 Advertising, paired up with Inika Organic to help raise its profile in the US.
“We’ve been lucky to receive a wonderful public embrace. The influencer community has really rallied behind the brand,” he said. “90 per cent of our influencer coverage is authentic unpaid support.”
While 70 per cent of Inika’s sales are currently from Australia, this is expected to decrease as distribution expands.
