Birkenstock taps into the skincare market

Birkenstock, the brand synonymous with its comfy-chic sandals, clogs and slippers, is venturing into skin care. While the launch may seem out of left field, the company advises it’s been a long time coming and it’s well suited for it – the shoe line and skincare will share the same key ingredient.

The brand’s shoes are made of cork oak and the skincare products get their anti-aging effects from suberin, which comes from cork oak extract. Birkenstock's CEO Oliver Reichert said "We took our time in terms of developing the whole natural cosmetics range, with product quality coming first at all times with a team of experienced experts." Birkenstock's signature cork has also been incorporated into the packaging.

A subdivision of Birkenstock called Birkenstock Cosmetics is manufacturing the 28 products that'll make up the Birkenstock Natural Care line. It will include a collection of cleansers called Naturally Fresh Cleanse, moisturisers known as Naturally Ageless Repair and hyaluron-based skin and lip products under the name Naturally Pure Prevent. In response to an increasing number of men seeking natural cosmetics, three of the products are targeted at male consumers.

The products' ingredients also include arctic moss, argan oil, and baobab. They cost between $17 and $74 ($USD).