The company’s array of Completely Bare products sprouted from hair removal salons in New York and Los Angeles and now offers do-it-yourself options to consumers.
“We brought the spa formula to retail,” said Michelle Wasik, senior vice president of sales. “Our brand has been tested on millions of people in spas, and now our customers can bring the product home and treat themselves.”
While the vast majority of spa product consumers are women, men are becoming increasingly interested in hair removal, according to Wasik.
“We feel we’ve updated hair removal and are changing the game,” she said. “We’re speaking to the masses, to young and old women, to men, and our line is for all body parts.”
Hair removal — “from head to toe” — is a beauty trend that has been steadily growing, said Wasik. “Brows have become a fashion statement. Ladies are removing hair at younger and younger ages. Women don’t want hair on their faces and arms, men don’t want hair on their backs. The trend is toward being more manicured and landscaped.”
The company’s top-selling product remains Ready Set Wax, a kit of body wax strips that works by pulling away unwanted hair from the skin. Don’t Grow There is a body balm that, when used daily, reduces hair regrowth by 55%, according to Wasik.
“It’s a very cool product that nobody has,” she said, adding that along with removing hair the company wants to remove the embarrassment and fear that can accompany undesirable hair. “We feel we have an innovative ‘ouchless’ line of products and are making hair removal more hip and fun to talk about.”
Completely Bare products are available at CVS.com, ULTA and ULTA.com, Kohl’s and Kohls.com, and Perfumania.com at retail prices from $9.99 to $16.99.