Carisa Janes, the visionary founder of Hourglass Cosmetics, has embarked on an exciting new chapter by acquiring the body care brand, Nature of Things. This strategic move signals her ambition to delve deeper into the world of bath, body, and skin care. While the specific terms of the deal remain undisclosed, it’s clear that JP Collett, who originally founded Nature of Things in 2019, will maintain a minority stake and continue to contribute to the brand’s evolution. In her reflections on this acquisition, Janes expressed admiration for the brand’s aesthetic and philosophy, noting her long-standing interest in creating natural, plant-based products.
Entering this new arena, Janes emphasized her attraction to the brand’s simplicity and its name, Nature of Things. She believes that the brand has significant potential for reimagining, noting how its core elements resonate with her own values. Her previous experience with various beauty startups has prepared her for this venture, and she sees this as not just an acquisition, but a collaborative opportunity to elevate the brand to new heights.
The relaunch of Nature of Things will feature an impressive lineup of 14 new products, starting from scratch to align with Janes’ vision. The collection includes notable items such as an Awakening Santal Body Wash and a Restorative Floral Body Lotion, all formulated with plant-based and naturally derived ingredients. Sustainability is central to this relaunch, with recycled packaging and future plans for refillable options, which reflect a growing consumer demand for eco-conscious products.
In the evolving skincare landscape, Janes plans to make fragrance-free options a key focus for the brand. The introduction of these gentle formulas aligns with her dedication to natural origins, resulting in offerings that cater to sensitive skin and appeal to a broader consumer base. She’s excited about the prospect of launching new fragrance-free products, including body washes and lotions, as part of Nature of Things’ commitment to quality and inclusiveness.
To further engage with consumers, Nature of Things is set to make its debut with a pop-up experience in New York City’s trendy SoHo district from October 2 to 5. This event follows the opening of Hourglass’s flagship store in the same area, highlighting Janes’ belief in the power of physical retail to craft brand narratives. She emphasized the importance of connecting with consumers in a tangible space, allowing the brand to convey its values and essence in an intimate setting.
Despite her expanding portfolio, Janes remains committed to Hourglass Cosmetics, which Unilever acquired in 2017. She shared that the company has been supportive in allowing her to pursue this new venture without compromising her dedication to Hourglass. By effectively organizing her time between the two brands, Janes utilizes her strong leadership team at Hourglass to balance her responsibilities, ensuring that both brands receive her attention and creativity as they move forward. This dual focus exemplifies her passion for innovation and growth in the beauty industry.
