Naterra International Inc. is making a bold move in the body care sector with the launch of its new brand, Bdy, which complements its already successful Tree Hut line. Tree Hut, renowned for its affordable and appealing body care products, has gained significant traction on social media, particularly among younger audiences. Bdy, however, aims to attract an older demographic with more refined skincare needs. The brand’s first offerings are set to debut on June 8, both directly to consumers and in Ulta Beauty stores, marking a strategic expansion for Naterra as they aim to capture a broader market.
Luis Garcia, the new Chief Marketing Officer of Naterra, emphasizes the distinction between Tree Hut and Bdy. While Tree Hut appeals to Gen Z and younger consumers with its fun and uncomplicated products, Bdy intends to engage the older Gen Z audience and Millennials who seek a more sophisticated skincare experience. The move underscores Naterra’s understanding that consumer preferences are evolving, requiring brands to adapt and offer products with more complex ingredients. Bdy will include five innovative products like a Foaming Oil Body Wash and an Overnight Body Serum, each carefully formulated with thoughtfully chosen ingredients such as salicylic acid and squalane.
The impressive growth of Tree Hut during the pandemic showcases the power of social media in shaping consumer behavior. With an influx of TikTok users showcasing their body care routines, Tree Hut transformed into a viral sensation, turning its sugar scrubs and body butters into must-have items. Today, the brand boasts over 2.1 million followers on TikTok, and Naterra has experienced remarkable sales growth, jumping from approximately $40 million in 2019 to nearly $400 million. With such a strong foundation, Naterra anticipates Bdy could rake in about $15 million in its first year, underscoring their expectations for success.
According to Garcia, the core learnings from Tree Hut’s ascent will inform Bdy’s strategy. The brand will emphasize scent as a key selling point, opting for a signature bergamot and musk fragrance across all products. While Tree Hut capitalizes on frequent limited-edition launches and diverse scent lines, Bdy will embrace a more measured approach, introducing new products and limited drops at a slower pace. This strategy reflects a desire to cultivate a distinct identity for Bdy while still drawing on the successful elements that propelled Tree Hut to fame.
Naterra has ambitious plans for the future, aiming to launch several additional brands within the next five years. The company forecasts having between seven to ten brands under its umbrella by 2030, with the goal of reaching total sales of $1 billion. Plans may include entering the prestige beauty market and exploring products for the emerging Gen Alpha demographic. This vision demonstrates Naterra’s commitment to expanding its reach across various age groups and market channels, ensuring that it remains relevant in a rapidly evolving beauty landscape.
In summary, the launch of Bdy reflects Naterra’s strategic pivot to cater to a more diverse audience in the body care sector. By leveraging the social media success of Tree Hut and introducing a product line tailored for more mature consumers, Naterra is well-positioned to carve out a significant presence in the body care market. With its ambitious growth plans and commitment to evolving consumer needs, the company is gearing up for a promising future.