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"This is our first whitening product," said founder Sarah Kugelman, who noted that the formulation features kombucha tea, "a natural whitening ingredient."
Arctic Brightening Serum, which is priced at $65 for 30 ml., is also designed to have antiaging benefits. It features a blend of arctic and maral roots as well as Siberian ginseng, a complex that is said to protect the skin. An ingredient called retinol derivative is designed to reduce the appearance of fine lines.
Plans call for Arctic Brightening Serum to be launched at selected Sephora stores in June and reach about 230 domestic and international doors by September. Skyn Iceland is carried in a handful of doors in Canada, the U.K., Spain and Iceland.
The brand, which was launched in January 2005 at Henri Bendel with seven products, has grown to include 17 items. Industry sources project the firm, whose sales were less than $1 million in 2005, will have sales in excess of $5 million this year.
Much of the brand's distribution is through Sephora. It was rolled out to 60 of the retailer's locations this month, for a total of 163 Sephora doors. Skyn Iceland was launched at the perfumery chain in March 2005 as part of a 10-door test.
The brand, which appeared on QVC three times last year, is to appear on the U.K.'s version of the network in the summer.
"The strategy is to continue to grow and expand where we are," said Kugelman, "and add new distribution but keep it [selective]."
Kugelman's future plans for the brand include a line of organic body products, which is slated for an August introduction. The line, called Skyn Iceland Body, is to feature formulations that are at least 75 percent organic and 100 percent natural or naturally derived, said Kugelman, who is in discussions with organic certification bodies.
Skyn Iceland launched its first day cream two months ago, an item that features a 5 percent concentration of sodium hyaluronate and peptides, as well as aloe as an antiirritant. Called Pure Cloud Cream, the item joins a day lotion and night cream within the product assortment, which is free of parabens, petroleum, mineral oil and sulfates.