Sidia is the most recent beauty brand to go big on body care.

The brand, founded by Métier Creative owner and Coveteur cofounder Erin Kleinberg, is extending its buzzy two-step hand care regimen from head to toe with a body exfoliator and body serum. Prices range from $46 to $52, and it would debut on the brand’s website in addition to with beauty boutique Formula Fig in Toronto.

It’s all a part of Kleinberg’s vision for the brand, named after her late grandmother, which she began ideating in 2020. She began with loungewear before refocusing on beauty, with an aim to streamline and simplify self care into digestible and thoughtfully formulated products for home and body. “We began with candles, then moved handy care, and now to body care. Sidia is the blueprint for all the pieces we do, and he or she was the queen of moisturizing,” Kleinberg said.

The scrub includes bakuchiol and niacinamide, in addition to rice exfoliators meant to supply a resurfacing profit. The serum features hyaluronic acid, squalane and prickly pear, and is housed in a sprig bottle, meant for “lazy humans in every single place,” Kleinberg said.

“I’m a mom of two kids, I run two businesses, and I feel rather a lot about how beauty must be intuitive, thoughtful and intentional,” she continued, and that was the impetus for her to scent the products after her popular home fragrance, called Wired. That scent has notes of tea leaves and eucalyptus.

“I would like to explode showers with this beautiful scent,” she said. “Relating to scent, the inspiration got here from my days running the Coveteur; we got to be within the homes of nearly 500 tastemakers, and I saw how they created ambiance through scent.”

Though other categories within the shower aren’t off the table, Kleinberg is specializing in existing categories. “We would like to perfect the categories we’re in. For us, all the pieces is super intentional and we don’t need to make a billion [stock keeping units],” she said. “We could do hair down the road, and there’s no reason why we shouldn’t be penetrating parts of your shower. My dream is to have Sidia in the most effective hotels on the planet, and we’d must be certain we go into hair care.”

Sidia is currently carried on the Beverly Hills Hotel and sold in Goop, Saks Fifth Avenue, Revolve, Formula Fig and Moda Operandi. Kleinberg didn’t comment on the dimensions of the business, but industry sources expect sales to hit just shy of $1 million in 2023, a double-digit increase from last 12 months.

The brand sees a retention rate of 31 percent, and sold out of its two-step hand care regimen, comprised of a every day hand scrub and hand serum. “It’s resonating with a luxury crowd,” Kleinberg said. “Our audience is Millennial on each ends of the spectrum; individuals who appreciate splurging on themselves for a minute.”