Attitude is inaugurating its first skincare line. 

The Canada-based personal care and residential care company has launched Oceanly, a one hundred pc plastic-free, EWG Verified skincare line, which debuts Tuesday with 19 products. 

The brand’s debut line includes facial cleansers, scrubs, masks, serums, creams and an SPF, which range in price from $20 to $45 and all are available in biodegradable, ocean-friendly packaging. 

“We hope to be a place to begin to indicate the beauty industry that there’s a latest solution to do things, which is unquestionably higher for the environment and for our future,” said Attitude’s chief executive officer, Jean-Francois Bernier. 

Among the many 19 products within the brand’s debut line is its Glow franchise, which consists of 4 products that harness vitamin C for a brightening effect. Oceanly’s Age franchise, meanwhile, taps watercress extract, peptides and primrose oil meant to combat signs of aging while restoring skin barrier health.  

Other products in the road seek to handle the needs of matte, oily or inflamed skin, and all 19 formulations harness hero ingredient phytoglycogen, a plant-based (quite than shellfish-derived) glycogen, meant to hydrates the skin while promoting collagen production. 

“We thought it was essential to have — I’m not going to say a full range, because we’ll go larger than that — but definitely have a superb foundation so that individuals can have alternatives to what they’re using today,” Bernier said. 

“We built all the pieces ourselves — the R&D, the manufacturing, which was far more complicated because we’re filling paper-based products. [Doing it ourselves] gave us room to be more ambitious on how wide we could make our range.”

The 19 product lineup is just the start for Oceanly, which has a slew of innovation — and even potential category expansions — slated for 2023. 

Bernier didn’t specify sales expectations for the launch, but industry sources projected Oceanly could do between $10 million and $15 million in sales during its first yr available on the market. 

The launch of Oceanly marks a major milestone in Attitude’s evolution, because the parent company seeks to delve even deeper into personal care, and even eyes a foray into cosmetics. 

“[Beauty] goes to change into the inspiration of what we’re,” said Bernier, noting that while Oceanly is launching direct-to-consumer in the interim, plans to roll out to “responsible retailers” are already in motion. “We’re going to attempt to see how we are able to raise the bar with ingredients and packaging. That is our future. That is what we’re enthusiastic about.”