Camille Rose Naturals is branching beyond the multicultural hair section.

The brand is thought for hair products for girls with natural and curly hair — which, in its retail partners, sit within the ethnic hair aisle. But with its late-December debut of facial soap, body collection and Superfood Vitamins at Goal, Camille Rose will soon be available in the market for all demographics.

“We don’t want to only sit within the hair category, we wish to branch out,” said Janell Stephens, the brand’s founder. “Camille Rose is a total-wellness variety of brand — we began with hair, but we’ve so rather more to supply.”

For Camille Rose, the long run includes launching its Garden Collection, which incorporates Tamanu, Turmeric and Rice Bran facial soaps, plus Body Collection, including Cupacu Sweet Cream Body Nourisher, Orange Honey Bath Elixir and Caramelized Cane and Sugar Balm, with Goal on Dec. 24 exclusively for nine months. The body, facial soap and vitamin launches come because the brand works to migrate into the life-style category — cleansing products and candles are coming soon, starting with the brand’s holiday gift set, Stephens said. The corporate also plans to debut collagen and turmeric supplements in the long run.

Stephens, a mother of 5, began making products about five years ago when she couldn’t find the nontoxic options she was searching for in store. She remains to be often known as the brand’s “master mixtress” due to her hands-on involvement in each product’s formulation. The brand’s products all smell sweet, and its lineup includes Almond Jai Twisting Butter, Curlaid Moisture Butter, Growth & Shine Balm and Aloe Whipped Butter Gel.  

“I’m known to be this hand-crafted brand. I make all of my formulas and make all of my products by hand first,” Stephens said.

Camille Rose is a component of a growing sub-segment in beauty — better-for-you products created for girls of color. Other brands within the space include Nubian Heritage, which was just sold to Unilever with the takeover of its parent company, Sundial; SheaMoisture (also a part of the Sundial family), and The Mane Selection, which highlights using vitamins and food-like ingredients in its products. In 2016, the Environmental Working Group got here out with a study that said of nearly 1,200 personal-care products marketed toward African-American women, one in 12 rated “highly hazardous,” in response to the group’s ingredient scoring system.

Initially, Camille Rose launched in 105 Goal doors but now’s in about 9,000 total doors, including about 600 Wal-Mart locations, about 1,700 Sally Beauty stores and about 100 CVS doors. For 2018, the brand is plotting more in-store activations.

“You’re going to see Camille Rose doing so much more in store,” Stephens said. “We wish our consumers to have the complete Camille Rose experience.”

The business is on target to do about $10 million in sales for 2017, in response to industry sources. Next 12 months, anticipate finding Camille Rose overseas — the brand is working on South Africa and European market launches, in response to Stephens. Along with its retail partners, it also sells on its site. “My site is my very own retail store,” Stephens said. “I can do whatever I would like on there, I normally test there.”

The business remains to be privately owned, but Stephens is open to “the suitable offer,” she said, specifying she’d consider minority investments, at this point. “It needs to be the proper partner for me because my brand is so young and I even have a lot growth ahead of me…the proper partnership to me can be someone who shares the identical ideas, has the identical creativity for the brands — I don’t just want money, I would like a real partner.”