Josie Maran is relaunching her namesake brand, WWD has learned exclusively.

“I wanted to ascertain in and be sure that the road truly reflects the lady I’m today,” Maran said. “Asking, ‘Were we doing enough to assist the planet? What will we stand for now?’ And doubling down on the unique mission of sustainability and what I call chic-ological, which was bringing together high-end, luxury, chic, beautiful products and packaging that was also eco-friendly and clean, or back then it was called natural.”

It was in 2007 that the model, actress and “clean” beauty pioneer founded her California-based skincare and cosmetics brand — long before the movement had a reputation. With argan oil on the core of her creations, from day one the mission has been to supply products free from harmful chemicals, with the planet in mind.

“After I began the road, [I thought] if I would like nontoxic, eco-friendly, chic products, I’m pretty sure other people will too,” said Maran, who was the face of Maybelline for a decade, in countless campaigns and with roles in “Van Helsing” and “The Aviator.” “I actually desired to be the following generation of bringing goodness to the wonder industry,” she added, of early days.

She’s now reintroducing her hero products exclusively with Sephora within the “clean” category, commencing along with her line of body goods. There’s the 100% Pure Argan Oil, Sugar and Argan Oil Body Scrub, and Whipped Argan Oil Body Butter (one is sold every 14 seconds, in keeping with Maran). The latter two can be found unscented, in “Vanilla Vibezzz,” “Topless Tangerine” and “Bohemian Fig.” The trio launch on Feb. 29 at Sephora stores and online, in addition to josiemaran.com. Industry sources estimate that the rebrand will generate $100 million in sales for 2024.

What’s different now’s the packaging and smells.

Working with William McDonough, known for his work in green and sustainable architecture, and Lance McGregor, a designer specializing in luxury beauty packaging, Maran is offering more sustainable packaging with refills. The pure argan oil ($39, 1 oz.) is lighter, with recent sourcing and using a chilly pressing system, packaged in a glass bottle that will be endlessly reused. And its refill ($76, 3 oz.) is in an aluminum tin providing three fillings. When it’s done, the cap (post-consumer recycled plastic) and tin will be separated and recycled.

The body scrub ($29, 6 oz.), in a glass jar that’s infinitely recyclable, has refill pouches ($49, 13.5 oz.) printed with vegetable dyes and recyclable. The lid, also recyclable, is made with mono-material plastic. The identical will be said for the body butter ($36, 6 oz.) and its own refill pouches ($62, 13.5 oz.). And each product also is available in smaller travel-size containers.

“We’ve redesigned the road and stripped down all of the materials to as easy and pure because it could possibly be, where we removed as much plastic as possible. So it’s only glass bottles and jars. And we’ve got PCR, so post-consumer recycled plastic tops, closures. After which for the refilling system, we actually did the mathematics on, if we’re going to refill, it has to overall be a less carbon impact. It’s meant to be that you simply use your bottle or your jar time and again endlessly, for a lifetime. It’s an heirloom piece.”

The brand new scents, all inspired by Maran’s Northern California upbringing — where her brand ethics are rooted — use solely plant-based fruit and plant essences. She tapped Jerome Epinette to create the fragrances. “Bohemian Fig,” for instance, has top notes of oranges and lemon, with vanilla orchid at the guts and tonka beans and vetiver at the bottom.

“I went back to my juicy, joyful childhood and brought back all these memories and fragrances, scents of my childhood and had him elevate them and make them super sophisticated yet juicy and joyful,” Maran said. “It’s so deep in us — ethics, mission, purpose, activism, social justice, all the things,” she said of growing up within the Bay Area.

The relaunch has been three years within the making.

“Sixteen years ago, ‘clean’ was a radical concept in luxury beauty. And I feel the industry has come a good distance since,” she said. “There’s a variety of people fascinated by sustainability, however the environmental impact has only gotten worse. So, I just decided I needed to reset and return to my DNA but additionally check in with who I’m now. And in spite of everything that checking in and resetting, I actually desired to urgently do something about plastic, the planet, taking good care of mama.”

It’s a continuous means of learning and evolving,” she added: “We’re still trying. Progress over perfection. It’s step-by-step, but I actually needed to get real with how much plastic we’re putting on the market. And I actually wanted to alter that. It’s billions of metric tons every yr going into landfills and our oceans. It’s insane.” (In keeping with statistics from Zero Waste Week, an environmental campaign to cut back waste, the wonder industry is answerable for 120 billion units of plastic packaging waste every yr.)

Maran learned when she was young in regards to the importance of environmentalism and health, she said; along with her mother fighting chronic fatigue syndrome growing up, and her grandmother, a professor at U.C. Berkeley, battling and defeating breast cancer, she understood the role chemicals have in on a regular basis products. Her aim was to bring those values to beauty.

With nearly 17 years within the industry, Josie Maran has grown to a team of about 70. Together with Sephora, the brand has a presence at QVC.

“We hope to actually grow our community, but without delay it’s amazingly, it’s all ages,” Maran said of consumers.

With the brand new drops may even come a recent tag line: “Feel Good Naked.” It’s not about body positively but body neutrality. Expect to see the campaign on TikTok.

“I actually think it’s time to have a recent conversation about our bodies,” said Maran, a mom of daughters. “And I just need to stand for something more when it comes to empowerment and the way we’re talking about ourselves to ourselves and to one another.”

She went on, “Despite body positivity being thoroughly intentioned, it can also feel very unattainable and leaving us feeling guilty for not feeling positive enough about ourselves….Body neutrality focuses on appreciating and respecting our bodies not for just how they give the impression of being but how they will feel, and for all of the incredible things they do for us. So appreciating this amazing body that brings us around in our life and offers us life.”

What’s next for the brand?

“We’re going to actually give attention to Sephora, but I’m still focused on QVC and launching some amazing things in 2024 there,” Maran said. “In July, we’re actually launching the rebranding, repackaging of my skincare lines, so the face lines.”

At the middle of Maran’s success is arguably its most important ingredient: argan oil, indigenous to Morocco and Algeria.

“It empowers women. It’s one hundred pc organic, sustainable, fair trade. We return and spend money on our beautiful women there, our beautiful land there,” she said of Morocco.

How did she come across it?

“I used to be on a visit within the South of France and met this very beautiful, older French woman at a celebration and asked her her secret, and she or he said argan oil. I used to be like, ‘Who’re you? I want to know all the things.’ We call her ‘Madame argan’ because I don’t have her name. And I don’t know where she is. For those who ever find her, please send her my way.”

“We’re so pleased to proceed our partnership with Josie Maran and introduce their recent line of sustainable body care to our clients, exclusively at Sephora,” Brooke Banwart, senior vp of skincare merchandising at Sephora, told WWD in an announcement. “Powered by their signature argan oil, Josie Maran offers effective skincare products which have a deep give attention to ethical formulation and responsible packaging, which we all know resonates with our community. We stay up for launching this exciting line as a part of our growing body care assortment.”