For Alexander Werz, recent brand AWvi is all about beauty from the within out.

The skincare meets wellness line, which launches in retail on Nov. 29 and direct-to-consumer in mid-January, includes 4 stock keeping units: the Skin Biotic, $72, an ingestible probiotic; the Gentle Cleanser, $54, a hydrating wash; the Power Serum, $164, a smoothing and plumping treatment, and the Energetic Cream, $144, a wealthy but not greasy moisturizer.

Werz, public relations firm Karla Otto’s chief executive officer and partner, said he’s been inspired by a slew of brands during his 30-plus-year profession, but one thing remained consistent: an lively lifestyle. Wellness routines, including skincare and supplementation, became much more vital for Werz during and after the COVID-19 pandemic. Nevertheless, after experiencing the brands available, he recognized a spot available in the market.

“I purchase supplements on one side and the skincare on one other side, but I don’t really feel the excellence to mix that to actually have an inside-out effect,” Werz told WWD.

From there, Werz began brainstorming what his own brand might seem like. Three years later, it’s coming to market. Behind the scenes, Werz brought on former LVMH Moët Hennessy Louis Vuitton executive Jean-Michel Vigneau as CEO, and formulator Giacomo Santus because the science and innovation lead.

“I put the six elements together and said, ‘I would really like to do something around that with a view to create a brand, with a view to create products around it which go together,’” Werz said.

Those six elements are sleep, nutrition, movement, nature, passion and relationships. With this, the brand is geared toward those that reside an lively lifestyle and are all in favour of wellness, in response to Werz.

As with several brands today, Werz isn’t taking an antiaging approach, but somewhat a pro-aging one.

“Aging is definitely an awesome thing because aging is something where experience becomes more of your mindset,” he said. “You understand exactly what you desire to do and the way you desire to do it.”

This pro-aging ethos can be at the middle of the brand’s name, because it is supposed to reflect each consumer. “AW” represents Werz’s initials, while “vi” means you or yourself in Italian. For the brand, each user is one in all the important thing ingredients.

With this ethos in mind, Werz is desirous to expand the road into other categories, specifically hair care and body care, with the identical inside-out approach.

“Wellness is an lively behavior and it’s not only what you set in your skin,” he said.

The brand might be available at The Webster, Apropos and on the Area of interest Beauty website. Industry sources estimate it can reach $3 million in retail sales its first 12 months.