H2O+ Beauty gives its business model a makeover

SAN FRANCISCO -- Skin care brand H2O+ Beauty has launched a reimagining of the brand that focuses on social media, a more user-friendly website and new products and packaging.

The brand's move may signal a shift from more traditional retail channels to direct selling on a new and improved, customer-focused e-commerce site.

"H2O+ was founded more than two decades ago as a groundbreaking concept to deliver innovative, modern and effective skin care options in an environment that encouraged women to make their own choices. That courageous spirit and customers-first approach has always been a core tenet of the brand," said Joy Chen, CEO of H2O+ Beauty. "Now we want to amplify that spirit with a reimagined H2O+ Beauty, one that even better serves our customers by being more innovative, creative and results-focused. We can't wait for the public to see what's in store."

As part of the reimagining of the brand, H2O+ Beauty says it is launching a fresh line of products with modern, technically advanced ingredients that effectively target skin needs. These new collections are inspired by the brand's innovative beginnings and combine pure water with the latest advances in skin technology, resulting in performance-based formulas made without parabens, mineral oils, or phthalates.

H2O+ Beauty packaging has also been revamped, reflecting a more modern look and feel that hearkens to the brand's water-based heritage. 

Though H2O+ Beauty will continue to offer its products through retailers such as Ulta and others, its new website will serve as both the brand's flagship store and a key tool for communicating with customers. Better website functionality and relaunched social media channels now allow for more user interaction, with H2O+ Beauty staff on hand to connect with customers and answer their beauty questions in real time.

"H2O+ Beauty believes that all women should feel courageous and confident in their own skin, our brand's core mission that extends beyond our product lines and into the community," added Chen. "This initiative will enable our company and our customers to come together in support of girls and women who deserve more opportunities to lead successful lives."