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ApotheCARE Essentials: Unilever’s ‘Private Label’ Brand

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By: Jamie Matusow

Editor-in-Chief

After snapping up a bunch of prestige brands over the past couple of years, Unilever has taken a startup think tank approach to boosting its portfolio. ApotheCARE Essentials, designed and developed by Unilever, unites nature and science in a hair and body botanicals-infused cleansing line with moderate pricing. It debuted last month in CVS, with added, selective distribution at local drugstores, Amazon and Birchbox starting January 1.

The collection, housed in appealing apothecary-like packaging, features 17 premium hair cleansing, styling and body care products that retail from $10.99-$12.99. The line is rooted in a fundamental belief in the purity of nature, progressed by science, for optimized beauty results, and specially formulated for specific hair and skin needs. Products are free of silicones, parabens and dyes.

More info: www.apothecareessentials.com

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