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Crunchi Joins Forces with Society Brands: A New Era in Clean Beauty
Society Brands, an innovative e-commerce brand holding company focusing on health and personal care, has recently acquired Crunchi, a brand celebrated for its clean makeup and skincare products. This acquisition aligns perfectly with Society Brands’ commitment to catering to the growing demographic of consumers who prioritize what they put in and on their bodies. With this move, Society Brands now boasts a portfolio of 13 distinct brands, which heavily contributes to its impressive annual sales of over $160 million.
The Vision Behind Crunchi's Success
Founded in 2016 by Kelly Kreusler and Melanie Petschke, Crunchi epitomizes the values of health, sustainability, and performance. The brand's dynamic micro-influencer network has played a pivotal role in creating a robust community of advocates who are passionate about promoting Crunchi's message. “We’ve spent years carefully crafting a brand that reflects our personal values,” Petschke shared, emphasizing the significance of their brand’s ethos, “Partnering with Society Brands allows us to scale that vision without compromising on what matters most to us and our customers.”
The Clean Beauty Trend: Addressing Consumer Concerns
In recent years, the clean beauty movement has gained momentum. However, it has also faced criticism for potentially misleading messaging regarding product ingredients. Despite this, Crunchi has maintained its dedication to “uncompromised clean beauty” by utilizing safe, organic, and EcoCert certified ingredients. Their commitment to transparency is reflected in their various certifications including EWG Verified and Leaping Bunny Certified cruelty-free.
A Sound Business Strategy in a Changing Market
Society Brands has strategically shifted its focus from the broader Amazon aggregator scene to specializing in health and personal care. This pivot has allowed the company to experience significant growth; currently, 70% of its sales come from direct-to-consumer channels, a testament to the company's agility in market adaptation. Society Brands now looks to acquire additional brands within the $10 million to $40 million sales range, indicating they are ready to further expand their influence in the health and personal care sector.
Engaging Consumers and Building Community
The success of brands like Crunchi highlights a broader consumer trend: the desire for authenticity and connection within communities. Crunchi's approach involves rewarding micro-influencers through their sales platform, offering rewards like CrunchiCash that incentivize showing off and selling their products at events. This community-building tactic not only fosters loyalty but also creates grassroots marketing efforts that resonate well with modern consumers.
The Future of Society Brands and Crunchi
Looking forward, Society Brands plans to continue acquiring new brands at a steady pace, approximately one per quarter, focusing on growth that is not only rapid but sustainable. As consumer interests fluctuate and the market landscape evolves, it will be fascinating to watch how Society Brands and Crunchi navigate these changes while remaining true to their core values. The potential for an IPO could further amplify their visibility and commitment to growth in the years to come.
As health-conscious consumers continue to demand more transparency and sustainability from beauty brands, the partnership between Society Brands and Crunchi stands as a promising development in the beauty industry's ongoing evolution. By embracing community engagement and product integrity, these brands are not only addressing consumer concerns but also leading the charge toward a healthier mindset in personal care.
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