She did not disclose financial terms of the deal, but said she saw “the opportunity to take the brand on, and then implement a few key strategic decisions to allow it to really soar and take it to the next level.”
Chief among the brand’s priorities was rebranding with aluminum packaging to enable it to enter new geographies. Purohit Patel reasoned that pivoting to purely recyclable products would also boost adoption rates. Purohit Patel also tweaked the distribution model. The brand had exited from Sephora at the end of L’Oréal’s tenure, and Purohit Patel refocused the business to health food stores, such as Sprouts, and digital retailers like Grove Collaborative and Thrive Market.
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