Inspired to create a bath and body range that appealed to both men and women, Urban Rituelle has launched mandarin, basil and lime scented Equilibrium.
The collection also seeks to be uplifting and harmonious. It includes soap, diffuser, candle, hand cream, hand and body lotion, and hand and body wash.
“Our female customers were increasingly seeking products that would not ‘alienate’ their male partners,” says Leanne Haining, director Urban Rituelle. “Being gender neutral means being able to share the entire Equilibrium experience with others. It’s about bringing unity to the home and offering the very simplest of pleasures to the whole household.
“Men are increasingly involved in purchasing and using home fragrance and body products, and it’s a market that we wanted to provide for. Equilibrium is designed to be accessible and appealing to a wider market and offers simplicity for our customers.”
Equilibrium products contain argan, macadamia and avocado oils, cucumber and chamomile extracts and pure essential oils. There are no parabens, sulphates, colours or artificial fragrances and the collection is vegan friendly and cruelty-free.
“Creating thoughtful packaging that complements the product is also paramount,” adds Haining. “Equilibrium features a serene mountain scene to reflect the natural ingredients and crisp fragrance blend. The bottles and jars are amber in colour which actually protects the formulations from sunlight, but were also chosen for their unisex, natural apothecary feel. The highlight of copper foil adds a slightly industrial look which is on-trend in home design.”
The addition of Equilibrium to the Urban Rituelle product portfolio means the wholesaler now covers all areas of the market.
“We wanted Equilibrium to be an exceptional wellness experience, with sophisticated, spa-style products that will appeal to a more discerning buyer seeking natural products. By positioning this range differently to our other lines, we’re satisfying the market gap and our ever evolving customer needs.”
Urban Rituelle is also celebrating a business milestone reaching 15 years in business. Being stocked in US store Anthropologie and winning this year’s Gift and Life Instyle Award for the body, bath and fragrance category have been named among company highlights.
“The fact that we are 100 per cent Australian-made and are full cycle providers is also something I’m very proud of,” adds Haining. “We are manufacturers, wholesalers, exporters and now online retailers all rolled into a small but great, tight-knit team.
“Above everything else, the biggest highlight of them all is that as a husband and wife team we have managed to stick together through the tough times, and that I am a positive role model for my daughters. I took a risk and pushed the boundaries, even though I knew it would be hard – and it has paid off, allowing us to celebrate 15 fabulous years.”