The husband-and-wife co-founder duo Craig and Julia Noik revealed their new brand Osmé, which is soft-launching on its DTC site with subscribers to their skincare label African Botanics.
It will be launched into Credo Beauty as its first retail partner within the next few months. Influenced by stones and elements, the brand taps into the trend of mood with energy-related scents being embraced by perfumers and brands like Vyrao.
At USD 185 for 30 mL, the line’s name means ‘scent’ in Greek and nods to the metal osmium, each product is also named after a natural stone.
Rather than pre-access for African Botanics customers, the brand is marketing through gifting to the skincare label’s influencer as well as celebrity network. Famous fans of the brand include Kate Hudson and Naomi Watts.
The plan of the country to eventually expand the brand via more retailers as well as product categories. African Botanics is currently sold at Credo Beauty, as well as Revolve, Fwrd and Dermstore.
Executive Statement
According to Julia Noik the co‑founders of African Botanics, they have got a lot of crystals at home, and they thought, how would they translate elements into fragrance? Because certain elements have energies and moods, the same way fragrance can affect them. The brand debuts with three initial fragrances: Obsidian, with woody notes and amber, Piryte, with ylang ylang, and Turmali, a “love-inspired” scent with rose.
According to Craig Noik the co‑founders of African Botanics, moving into fragrance “broadens the horizon and lifts the limitation where skincare was able to go.