Shayde Beauty expands into a lifestyle brand, launching its first $58 ritual candle.
The brand was founded in 2018 by Shay Paresh with a mission to create effective products for melanized skin.
“I’ve struggled with acne and acne scars my whole life and then the scars lead to hyperpigmentation and as a woman of color that’s really hard to deal with. Growing up, I used products that made my skin worse,” Paresh told WWD. “Many skin products are not tested on skin of the same colour, which is shocking when 40 percent are affected [the] The American population has colored skin. With these products, the proportion of active ingredients is often significantly higher, so that they end up damaging the skin more.”
The brand’s current offering includes Overnight Glow Up ($56), a night mask for dark spots and acne scars; Luxe Night Cream, $62, a brightening and firming moisturizer, and The Vitamin C Brightening Serum, $58, an evening treatment that’s Shayde Beauty’s best-selling.
While the company will continue to launch skin care products, Paresh has always aimed to position Shayde Beauty as a lifestyle brand.
“I’ve always thought about getting into the lifestyle space. I wanted to grow with our consumer and for us this seemed like the right time,” she said. “I’m a bit of a nomad, so I like to find ways to make myself feel at home. I make the space my own and I like to do that with my routine or my ritual,” hence the “ritual” candle.
Paresh recommends users to light the candle at night while doing their skincare routine. Hand-poured in the United States, Ritual incorporates notes of heliotrope, almond and saffron, creating a fragrance Paresh describes as “soothing, woody…sweet and nutty.”
With this new launch, Paresh prepares for brand expansion. According to the brand, Shayde Beauty will launch two new skincare products and several lifestyle products in 2024 and expects sales to quadruple over the next year, Paresh said.
https://wwd.com/beauty-industry-news/wellness/shayde-beauty-enters-lifestyle-1235786167/ Shayde Beauty enters lifestyle category with candle – WWD