Naples Soap Company today announced the upcoming launch of Grow Beautii, a new line of skin care products formulated and designed specifically for users with sensitive skin. The Grow Beautii line is set to serve an unmet segment of the rapidly growing $41 billion global sensitive skin care products market.

Slated for launch in the fourth quarter of 2024, Grow Beautii will include mild cleaners and soothing moisturizers specially formulated for users of all ages with skin conditions. Product formulas will focus heavily on premium all natural ingredients proven to soothe the skin including goat’s milk, coconut oil, sea salt, witch hazel, and aloe vera.

Naples Soap Company’s wholesale business, which has historically served the boutique and hospitality market, is set for a major strategic shift to create and distribute new product lines into major national retail chains including specialty beauty stores, department stores, big box stores, and pharmacies. Grow Beautii is expected to anchor this wholesale growth initiative and will also be available at Naples Soap Company’s physical stores, at, and other direct to consumer digital marketing channels.

While there is a wide selection of products for sensitive skin in the over-the-counter pharmacy segment that are medicinally oriented and packaged, and there are numerous high-end skin care lines for sensitive skin, the Grow Beautii line will cater to the under-served and broadest segment of the consumer market that seeks high quality, affordable, gentle, appealing beauty and self-care products specifically for sensitive skin.

“Creating self care and beauty products for sensitive skin is in our DNA at Naples Soap Company. Having personally struggled with and suffered from eczema and psoriasis, I tried countless dermatological prescriptions and over-the-counter skin care products to relieve my symptoms. This personal journey is what inspired me to create and grow my own skin care line,” said Deanna Wallin, Founder & CEO of Naples Soap Company.

“We are very excited to launch Grow Beautii through our broadening wholesale distribution channels, and we believe this will have a significant impact on our Company’s national reach and growth momentum,” Wallin concluded.

Growth in the sensitive skin care market is driven by a sharp rise in people with skin sensitives combined with consumer awareness around the importance of using gentle hypoallergenic products. A recent study reported by Dermatology Times revealed that 71% of adults identify as having sensitive skin, marking a 55% increase over the past two decades. Participants in the study cited stress and product ingredients as the main causes of the majority of their skin reactions. According to the Cleveland Clinic, over 31 million Americans suffer from eczema, and the American Academy of Dermatology Association estimates 16 million Americans between the ages of 30 and 60 suffer from rosacea.

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