But for the past few years, Birkenstock has been secretly working on the skincare line you didn’t know you needed. Today, the 245-year-old German company launches a completely new category of products called Birkenstock Natural Care. It will consist of a type of skincare products ranging from anti-aging creams to revitalizing shampoo, formulated with cork oak bark, which Birkenstock believes can soothe redness and increase collagen production in skin. 100. Today Starting, the products will be sold at Birkenstock’s Venice store in Los Angeles, October, and in, it shall become on the Birkenstock website and at Birkenstock Soho stores. Starting next year, they’ll be sold at third-party retailers as well, including Nordstrom.
It’s a big moment for Birkenstock, which for two centuries has built its whole brand on a single, instantly-recognizable product: Footwear with a cork footbed. But David Kahan, CEO of Birkenstock Americas, says that is part of a broader strategy of changing Birkenstock from a footwear brand into a wellbeing brand.
“We have a brand name that is consistent with health, wellbeing, and everything that are natural,” he says. After much strategizing, Birkenstock has driven that the natural next thing is becoming a complete fledged wellness platform. In 2017, the brand launched Birkenstock Rest Systems, an accumulation of beds that can conform to the natural contours of the body. And now, using its skincare collection, the Birkenstock appears to be making the situation that it’s not available of a particular product at all, but a purveyor of most things related to health and fitness rather.
- Wash hair prior to going to bed to remove hair product that triggers acne
- Explains methods to prevent injury
- Does the individual speak and breathe freely
- 2 5.5 x 8.5″ linens of Parchment Paper
- 6 years back from Livingston, LA
- The widest area of face is on the cheek
- 3 Sitting Pretty
It’s an objective that is along the same lines as Goop, whose creator, Gwyneth Paltrow, happens to be a big fan of Birkenstock flip flops. A natural move could have been for Birkenstock to changeover into being truly a fashion label, creating clothes and accessories that match the brand’s visual normcore.
But Kahan says that wouldn’t have been true to what Birkenstock stands for. In my earlier reporting about Birkenstock, I’ve outlined the way the brand will not adjust to each new fashion craze but stays constant in its aesthetic and orthopedic focus rather. “It’s a lot of responsibility to be always a steward of the brand that has such an extended history,” Kahan says.
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