Dermacia kicked off in the practitioner channel before launching into informercials; now it’s eyeing natural retail stores.
Beauty may be more than skin deep, but for Dermacia providing breathable- based skincare products, once reserved for Hollywood makeup artists, to the general public has proven to be a very attractive proposition. “Our revenues last year were approximately $35 million. Our business is growing and growing,” said Barry Knapp, president and cosmeceutical designer for Dermacia Inc. (Newport Beach, Calif.).
Since introducing products to an elite celebrity clientele and selling initially through plastic surgeons, the company has grown dramatically through a multi-channel approach that now includes TV infomercials, the Internet and extensive mainstream retail distribution. Next up, Knapp disclosed to NBJ, Dermacia products will likely be turning up on shelves in natural product stores.
Knapp learned makeup artistry at an early age. “My Mom used to have a makeup store in Los Angeles and she sold to makeup artists doing sets,” recalled Knapp, who became a...
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