First Natural Brands is truly well oiled. It now has four natural based brands where expertise in essential oils blending is the common benefit to customers and consumers, after acquiring Himalaya UK – which it adds to Tisserand, Barefoot SOS and Urban Spa.
Himalaya UK is the exclusive UK distributor of Maroma, the Auroville, India-based naturally fragranced products brand, Colibri, the natural wool deterrent against moths and insects, and Pacifica, a California-based natural perfume and beauty specialist.
The brands currently sell in John Lewis, Whole Food Markets, Planet Organic and independent health stores.
First Natural’s chairman Robin Russell says the acquisition “complements our existing brands – Tisserand and Barefoot Botanicals – perfectly. “It gives us a place now in complementary medicine, natural beauty, and home and lifestyle. Collectively, that starts adding up to a really strong proposition.”
“It gives us a place now in complementary medicine, natural beauty, and home and lifestyle. Collectively, that starts adding up to a really strong proposition.”
Maroma is a fair trade initiative based in Auroville, India, which donates 40% of its profits to local community projects. Starting out in the late 1970s with a single line of incense products, it now produces a comprehensive range of home fragrance products including candles, bath and relaxation products and gift lines. Pacifica, founded by surfer and activist Brook Harvey-Taylor, produces a stylishly packed range of naturally fragranced perfumes – in solid, spray and roll-on options – body care and home products.
Robin Russell, who has just returned from India and California, adds: “Maroma is a really terrific company and its products – very much within the Indian aromatherapy tradition – sit very well with the Tisserand brand, which is rooted in the western European Tradition. Pacifica meanwhile is a ‘beach and surf’ brand with a sense of fun and a strong appeal to younger consumers.”
Russell says First Natural will be able to offer an effective brand manager role. “We’ll be working with Maroma and Pacifica on areas such as the formation of brand strategy, particularly internationally – where we have a lot of experience. And we’ll be looking to take both brands into mainland Europe.
First Natural says it will continue to work with current distributors and says that Himalaya’s founders and owners, Candida Raeburn and Roseanna Murphy will stay on for the rest of the year. “They have a nice reputation in the industry and we think this will be a good arrangement.”
Pictures: Top right: Natural perfume range from Pacifica. Lower: Luxury incense line from Maroma
• The Maroma and Pacifica ranges can be seen on the Himalaya UK stands (3017 and 3077) at Natural & Organic Products Europe – 1-2 April, Olympia, London.
