E’quipe launches new skin care and lifestyle brand, athletia

E’quipe launches new skin care and lifestyle brand, athletia

THE WHAT? Japan’s e’quipe has announced the launch of a new skin care and lifestyle brand, named athletia.

THE DETAILS The brand will roll out three product ranges: tune & charge, active & go and breathe & sleep. Products will range from skin care to sun care and room mists and are based around the brand’s signature ingredient, Bioenergetic Complex, which is designed to lay the foundation for health skin as well as support daily function.

The range claims to fit into both the clean beauty and eco-beauty camps with naturally-derived, traceable ingredients, grown in sustainable and recycling-orientated farms and products packaged in recycled glass bottles.

The brand will open a flagship store in Omotesando, Japan, in March, 2020 as well as stage a pop-up within the Hankyu Department Store from its launch in February through March. The plan is to grow the brand globally, expanding into international markets from 2021.

THE WHY? E’quipe will accelerate the expansion of its global business for both skin care and make up with the launch of this new brand, complementing RMK and Suqqu.

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