Exclusive: Inside The Organic Pharmacy's big rebrand

By Amanda Pauley | Published: 15-Apr-2024

The British beauty company is refreshing its branding, streamlining its portfolio and undergoing a price reset to reclaim its position in the organic market

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The Organic Pharmacy is revamping its global image in a bid to modernise its brand identity and re-cement its position in the natural and organic market. 

The 22-year-old natural beauty brand is not only refreshing its logo and product packaging, but cutting its skus by around 20% to 25% and adjusting its pricing. 

Skin and sun care will also be a priority as the brand will be investing heavily in R&D, Cosmetics Business has learned. 

An interactive pop-up, created in partnership with experiential agency Backlash, will be held in London, UK, this month to unveil the rebrand, backed by guerilla marketing tactics to help spread the word. 

The brand seemed to have lost a bit of relevance and a little bit of oomph in a world so Instagrammable

Claire Bories-Azeau, MD of The Organic Pharmacy, explained the move is part of a wider strategy to ensure the British company’s voice is “strong and clear enough to be heard” in the extremely competitive beauty market.  

Especially as the organic beauty market is thriving in the UK, with the sector now valued at £136m, according to British charity The Soil Association.

The overall global natural and organic cosmetics market size, meanwhile, was worth around US$21.48bn in 2023, found market analyst Industry Research Biz, and is predicted to grow at a CAGR rate of 7.19% to $37.44bn by 2032.

Plus, 32% of consumers in the US are now interested in purchasing organic facial skin care, discovered analyst Statista.  

“When the brand was co-founded in 2002 by pharmacist Margo Marrone, it was spearheading an organic and natural beauty movement, so it had a very innovative approach – the perfect blend of pharmacy and plant knowledge,” Bories-Azeau told Cosmetics Business

“And then everyone for the past 20 years has come across as natural or effective, so how do you stand out? 

“I can see the success and the trust of pharmacy brands in France and I would love to create that with the British pioneer of ‘clean’ and green beauty that is The Organic Pharmacy. 

“I believe we can reclaim that position back and be the equivalent to those amazing pharmacy brands which offer a problem-solution approach to customers that is very easy to understand.” 

Inside The Organic Pharmacy's big rebrand

Inside The Organic Pharmacy's big rebrand

Reclaiming the ‘wow’ factor

The Organic Pharmacy's rebrand is aiming to reaffirm its founding values – organic and natural, pharmacist formulated, dermatologist-tested, used everyday by beauty therapists and clinically-proven – and make these more impactful in its messaging. 

“Everyone – our customers, distributors and international retail partners – were speaking so highly about the undisputed quality of our products, but the brand identity and the USP was a bit hard for them to describe,” explained Bories-Azeau. 

“The brand seemed to have lost a bit of relevance and a little bit of

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