US fragrance brand Fusion Brands America has announced that it has changed its name to Clean Beauty Collective, as part of a major marketing and branding refocus to mark its 15th anniversary.
Under its new name, which the brand says will better leverage its 15 years of expertise in the clean beauty movement, it plans to expand into new beauty categories including home, bath, body, hair and skin care.
A new home line, Clean Home, will launch in 2019, while Clean Hair, Bath & Body will follow in Spring 2020, according to the brand.
"The response has been fantastic," said Greg Black, CEO of Clean Beauty Collective.
"Now that we have a laser focused company mission, vision and core values of Simple, Trusted, Conscious, it’s easier to communicate and for customers to know what our brand is about."
Its existing Clean and Clean Reserve fragrance collections will also continue with the business focused entirely on manufacturing products that are ‘simple, trusted and conscious for consumers who want worry-free beauty products without compromising on quality’.
In addition to changing its name, the brand has introduced a new look and feel, and recently moved its New York headquarters to a more eco-conscious working environment.
All furniture in the new space is said to have been sourced locally and sustainably, while plastic water bottles have been eliminated, replaced instead with a filtered water system.
The brand has also expanded its recycling programme, according to Black
It is also looking to partner with more companies that use green manufacturing practices, supply eco-conscious packaging, and use responsibly sourced ingredients that give back to local farmers around the world, as well as looking for new speciality retailers in the US and distributors for new markets around the world.
"While it's really too soon to say if the corporate repositioning has had an immediate impact, we definitely are seeing stronger interest and our discussions are moving along nicely and at a more urgent pace."