Sequential Brands' Gaiam launches personal care products

By

Gabriella Lacombe

Published
Jun 14, 2019

New York-based Sequential Brands Group (SBG) announced its yoga lifestyle brand Gaiam will launch a line of specialty bath and personal care products. The launch will mark the brand’s first foray into the natural personal care and wellness market.

The aromatherapy-driven line will consist of pure essential oils, the brand said in a press statement, with products named after words describing the desired mindsets channeled, such as 'energy', 'mindfulness' and 'unity'. 

“This market presents a huge opportunity for the Gaiam brand,” said Eddie Esses, president of Sequential’s active division. “It’s estimated that yogis spend over $16 billion annually on yoga and yoga products, yet there are only a limited number of items in the bath and body space that market to them. Gaiam’s established relationship with yogis, coupled with its reach, make this a very compelling market.”

The line is expected to launch next year and be available online and at retailers nationwide.

The announcement comes as parent company SBG continues to find its footing after the sale of its Martha Stewart and Emeril Lagasse brands to Marquee Brands. This past May, SBG announced a significant expansion in its first-quarter net loss as impairment charges related to the sale decimated declining revenues.