• by Melynda Fuller , September 10, 2019

Skincare line True Botanicals is expanding on its reputation for delivering potent, pure products with its new content hub The Ritual.

The brand launched in 2014. Since then, it has caught the attention of supporters like Olivia Wilde, Laura Dern and Zazie Beetz and  has been sold in Barneys, Follain and Auberge Resorts before switching to a D2C model last year.

The Ritual serves as a brand extension, where readers can explore stories about beauty, body and mind, in addition to exclusive interviews.

“There are narrative threads that connect stories on The Ritual to certain brand pillars. Making sure our editorial platform is cohesive with our brand is essential; we want our customers and our audience to be able to go back and forth between content and commerce seamlessly,” Maura Lynch, True Botanicals' editorial director, told Publishers Daily.

“Editorial is simply an extension of the brand; a different channel and a new way to engage with us.”

For example, a story like “The Expert-Loved Exfoliating Acid for All Skin Types” educates readers about the skin benefits of lactic acid, with in-story links to products containing the ingredient. It also has connections to other Ritual stories that take readers deeper into the topic of exfoliation.

Lynch noted that wellness “is at the heart of the brand.” She added that when True Botanicals' founder was recovering from thyroid cancer, one of her tasks was to clean up her personal-care products, freeing herself of those that contained endocrine-disrupting chemicals.

“As nontoxic and clean beauty has moved into the mainstream, people are finally starting to see the connection between what we put on our bodies and our overall wellness,” Lynch said. “We also see people researching more on their own, looking for answers and truths in the beauty industry. We hope to connect these dots and make them even more clear.”

To start, the editorial team will focus on the content featured in The Ritual, as it markets it through newsletter and social-media platforms.

Lynch added the team hopes “to broaden the circle by continuing to optimize our content with SEO best practices and engaging with partners — like-minded brands and individuals — to help share our stories.”

Coming up, The Ritual will also introduce paid advertising to drive the outlet’s revenue, with more strategies to come.