Internationally famous sandal maker Birkenstock is taking a new venture: skincare. They are launching a 28 pieces line of sustainably minded and natural cosmetics under the name Birkenstock Natural Care.
This may seem like a stretch for a brand that is widely known for comfortable (and fashion blogger worthy) footwear but apparently there is a connection.
“While we were doing our research regarding a healthy product concept in the skin care segment, we realised that scientists in the cosmetics industry had discovered the highly effective anti-aging effect of suberin, a remarkable substance which is contained in cork oak extract,” Birkenstock chief executive officer Oliver Reichert told platform WWD.
Birkenstock is famous for the comfy sole and that sole is made of cork oak.
“That’s how the whole project started. We then took our time in terms of developing the whole natural cosmetics range, with product quality coming first at all times with a team of experienced experts.”
The products are all made in Germany, and offer five different categories, including cleanse, anti-aging and men-specific.
According to WWD, the Natural Care products will retail for 16 to 60 euros ($17 to $74 at current exchange), positioned in the prestige segment. The line is expected to come to market this fall, with the sales focus on the USA and Asia. Distribution strategies are still being finalized, the company said; the products will also be sold at Birkenstock retail and online stores.
“We want to see our products in an environment where there is a high cosmetic competence expressed by a knowledgeable cosmetics sales staff in store,” said Reichert.
Birkenstock has not announced when the new line will be available in Australia.