Rechtman Relaunches Inika At Myer Capital City Stores

Total Beauty Network CEO, Tony Rechtman
Total Beauty Network CEO, Tony Rechtman

Australian all-natural cosmetic brand, Inika, continues to expand its retail presence, re-launching at all Myer capital city stores. The entire range will be available on counter and the brand will offer added services including makeover days and training.

“Inika is a growing brand that is dedicated to supporting salons with a national salon sales and training team,” said Total Beauty Network CEO, Tony Rechtman.

“The addition of a limited number of Myer stores will further add to the credibility of the Inika brand in the eyes of the Inika consumer and will no doubt result in increased sales at salons where they can be professional colour matched and serviced by trained beauty therapists.”

First established in 2006, Inika has gone on to achieve global reach in markets as far away as UK and USA. The brand was acquired by specialist beauty and cosmetic distributor, Total Beauty Network in 2013.

“Having sourced and secured several innovative beauty brands over the past decade, Inika represented an exciting opportunity for us, not only given its uncompromising all-natural philosophy, but owing to its outstanding formulations,” emphasised Rechtman.

The brand has gradually built a loyal customer base over recent years, including several top tier professional makeup artists. Their expanded presence in Myer stores nationally will be a welcome development for existing customers, as well as new ones who will be better able to discover Inika’s unique point of difference.

“Most all-natural brands have, to a large degree, forgone truly quality formulations and performance as well as fashion forward colour palettes for the sake of their natural credentials, but Inika are up there with the best premium brands on all counts, and is why we are seeing such steady growth year on year”, added Rechtman.

“We are especially proud of the fact that over half of our product range is certified organic and the balance is made up of natural mineral bases.”

Inika holds numerous accreditations for its product formulations and manufacturing processes, including Choose Cruelty Free (CCF); an independent, non-profit Australian organisation which actively seeks to end animal testing in cosmetics.

Since its inception, the brand has been certified CCF and continues to maintain its unwavering stance against animal cruelty and testing in its cosmetics.


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