Nécessaire makes beauty products for the neck down

US – The new brand has launched three beauty products to challenge the notion that personal bodycare is an afterthought.

Nécessaire is the creation of Nick Axelrod, an editorial veteran with a background at Into the Gloss, and Randi Christiansen, a former strategy executive at Estée Lauder. The brand aims to cut through the confusion of the beauty industry by providing just three products: Body Wash, Body Lotion and Sex Gel. The products are pH-balanced and have been formulated without sulphates, parabens and synthetic fragrances to ensure the body is treated with the same amount of care as the face.

As sexual wellness products move from top drawers in bedrooms to full display in the bathroom, the brand is championing its personal lubricant as a bodycare item. ‘It’s a redefinition of what belongs in the body category – Nick and I thought that we would combine all these things that humans use on their bodies. Sex is just another thing we do with our bodies,’ explains Christiansen.

We explored this more body-centric approach to skincare last year, in our microtrend Rethinking Bodycare.