FOC U S O N: A R T N AT U R A L S
Naturally Affordable Art Naturals makes organic products accessible, appealing By Seth Mendelson
O
fficials at Art Naturals are always quite eager to talk about the upscale nature of their product lines. They proudly gush over just about everything from their fancy product packaging and their elite customer service to quality natural and organic ingredients as key points that make the Gardena, Calif.-based company unique from its many competitors in the marketplace. Yet one thing that is decidedly not upscale about these natural and organic beauty products — and the ultimate difference between Art Naturals and its competition — is its affordable pricing structure, a difference that makes the items simply more accessible to a greater number of consumers, they said.
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February 2019 DRUGSTORENEWS.COM
“When we started this company in July 2015, I saw a great opportunity to fill a niche in the skin care category,” said company founder and CEO Joseph Nourollah. “Just from my time I started to pay attention to this marketplace, I quickly came to understand what the consumer was looking for from this category, and that was great top-quality products, with excellent packaging, at good price points that they could afford.” Nourollah’s story truly is a rags-to-riches tale. He dropped out of high school with just $400 to his name. Sensing an opportunity, and after learning about the different areas of skin care, he focused on the organic segment, seeing an excellent chance to develop a company there. First came the Internet strategy, and then the implementation