Former beauty executives Gregory Allen and Daniel Smith have launched Moods, a lifestyle brand that aims to bring aromatherapy into the modern world by combining scent and science for serious self-care. The brand’s first launch includes eight blends targeting different states of mind, such as confidence, stress, focus, creativity, joy, energy, grounding, and sensuality.
Moods commissioned Professor Mark Moss to conduct a clinical study on more than 400 participants, testing the effects of its blends on mood, performance, and emotional resilience. Results show that the blends can reduce social anxiety, lower blood pressure, enhance memory and clarity, improve concentration, and cognitive processing.
The brand’s products, including mists and rollers, are priced at 25 pounds and 45 pounds respectively. Moods operates on a direct-to-consumer model but plans to expand into wholesale and spas in London. Allen and Smith initially raised funds from personal and close investors to develop the brand’s concept and business plan before securing a larger investment.
In the first year, Moods is projecting “single-digit multimillions in revenue” and plans to expand into shower and bath essentials. Allen and Smith, who are partners in work and life, have extensive experience in the beauty industry. Their innovative approach to aromatherapy aims to provide natural and scientifically-backed therapeutic tools for customers seeking to improve their mental health and mindset.
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