Vie’s management told XBIZ that the company’s in-house chemistry and development team created products for mainstream skincare giant Neutrogena, stylish cosmetic company LORAC, and broke into the mainstream market with Method brand products, sold in Target.
“The V brand is the Prada of lifestyle intimate care products,” said Vie’s management. “We picked a stagnant area of the industry — the intimate care side — and created V.”
The V collection is comprised of lubricants, massage oils, bath oils, shaving creams, and a variety of other personal care products that will roll out throughout the year. The company’s expertise with cosmetic chemistry and design is the basis for the foundation of the V brand.
“The products do not contain unnecessary ingredients frequently found in other personal care products,” a company release stated. “All V products are hypoallergenic, natural, paraben-free and are packaged to be aesthetically pleasing to the modern consumer.”
All of the lubricant and lotion varieties V offers contain premium ingredients, which have resulted in gentle, natural, longer-lasting products.
“We are very excited to work with an exceptionally seasoned management team that has demonstrated innovation and unmatched quality in its new product offerings,” New Beginnings Vice President Lee Negri said.
“We are looking forward to working with one of the industry’s largest and most experienced distributors to grow our brand in a highly competitive marketplace,” a Vie representative said.
