Arbonne Focuses On Products After Bankruptcy

Orange County Business Journal:

Arbonne International LLC is getting a makeover.

The Irvine-based direct seller of upscale makeup and other items is revamping products and working on new ones after emerging from bankruptcy reorganization earlier this year.

The company’s formerly private equity-backed parent, Natural Products Inc. of Florida, went into bankruptcy in January amid heavy debt and a sales slowdown.

Now cosmetics veteran Peter Matravers is revamping Arbonne products and working on new ones. Chief Marketing Officer Adriana Lynch is freshening up packaging and logos.

The moves come under Chief Executive Kay Napier, who’s tasked with turning around Arbonne and growing its network of nearly 700,000 independent sellers. Most are women, including stay-at-home moms and refugees from Corporate America who turn their personal networks into customers.

Napier, a newcomer to direct marketing who joined about a year ago, sounds like a natural.

“I’d put Arbonne up there with anything else I’ve ever worked on,” she said. “It’s an amazing brand. It’s safe, pure and beneficial.”

Logo from Arbonne