Melanie Petschke and Kelly Watson founded Crunchi in 2015 as an MLM company that caters to clean and green beauty consumers. According to the brand website, “Crunchi products are made with a combination of safe, certified-organic, and EcoCert ingredients….While the majority of the ingredients used in Crunchi products are natural, we have infused a handful of strategically selected synthetic ingredients with substantial safety data, in order to boost performance, efficacy and longevity.”

Now the company is broadening its business to include skin care. “Beautiful, healthy skin is critical for flawless makeup application,” ​assert Petschke and Watson in joint remarks to the press.

“We are thrilled to be able to offer skincare that not only meet our extremely high safety and efficacy standards but are perfectly compatible with our makeup line. Our Crunchi skincare product development list is extensive and we are just getting started,” ​they say.

Line extension

It’s not uncommon for skin care brands to move into the color cosmetics business or vice versa. In fact, the two categories are more closely linked than ever with multifunctional products, like tinted moisturizers and foundations with anti-aging benefits, bridging the gap between them.

And new market research data confirms that “in the US, skin care is not only selling well as a stand-alone category but is also a popular benefit of multifunctional makeup,” ​as Cosmetics Design reported​ just last week.

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