Using the best of what nature has to offer and selling it at an affordable price point, Éclair Naturals, Chatsworth, CA, is the latest brand to enter the beauty and personal care space. The extensive range of personal care products has rolled into Rite Aid stores nationwide, looking to fill a gap in the personal care category, according to the company founder.
 
“The main void we wanted to fill was a natural body care line that was both luxurious and efficacious. We want to appeal to traditional consumers and show them that if you use the best natural ingredients, a natural body care product can be great. It's just like a great meal—it must start with great ingredients,” said John Matise, co-founder and CEO of this rising brand.
 
The company sports a “Never Any” seal on its products and vows that its offerings are made in the US, non-GMO, certified cruelty-free by Leaping Bunny and follow in lockstep with major “free-from” claims. But, knowing consumers are much more critical of such statements these days, Matise knew the brand had to provide proof.
 
“Unfortunately, consumers are rightfully a bit skeptical of companies that are claiming they are natural. As a result, we focus on third party verifications and certifications to show our commitment. For example, our products are tested by independent labs to verify they are GMO free and gluten free.” 
 
Éclair publishes those results on its website.
 
Matise says Éclair’s formulation team has avoided ingredients like sulfates, phthalates or phenoxyethanol as well as gluten.
 
According to Matise, while current culture can sometimes portray adopting a gluten-free diet as a trend, for some, the need to stay gluten-free is much more serious. The autoimmune condition can lead to a plethora of illnesses from ingesting or even coming in contact with gluten.
 
Éclair, which touts many products certified gluten-free by the Celiac Support Association, is working with actress Jennifer Esposito, who suffers from severe celiac disease and is a strong advocate for education about the condition.
 
A mutual friend introduced Matise to Esposito.
 
“When we met it was an absolutely perfect fit,” Matise told Happi. “What we were doing in body care she was doing with food at her bakery in New York. I started talking and she was literally finishing my sentences. She is incredibly knowledgeable about natural products and the challenges with making gluten free products.” 
 
“I am truly thrilled to be a brand advocate for Éclair Naturals, a 100% gluten-free body care line,” Esposito said in a press statement. “As someone who suffers from celiac disease and cannot tolerate gluten, I have made it my personal mission to promote celiac awareness, share my story and educate on eliminating gluten and other harmful ingredients from your diet and skin care regimen. It’s not just what goes in your body, but what goes on your body, that counts. Éclair Naturals is a natural fit from their ingredients to their ethos.”
 
Éclair Naturals covers 14 categories encompassing bath, body and select hair care. SKUs include handcrafted bar soaps, all over lotions, bath salts, body butters, shampoos, conditioners, shower gels and deodorants, to name just a few of the 55 products that are currently available. Almost all of the products in the Éclair Naturals line are priced under $10. They can be found at 4,000 Rite Aid stores nationwide.
 
Matise says Éclair’s fizzy bath cupcake “embodies the brand and captures our belief in using food grade ingredients for luxurious body care products…These are great products that will relieve muscle tension and leave your skin feeling soft and smooth.”