By Rosie Jane Puts Luxury Packaging At Forefront Of Body Care Rebrand

Forbes

15-05-2025

By Rosie Jane Every Day Collection
By Rosie Jane is giving its community more for less. That's just one component of its body care rebrand, known as the By Rosie Jane Every Day line. Representing a refreshed, mood-boosting body care experience, the collection, composed of three signature aromatherapy-driven blends, puts an emphasis on accessibility and everyday luxury. Neutral, 100% PCR plastic packaging—which isn't subject to sun exposure damage—is a key focus of each item in the newly kakadu plum-driven lineup (Body Wash, Body Milk, Bath + Body Oil, Deodorant), which launched on May 15. Offering consumers up to 5 oz. greater product than before, no purchase exceeds $25.
While leaning into body care isn't a first for the brand—best known at Sephora for its clean, fine floral and fruity perfumes—the pivot will set this element apart from earlier launches. Among these launches include smaller-sized products in glass bottles, based on the brand's signature scents (Rosie, Dulce, Missy). In addition to size, the aforementioned are sold a slightly higher price point in less family-friendly packaging.
Johnston believes a consumer should be able to check all the boxes when it comes to what they incorporate into their daily body care routine. After all, if Martha Stewart stands by one-size-fits-all luxury, why can't Johnston?
'I watched her documentary, and she was talking about when she launched her line into Kmart, which was so long ago,' Johnston said, when asked what prompted the By Rosie Jane Every Day rebrand. 'And everyone was like, what are you doing? You're insane. What are you doing in this market? And she was like, everybody loves beautiful things, right? Everyone can have great taste. And that always resonated with me. And I knew about it before the documentary. And then when I watched it again, I was like, that's right. I love beautiful things, but I'm also what I would call like a prestige value shopper.'
While glass packaging can be considered prestige, Johnston didn't feel like it aligned with everyday consumer. But she didn't want it her By Rosie Jane Every Day line to be any less appealing in a shower or on a beauty counter.
'These aren't cheap, you know what I mean?' She explained about the upgraded amber packaging for her Wake, Calm and Chill products. 'These are gonna be a little more bang for my buck, but it's not like these are, you know, low-level dollar store. It's not something that you're hiding away or that you're putting into a refill bottle to look like a brand that you might already have.'
By Rosie Jane Every Day body care in Wake Body Wash
The entrepreneur firmly stands by the gap she's filling in the market—with just packaging alone.
'As soon as things become remotely affordable, why do they start looking like products for children that are color coordinated?' she said. 'It's like, ooh, if it's under $45 a bottle, it better be pink if it's strawberry and purple if it's lavender, you know? I'm like, why does it always have to be so dumbed down?'
On the flip side, however, 'You would always see the same kind of brand representing itself in these traditionally elevated spaces,' she went on to say. 'I was always like, look, I love it, of course, but it's really expensive. Why is there nothing in a more affordable, approachable space that looks and feels beautiful? That was always my thing.'
Woman in shower with bubbly suds from By Rosie Jane Every Day body wash
If there's a moment to make serious moves with body care, now's it, according to a recent Nielsen report, which notes a 6.7% year-over-year growth rate, with the category growing especially with Gen-Z and boomers.
For By Rosie Jane's part, the brand—which saw 8% body care sales in 2024, from its $10 million revenue—expects to see at least 20% from this stream in 2025. According to internal data provided for this story, the brand anticipates $12 - $15 million revenue this year.
Another profitable avenue on the horizon for the By Rosie Jane Every Day line? Erewhon, which the brand will enter in June, alongside pre-existing Salt & Stone, Facile, Rahua, Vacation, Weleda and Nimbi, among others.
'The Erewhon partnership has been in the works for some time,' Johnston says. 'Their premium, multi-category shopping experience is the perfect fit for our body care expansion because it's important to meet our customers where we know they're shopping for everyday products. Erewhon also aligns with so much of what matters to us and our community: quality, sustainability and clean ingredients.'