Online Exclusives

What's Ahead for Hugo?

By Christine Esposito, Associate Editor | August 26, 2011

Started in 2006 with just four workers, it has grown to more than 80 employees today and has posted growth of approximately 50% each year.

Happi: So, what's new at Hugo Naturals these days?
Saavedra: Everything! We just launched the new baby line – it’s been restaged and it’s gorgeous. We just launched it 10 days ago and it’s already flying off the shelves! Internationally, we’re also doing incredible business. We’re currently Korea’s number one line; we’ve been named the cleanest line and have been on the front page of every newspaper and magazine in that country. We also have something very unique coming out in the next 120 days… Stay tuned!


Happi: As a long-time naturals marketer, how are you reducing your environmental footprint?
Saavedra: We’re doing something unique with Whole Foods right now. We’re sending them glass containers and bulk product; the customer gets the container at Whole Foods and buys shampoo, shower gel and our other products by the gallon, then they can continue refilling the container. We’re currently testing this concept in the Boulder, CO store, but if it works like we think it will, we’re going to bring this new concept into every store in the country. In the next six months, we plan to make many more changes to benefit the environment.

 
Happi:We know that in some cases, naturals and green products took a hit during the recession as some of the more casual "green" users went back to other brands. How did your company fare during the recession? Are you seeing any positive changes that suggest more mainstream consumers are coming back to the naturals space?
Saavedra: We are not feeling the effects of the recession. Consumers are seeing how incredible the product is and are continuing to buy it, so even in the recession, we have a recession-proof product. With the recession, consumers don’t pamper themselves by going to the spa, they do home treatments instead. We find that they’re using our products for these at-home treatments because they’re so luxurious; we’ve actually seen a gain in business because of that. The consumer is not going for a $150 spa treatment, they’re using our scrub or taking a beautiful bath with our bath bombs.
 

Happi: What is your most popular product this year—and why does it resonate so well with your customers?
Saavedra: I believe that the scrubs and the bath bombs are popular, and everything that we sell in bulk is resonating tremendously well with the customer, as they can buy smaller or larger pieces of our bulk products based on their budget.
 

Happi: Personally, what is the product that you are most proud of—and why? I know this is like picking a favorite child, but we all have favorites!
Saavedra: I am fanatical about everything that we do! I am very proud of our hair gels and scrubs and lotions, but I’ve also gotten a great response from our customers using the Brown Sugar Polish, as a lot of people tell me it helps with eczema. The emails I get are overwhelming; people tell me how it changed their life, so I have a special fondness for that product.

 
 
Happi: What are the "musts" that you have when picking or working with suppliers of ingredients and packaging?
Saavedra: Understanding that we are on a mission to create an incredible company is a must, and they have to align with our standards. For me, relationships are everything. We are very picky about who we do business with. The first priority is integrity – we go to special lengths to ensure that there is no animal testing or use of animal by-products, and that there are no harmful ingredients. How the product is produced is very important to us.
 


 

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Voyage to Better Skin

    Voyage to Better Skin

    June 13, 2016
    Skin Inc. rolls out new light-based device to US market.

  • Patent Update

    Patent Update

    June 9, 2016
    Avon’s use of melicope extract, skin care with SPF and chicory root, microdermabrasion cream and more in recent patents.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.