Online Exclusives

Foot Fete

By Christine Esposito, Associate Editor | July 29, 2010

German foot care specialist Gehwol is expanding in the U.S. by focusing on indy pharmacies, spas and podiatrists.

The feet have unique needs, and German firm Gehwol has been addressing them for more than 140 years. For the past five of them, Benestar Corp., its exclusive U.S. distributor, has been working to bring the benefits of Gehwol’s products to the aching, cracked and callused feet of U.S. consumers.

Benestar, headed by president Johnny Jarufe, has been taking calculated steps to expand distribution in the U.S. Today, Gehwol can be found in approximately 400 doors, including independent pharmacies in New York City, San Francisco and Washington D.C, as well as at swank spas in Nordstrom’s and Trump SoHo. According to Jarufe, Benestar has added three new Gehwol distributors this year, bringing the total to 13.That may seem like a small number, but he’s pleased with the progress.

“Our goals aren’t in place by numbers, it’s by marketing,” Jarufe told Happi in a phone interview from his New York office. Gehwol’s range is quite extensive, offering products and treatments for many foot-specific issues from cracked and callused heels to fungal infections. For example, there’s Fusskraft Leg Vitality, a daily balm for legs and feet that includes avocado oil, algae extracts, vitamin E, bisabolene and hamamelis (an extract from the Virginian witch hazel bush said to soothe irritation and prevent wrinkles), and FootDeo, which contains natural medicinal plant oils like rosemary and lavender, herbal extracts like chamomile and peppermint and panthenol to stimulate circulation and provide long-lasting protection against foot odor. Gehwol’s lineup also includes foot baths and salts as well as hand cream and nail care.

Gehwol med Callus Cream rolled out in Europe earlier this year and just recently hit U.S. shelves.

One of its newest SKUs is Gehwol med Callus Cream, which rolled out in Europe earlier this year and just recently hit U.S. shelves. When used twice daily, the cream can reduce excess callus by an average of 70% within 15 days and by almost 100% in the complete 28-day cycle. Studies by the proDERM Institute for Applied Dermatological Research show that due to the use of urea and silk extracts, calluses are immediately softened and reduced within five days, according to the company.

While Gehwol may be focused on the finest points of formulation science, it also pays close attention to the packaging. For example FootDeo comes in an environmentally friendly pump spray that can be used upside down while Gehwol med Protective Nail and Skin Oil relies on a dropper to dispense the oil, which contains wheat germ oil, panthenol, bisabolene and clotrimazole.

Many of the company’s formulations—such as top-selling Gehwol med Salve for cracked skin—are suited for diabetics, a select, but sizeable niche of consumers with very tender issues. To that end, Benestar is also targeting podiatrists, who can suggest Gehwol to their patients as well as others with troublesome issues such as nail fungus or Athlete’s Foot.

Gehwol’s price points fall between that of prescription products and mass market foot care brands such as Desenex and Dr. Scholl’s, according to Jarufe.

Pricing aside, the key to Gehwol’s success lies in its formulations. “Not only do they use top quality ingredients,” said Jarufe, “they know what to put together and use a percentage of each of those ingredients to bring results.”

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • It’s All About Teamwork

    It’s All About Teamwork

    Melissa Meisel , Associate Editor||January 4, 2016
    Collaboration was the theme of the Consumer Specialty Products Association 2015 annual meeting.

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • Testing for Sustainable Preservatives

    Adam P. Byrne, William Michael Hart-Cooper, Kaj Johnson, Larry H. Stanker, Dominic W. S. Wong, William J. Orts||January 4, 2016
    A rapid, inexpensive and qualitative protocol for determining microbial growth inhibition.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015
    800Razors.com signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A Foothold in Foot Care

    A Foothold in Foot Care

    Christine Esposito, Associate Editor||September 22, 2015
    Treating feet right is the heart and soul of one Brooklyn-based company.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • SK-II to the Rescue

    SK-II to the Rescue

    September 8, 2015
    A new formula targets microRNA, which a P&G researcher insists plays a key role in skin aging.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Game Face

    Game Face

    Christine Esposito, Associate Editor||August 3, 2015
    Meet the team behind Sweat Cosmetics, a new line of makeup built for more than a walk in the park.