In late July, the Port St. Lucie, FL-based beauty company announced that it will launch a line of Clarisonic-compatible replacement brushes.
According to Lewis Hendler, Michael Todd’s chair, “millions of Clarisonic users in the marketplace deserve great facial cleansing at a fair price. Our Clarisonic compatibles will do just that. By launching Clarisonic compatibles, Michael Todd will fulfill its role as steward of the category, strategically ensuring the needs of Clarisonic users are met despite the withdrawal of Clarisonic from the market.”
Michael Todd Beauty says the patent-pending Clarisonic compatibles will feature polished bristle tips for gentle, non-irritating cleansing and the company’s signature antimicrobial protection—the same features found on its own Soniclear brand brushes, noted Michael Friend, president. The replacement brushes will initially be offered in two skin types—regular and sensitive.
While the Clarisonic news took many by surprise, Michael Todd executives said they were not shocked after seeing a proposed class action lawsuit that was filed in early June. According to a report from Classaction.org, the lawsuit claims Clarisonic face brushes have a defect that can cause the product to fail when used in the shower, bath or sink although the Clarisonic brushes are reported to be waterproof. According to the lawsuit, consumers have reportedly experienced battery failure and the inability to recharge or turn on their devices.
According to Friend, Michael Todd Beauty’s Soniclear has been growing in the category year-on-year, and what’s more, since COVID-19, the company overall has experienced growth of 240%, the majority of which was in the cleansing category.
The firm has made the decision to shift its business model to focus solely on hardware.
“Michael Todd Beauty’s future concentration lies with the beauty device category and the firm hopes to address all beauty/skin care needs of the world. Since we are concentrating in this area we have begun to phase out of the skin care/liquids category,” said Friend.