Michelle Cosmetics, which formulates and manufactures a variety of prestige cosmetics including moisturizers and anti-aging skincare, has partnered with Axxess Unlimited to launch a new retail haircare and skincare brand “MCMichelle.” The brand’s Grapefruit-Orange Facial Cleanser is shown.

Axxess Unlimited’s specialty is leveraging technology to build brands. Michelle Cosmetics will utilize Axxess’ suite of digital marketing tools, including its patent-pending SEO technology, and vial social media campaigns.

“Building brands is what we do; we are very excited about our new strategy of taking a position in the success of our clients,” said Michael Roth, chairman / CEO of Axxess. He continued, “Michelle Cosmetics is a perfect partner, having the quality, manufacturing and fulfillment experience, and longevity in this growing market.”

Roth also noted that according to Euromonitor International, the U.S. skincare category is expected to swell by $264 million from 2009–2014, largely driven by nourishers and anti-agers – such as those that are offered by MCMichelle.