MyChelle has redesigned its packaging, to mark its 20th anniversary. The brand has also launched a CBD-based skincare line. 

MyChelle is known for its eco-friendly dermaceuticals that are science-driven. Now, having worked for over a year with loyal fans and retailers, the company will renew the brand with a “Power from Within” theme, designed to create a deeper emotional resonance with consumers.

Catie Wiggy, vice president of Marketing and Product Innovation, MyChelle, says, “Skincare is never one-size-fits-all…everyone’s skin is unique and beautiful and we embrace and celebrate those differences by offering a diverse line of powerful mix-and-match formulas to meet the needs of all skin types.”

The market research with fans showed consumers prefer to shop by product benefits, so the brand prioritized and organized its product offerings into benefit categories for enhanced consumer shop-ability.

The Design

Bottles, tubes, cartons, labels, and jars are adorned with a new graphic pattern, in pink, green, yellow and blue, near the top. 

“My” is highlighted in the brand’s logo. Product benefits are called out in product and brand names — including Renew, Hydrate, Protect, Enhance, and Ageless. The names are “underlined” on the packaging, with a thick stripe that looks as if it were made with a highlighter pen.  

A New CBD Skincare Line

With the launch of the new branding, MyChelle is also expanding into the CBD category.

MyChelle’s new Enhance collection features products with hemp-derived CBD, exotic botanical oils, and potent antioxidants. The line includes Enhancing CBD Seum and Enhancing CBD Lip Balm. 

Continuing Its Clean & Transparent Mission

MyChelle is a founding member of the Environmental Working Group’s “Verified for Your Health” program. The brand is also listed as one of PETA’s certified cruelty-free companies and certified by Leaping Bunny.

MyChelle has also been making reef-safe sun care for over a decade and is a proud supporter of the Coral Restoration Foundation.

“We remain committed to full transparency and formulating with clean ingredients. We promise powerful, effective products that make you look good, created by a mission-driven company that you can feel good about supporting,” said Wiggy.