By Rosie Jane’s Reimagined Every Day Collection Does Status Body Care Without Status Prices

With a reimagined collection, By Rosie Jane is giving high-end body care without high-end prices.

Named Every Day, the essential oils-driven masstige collection features the clean fragrance brand’s body care products—Body Wash, Body Milk, Full Body Deodorant and Body + Bath Oil—all at prices under $25 and housed in amber PCR (post-consumer recycled) plastic packaging, a change from previous glass bottles. The prices for By Rosie Jane’s body care have been as much as $42.

For shoppers intrigued by Aesop or Diptyque’s body care—the former’s body oil is $47 and the latter’s body lotion is $75—but queasy about shelling out for it, By Rosie Jane’s Every Day products offer a comparatively affordable alternative. And they offer a cheaper route than eau de parfums to experience fragrance on a regular basis.

“What we’re trying to do is hit a prestige value shopper,” says By Rosie Jane founder and former celebrity makeup artist Rosie Jane Johnston. “They know beautiful products, they know beautiful ingredients, they love beautiful packaging, but they’re also conscious of cost—and that’s me. I’m a prestige value shopper. It’s why I shop on The RealReal. I want a beautiful handbag, but I’ll buy it secondhand.”

Elaborating on the sub-$25 pricing, she says previously customers told her, “I love your product so much, but I only use it once a week because I’m savoring it. My response to that was, oh my God, this is literally called Every Day body wash, and we have our customers who could only use it one day a week. It pushed me to look at this category and at this collection much harder.”

Every Day’s body care comes in three mood-boosting scents: energizing Wake with eucalyptus, grapefruit and lemon; soothing Calm with lavender, chamomile and neroli; and grounding Chill with mandarin, peppermint and cypress. By Rosie Jane has added vitamin C-loaded Kakadu plum oil as an ingredient to enhance the body care’s skincare properties. It uses natural fragrance ingredients for its scents.

By Rosie Jane manufactures products in-house in Los Angeles. With the lower prices for body care, Johnston admits the brand’s margins are being squeezed a bit. “I understand supply chain well. I understand ingredients, and I was like, we can do this,” she says. “We can pass forward any margins to our consumer in a wonderful way—and that’s what we did.”

“What we’re trying to do is hit a prestige value shopper.”

Bootstrapped By Rosie Jane expects to generate 20% of its sales from body care, a category it initially entered in 2021. Overall, it projects its sales could reach $15 million in 2025.

Sephora is the brand’s biggest retail partner, and it’s in 300 of the retailer’s stores in the United States, the United Kingdom, Australia and New Zealand. By Rosie Jane is focused on fragrance at Sephora, and its bestselling fragrances include $80 Dulce Eau de Parfum, $80 Rosie Eau de Parfum and $80 Leila Lou Perfume.

Outside of Sephora, the brand is stocked by Nordstrom, Anthropologie, Revolve, Amazon and 300 boutiques. Its Every Day body care collection will land soon at Erewhon and Nordstrom is a possibility for future expansion. By Rosie Jane’s website is a powerful sales engine for the brand, too, and it’s undergone an overhaul that elevates the placement of body care on its site in a distinct category on the main page.

Johnston admits By Rosie Jane has been on a bumpy road figuring out the body care business. Last year, it launched body care online at Target. Today, the products are no longer sold on the mass-market retailer’s site. By Rosie Jane continues to offer $25 Body Wash, $28 Body Milk and $42 Body Oil in the fragrances Rosie, Missy and Dulce in glass bottles as part of its fine fragrance collection.

“I don’t think what’s happened with fragrance is a trend.”

“It took three years to find the voice, look and feel of body to help our customers understand that we’re still the same brand—same pillars, same DNA, same meaning—but for different aspects of your life,” says Johnston. “I’m sure all brands when they’re trying to branch into a new category find this. If you’re known for one thing, it takes a minute.”

With Every Day, By Rosie Jane is doubling down on its core millennial and gen X consumers. In fragrance, the brand has greater exposure to gen Z consumers, the cohort that’s catapulted fragrance growth, and it’s drawn younger shoppers via TikTok. In a TikTok video posted on March 7 that’s surpassed 658,000 views, Bethenny Frankel of “The Real Housewives” fame gushed about its perfume Leila Lou.

Johnston says, “One of our biggest goals this year is to wholeheartedly wrap our arms around this customer and be like, we know who we are, and this is what we are going for, and this is what we want to support.”

Playing in both fragrance and body care, By Rosie Jane is in hot beauty industry categories. Body care sales growth outpaced skincare sales last year, which were up a modest 2% in dollars, according to Circana. The market research firm’s data shows that fragrance was the fastest-growing prestige beauty category last year, up 12% on a dollar basis.

By Rosie Jane has two fragrance launches slated for later this year. Talking fragrance trends, Johnston sees gourmand starting to slow down and bergamot, citrus and tobacco notes gaining traction. Although there are some signs the fragrance category that’s been on fire is cooling a tad, Johnston believes it’s more entrenched than ever in consumer behavior.

“I don’t think what’s happened with fragrance is a trend. It was a discovery moment. People have now worked fragrance into their beauty routines in a way that I don’t think they’re going to move away from all of a sudden,” she says. “Where the trends and the peaks and valleys come from is the scent profiles.”