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Fragrance development company Tru Fragrance announced a new partnership with author, TV host, designer and eco-friendly lifestyle expert Danny Seo. The company will team up with Seo to develop and bring to market a line of beauty products that have a game-changing back story and boast a set of formulations that are unique and innovative to the industry. The line will include new concepts in fragrance and skin care, driven by partnerships with talented perfumers and Firmenich.
“I met with numerous companies about creating a new line of products, and what I loved about Tru Fragrance is their willingness to think outside the box and their commitment to producing high-quality products,” said Seo. “And they are so appropriately named to be my partner: I believe they really will remain ‘Tru’ to my desire to create extraordinary products for women all over the world.”
An environmental lifestyle authority with a roster of high-profile, A-list celebrity clients, Seo has authored nine bestselling books and pens a nationally syndicated column called Do Just One Thing. He has become a leading resource for Americans who aim to live a life that marries great style with sustainability. Seo’s existing collection of environmentally friendly home products continues to gain in popularity for retailers across the United States, Canada and Europe.
“At Tru Fragrance, we pride ourselves on providing industry innovation through new and unique products for our customers,” said Monte Henige, CEO of Tru Fragrance. “Danny’s background in the beauty space combined with his passion for the world around us made this partnership a perfect fit as we look to consistently deliver something new to consumers and meet the growing demand for unique and efficacious beauty products.”
The line of beauty products will range from unique fragrances to innovative skin care products and is expected to be on store shelves in fall 2013.