NERRĀ (which stands for New Responsible Era) has debuted with a four-step body care ritual ($175 bundle) inspired by by hammam traditions and Mediterranean bathing practices.
Led by Paris-based founder and formulator Teyma Touati, the brand's Body Cleansing Ritual comprises skin care actives and a microbiome-friendly certified exfoliation process.
"Our hammam-inspired experience is fundamentally about holistic wellness, combining deep cleansing, relaxation and rejuvenation," Touati tells Global Cosmetic Industry. "In adapting this for a contemporary body care ritual, we focus on maintaining the essence of this ancient practice while infusing it and improving it with modern skin care science. This involves rethinking traditional steps to suit today's lifestyle and skin health knowledge, ensuring that each element of the ritual not only honors its roots but also meets the needs of the modern consumer. The goal is to provide a comprehensive body care experience that nourishes the body, respects the skin's natural balance, and offers a moment of tranquility in our busy lives."
SKUs include a Pre-Exfoliating Foam ($26), which is inspired by an olive-oil-based green soap commonly found inside Mediterranean bathhouses, as well as a microbiome-friendly certified Exfoliating Body Glove ($28 set) for application.
"This unique [foam] formula not only prepares the skin for exfoliation but also nourishes it with rich oils in a practical format," says Touati."
"NERRĀ's exfoliating glove is the first of its kind to be certified as microbiome-friendly," the founder says. "This design respects the skin's pH balance, unlike chemical exfoliants which can over-strip the skin."
She adds, "The [glove's] certification process was comprehensive and detailed. It involved a series of tests to ensure that the glove's material and method of exfoliation were conducive to maintaining the skin's microbiome balance and pH level. This was crucial as it differentiates our product from chemical exfoliants, which can often over-strip the skin and disrupt its natural pH balance. Our glove gently removes dead skin without harming the delicate ecosystem of the skin."
She adds, "Achieving this certification was a complex process, but it was necessary to validate our commitment to merging ancient bathing rituals with modern skin care science. By maintaining the skin's pH and supporting its microbiome, our glove offers a more holistic and skin-friendly approach to exfoliation."
The brand's Body Wash ($36) features hyaluronic acid, vegan collagen and algae probiotics; it also detoxifies with pink clay to mimic a traditional clay body mask used in hammams.
"In our body wash, inspired by the traditional hammam's third step–the body clay mask–we've created a hydrating gel that moisturizes the skin post-exfoliation," says Touati. "It includes hydrating active ingredients like hyaluronic acid, while incorporating clay to maintain the traditional step's DNA, enhancing it to be both hydrating and purifying."
The Dry Body Oil ($85), meanwhile, pairs hydrating olive and argan oils with fast-absorbing and nourishing botanical oils.
All are designed to be used in a four-step bathing ritual.
Of the range, Touati says, "Our products, including gloves with varying textures and options for fragrance-free or scented products, cater to individual preferences and skin types, allowing customers to personalize their ritual to their specific needs."
She adds, "NERRĀ's products have been clinically proven to bring significant improvements in overall skin health. Beyond physical benefits, our ritual emphasizes relaxation and self-care, aligning with modern values of holistic well-being."
The products are all crafted in France and are COSMOS organic, vegan, cruelty-free and and feature FSC-certified packaging materials. The brand is also a signatory of 1% for the Planet.
Touati concludes, "At NERRĀ, we strive to be as respectful to the planet as possible. It’s about responsibility, not just sustainability. This responsibility is exemplified in our choice of easily recyclable aluminum packaging. In addition, we prioritize ethical sourcing, ensuring that every hand involved in our production process is respected and fairly compensated. Being COSMOS and Ecocert certified, one of the highest certifications in skin care formulation, demonstrates our commitment to using 'clean' ingredients. At NERRĀ, 'clean' means utilizing raw materials whose production has not contributed to polluting the planet. NERRĀ ... therefore endeavors to be responsible towards our rituals, our customers and our planet."
As for growing the brand's reach, Touati says, "My goals and ambitions for the brand are to successfully realize NERRĀ's vision of modernizing and reimagining ancestral rituals from around the globe for the modern consumer. We are launching exclusively direct to consumer for the first few months and are already in discussion to expand to other channels like wholesale, specialty retailers as well as SPAs and hotels."