As Earthly Body celebrates 30 years, the brand is bringing a new hero product to its pro haircare collection: MKS eco. MKS eco’s iconic fragrance is being given a new lease on life, now as a new, multitasking mist. For CEO Joe Wachs, this latest product isn’t about nostalgia, it’s about giving loyal customers a modern way to refresh and protect between salon visits.
Every brand has its signature scent, that unforgettable aroma that stays with clients long after they’ve left the salon chair. Within the MKS eco collection, that’s it’s original fragrance, an earthy, spicy-sensual smell that’s been a core part of the brand’s products for years.
As with the brand’s focus on sustainability and giving back, Joe knows how important that scent is to customers. Giving the people more of what they want, the brand has infused that familiar MKS fragrance into its latest product, a Hair and Body Perfume, designed to refresh both style and scent.
“The Hair and Body Perfume takes the original MKS eco fragrance people know and gives them a new way to enjoy it and refresh their hair. Because honestly, who wants smelly hair?”
It’s a simple idea, but an effective one. With just a quick mist, hair is left with a fresh, clean scent, and a long-lasting shine, which Joe said makes it perfect for the salon as well as for clients to take home.
“Stylists can use it as a finishing touch after a service, and clients can use it at home to refresh their style and scent between wash days.”
For Earthly Body’s in-house chemist, the trick was balancing that ease of use with professional moisture and heat protection, while working as an everyday scent and style refresh: “We wanted this to be more than something that simply adds fragrance. Having those benefits in one product makes it easier to use between wash days and more useful as part of an everyday routine.”
He continued: “We started with the original MKS eco fragrance because it already has a history and a loyal following. The goal was to keep the scent recognizable and appealing while offering it in a format that feels useful and relevant.”
“The goal was to keep the scent recognizable and appealing while offering it in a format that feels useful and relevant.”
Earthly Body CEO, Joe Wachs
It isn’t just the original MKS scent that the brand’s customers expect, though, but its eco-conscious approach. Earthly Body was founded on the belief consumers shouldn’t have to pick between exceptional quality and personal values. That’s the principle behind the brand’s products, which use only natural ingredients and cruelty-free practices.
Celebrating its 30th anniversary, Earthy Body has reaffirmed those original values, with the Hair and Body Perfume free from any unnecessary or harmful ingredients and focusing on ecological alternatives, like argan and hemp seed oil.
“We try to be intentional about every ingredient we use,” said Earthly Body’s chemist. “If it does not serve a purpose, it does not need to be there. That doesn’t mean giving up on performance. Keeping a formula simple does mean focusing on what the product needs to do and making sure it does those things well.”
