Number 4 Lumiere d’Hiver Body Lotion.
At a time when the industry is buzzing over the skinification of hair, a salon hair-care brand is taking the opposite tack.
Number 4 is leveraging its heritage in premium hair care to build out its skin-care portfolio — most recently to include a body wash. Rolling out in October is the Number 4 Soothing Body Wash, following on the heels of a Number 4 Lumiere d’hiver Body Lotion that bowed earlier this year, joining the brand’s Fleurs de Temps and Hydrating lotions.
Founded in 2010, Number 4’s products are vegan, gluten-free, sulfate and sodium chloride free and paraben free hair and skin products. Every product also has color protecting and antiaging ingredients.
“We’ve been doing a lot of consumer outreach to meet their needs,” said industry veteran Toni Wells, the brand director for Number 4. “Many said they love our hair care and asked us to go into body-care products so they had something gluten- and paraben-free for the entire body.” Beyond the requests, Number 4 had a full load of hair-care choices, but the company saw opportunities in body. “We like to say we have one product that does 20 things, instead of 20 that do