Present Life, a new global beauty and wellness company founded by former Coty CEO Camillo Pane, has revealed its first three brands -- Healist Advanced Naturals, Loum Beauty of Calm, and One Ocean Beauty.

The company has also announced a $20M investment from The Craftory, making the firm the company’s controlling shareholder. Present Life intends to use the funds to invest in product development, customer acquisition, and portfolio development.

The Craftory is a global cause-driven investment firm that focuses on supporting and scaling the world's best CPG challenger brands. "We have a common goal of developing products that people believe in and that make them feel good, and together are excited for the chance to make a positive impact in people's lives," says Pane.

Elio Leoni Sceti, co-founder, The Craftory, adds, "As a unique 'startup-corporation hybrid', Present Life has the optimum mix between the brand building capabilities and discipline of a consumer good company and the agility of a start-up; this is the exact disruptor mindset that will allow Present Life to quickly make a positive impact on the wellness and beauty industries, as well as on the planet."

Creating Natural Products That Work

Present Life says its mission is to create no-compromise, natural self-care products that work. "All existing and forthcoming brands in our portfolio will be plant-based, planet-friendly and with proven efficacy," the company states.

Pane, Present Life's executive chairman, says, "When you're building brands in the wellbeing and beauty space, they have to be effective and must deliver on their promises. Natural brands often come with a tradeoff on performance, whilst the most efficacious products aren't always the kindest. This is a compromise that consumers no longer need to accept."

He continues, "We use cutting-edge science to unlock the true power of natural ingredients, including rapidly emerging actives like CBD. Our consumer testing is extremely rigorous and we design and formulate to match the highest accreditations from the world's most well-respected industry bodies."

Pane is recruiting a diverse team of corporate and start-up executives. "There is a proliferation of start-up brands that, while disruptive in product and business model, often struggle to scale effectively," he says. "The hybrid skills of our team sets us apart from large corporates and smaller start-ups, allowing us to first create with agility and speed -- and then scale rapidly and profitably."

Healist Advanced Naturals

Present Life's first brand, Healist Advanced Naturals, debuted in April in the U.S. and will soon launch in Europe. The wellness brand's benefit-driven formulations are designed to restore the body's innate capacity to heal.

The line focuses on stress reduction, good sleep, and reducing muscle aches. The formulations blend efficacious natural ingredients with organic, broad-spectrum hemp extract. All Healist products are triple lab-tested and contain 0.00% THC. All are packaged with sustainable materials including ocean waste plastic.

Available online now, the brand anticipates expanding into major brick-and-mortar stores in the coming months. "The results from our ongoing quantitative consumer testing has been fantastic and it's rewarding to be able to create products that deliver tangible results that consumers love," says Pane.

Loum Beauty of Calm 

This summer, Present Life will launch its second brand, Loum Beauty of Calm. The new clean, vegan, cruelty-free beauty brand aims to "undo what stress does to skin." 

Television personality Daphne Oz joined the brand as a co-owner. The products were developed with a panel of experts, including a psycho-dermatologist, to better understand the effects of stress on the skin. 

One Ocean Beauty

Present Life is adding Once Ocean Beauty to its portfolio this month. Founded by Marcella Cacci, the brand uses select marine ingredients that are clinically proven, along with high-performance peptides. The potent formulas contain active ingredients at clinical percentages for maximum potency. The brand's sustainable packaging includes fully recyclable bottles, jars, and caps.  

Pane says, "One Ocean Beauty is a perfect fit for Present Life and reflects our values and ambition, I'm looking forward to supporting Marcella and her team through their next phase of expansion." 

More Details

Pane has been passionate about making a difference in the lives of consumers since he started his career over 27 years ago. He joined Coty in 2015, was appointed CEO in 2016, and resigned in 2018. Prior, he was global category officer, consumer health, at Reckitt Benckiser, where he spent almost 20 years.

Present Life is headquartered in London, where Pane is based, and has offices in New York.