Edna Swart has just signed a deal with Chemist Warehouse for her ed&i body products, making the brand available offline and online across Australia and New Zealand and giving them access to the retailer’s customer base.
Swart has been featured in several local television series like Celebrity Treasure Island, Boss Babes and The Great Kiwi Bake-off. She believes in crafting a brand story that resonates with consumers since people relate to people and not a brand.
ed&i saw a 245 percent increase in sales revenue last year, and due to its social enterprise model, the company returns over ten thousand dollars to charity each year, especially to the Stroke Foundation, for which Swart also provides educational video content.
Currently, the company has a vast customer base in the adult acne category and is looking to expand to anti-ageing as well. Along with topical skincare products, they have invested in R&D to expand to traditional Chinese nutraceuticals.
According to Swart, packaging sustainability is another brand focus, with their range being predominantly packaged in refillable and recyclable aluminium or glass bottles.
