Anthropologie Launches Private Brand Skincare

Earlier this month boho chic retailer Anthropologie launched its own private brand skincare line in collaboration with Susie Wang, founder of 100% Pure. The new brand is called Puristry — a portmanteau of purity and chemistry. The line proudly proclaims its organic commitment by placing the USDA Organic seal prominently on the front of the packaging.



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.