Hourglass founder Carisa Janes relaunches Nature of Things with a collection of luxury body and hair care products rooted in clean beauty, entering a booming prestige market in 2025.
Carisa Janes, founder and chief creative officer of Hourglass Cosmetics, is relaunching the wellness-inspired personal care line Nature of Things with a sharper focus on clean beauty and prestige positioning.
Janes, who sold Hourglass to Unilever in 2017 for a reported $250 to $300 million, remains with that brand while building Nature of Things into what she describes as a return to the roots of entrepreneurship. “It’s so much fun [to start a new brand],” she said in a statement. “I’m very lucky, because now I have the best of both; I get to experience a big brand, and then at the same time, be back at the bottom with a very small team working on every little detail of the brand.”
Nature of Things first launched in 2019 by Jamie Leilani Pelayo and JP Collett, who developed products including CBD bath immersions and powders packaged in glass and wood. The brand name was inspired by the Roman poet Lucretius’ first-century BC text De Rerum Natura (The Nature of Things). Collett remains a minority shareholder and part of the core five-person team.
Since acquiring the brand in 2023, Janes has reimagined it with a curated collection of hair, body, and bath essentials. The relaunch features Awakening Santal Body Wash ($48), Restorative Floral Body Lotion ($68), Charcoal & Cardamom Seed Oil Purifying Body Bar ($28), Purifying Lavender Leaf Hand Wash ($48), and Sea Moss & Plum Oil Volumizing Shampoo ($72). Minimalist design and earth-toned packaging echo the brand’s original aesthetic but speak directly to a luxury consumer.
Speaking to Forbes, Janes explained the common thread between her two ventures. “Despite the differences in playbooks between Hourglass and Nature of Things, there is one common denominator: great products.”
A market ready fo clean luxury
The timing could prove prescient. According to data from Front Row Group, body care sales reached $280 million in May 2025, up 28 percent year-over-year, Forbes reports. Moisturizers led the category, while consumer search behavior reflected a shift away from body-part terms like “hands” (down ten percent year-over-year) toward benefits such as “brightening” (up 24 percent) and “tightening” (up 23 percent).
Prestige hair care is also experiencing a surge. Data from Circana shows sales grew six percent year-over-year between January and June 2025, generating approximately $2.3 billion.
The broader beauty landscape is also tilting toward rituals that extend beyond facial skincare. Hand and body products once considered secondary have become daily luxuries, and hair care is now marketed with the same sophistication once reserved for serums and creams. This climate creates a perfect opening for Nature of Things, which merges sensory indulgence with clean, plant-based formulations.
Nature of Things is entering a crowded yet thriving space where consumers increasingly expect body and hair products to deliver results on par with their skincare. What distinguishes the brand is its emphasis on sensorial formulations and clean, natural origin ingredients wrapped in an elevated design language. Each product reads like part of a fragrance wardrobe: santal, cardamom, lavender, plum oil. They promise more than cleansing or conditioning, transforming routine into ritual.
Clean beauty has often been critiqued for prioritizing minimal formulas over luxury, but Janes is aiming to prove that consumers do not need to choose. “Despite the differences in playbooks between Hourglass and Nature of Things, there is one common denominator: great products,” she told Forbes. That pursuit of quality, paired with her track record of building Hourglass into a global prestige brand, positions Nature of Things as one of the most compelling launches of 2025.
With its pricing aligned with the prestige segment, the line is set to appeal to consumers who want body wash and shampoo to feel as indulgent as a favorite fragrance or lipstick. For those seeking clean formulations without compromising elegance or performance, Nature of Things could define the next chapter of luxury body and hair care.
Shop the collection below.
Vetiver & Aloe Leaf Hydrating Shampoo
Vetiver & Aloe Leaf Hydrating Conditioner
Awakening Santal Body Wash
Restorative Floral Body Lotion
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