Cosmetics entrepreneur re-introduces beauty line under the name Nature Of Things, previously established by the founder of Hourglass Cosmetics.
In a move that signals her continued commitment to the beauty industry, Carisa Janes, the founder and chief creative officer of Hourglass Cosmetics, is set to relaunch the personal care brand Nature of Things. Janes acquired the brand in 2023.
Nature of Things was initially founded in 2019 by Jamie Leilani Pelayo and JP Collett. The brand offers high-quality, plant-based products of natural origin, catering to the growing demand for sustainable personal care and beauty products.
Janes discovered Nature of Things through a family friend, JP Collett, who, along with Pelayo, had previously founded the companies Oway and Trashless. Collett remains a minority shareholder and is part of a team of five for Nature of Things.
The relaunch of Nature of Things includes a diverse range of products for hair, body, and bath. It's a reflection of Janes' personal interest in these products, which she has nurtured outside of her work with Hourglass Cosmetics.
The strategy for Nature of Things is unique. It aims to create a "if-you-know-you-know" type of word-of-mouth discovery, similar to boutique fitness studios like Barry's and SoulCycle. This strategy is designed to foster a sense of exclusivity and encourage organic growth through customer recommendations.
To further this goal, Nature of Things is planning partnerships with local New York businesses for product placement. This strategy has proven successful for other brands, as it allows for increased visibility and a more authentic connection with the community.
The relaunch of Nature of Things is accompanied by several exciting events. A debut party is scheduled for September 16, followed by a New York City pop-up from October 2 to 5. A permanent store for the brand will open in March.
The beauty industry is seeing a surge in growth, with sales revenue for the prestige hair care category growing by 6% year-over-year between January and June. This trend continues in the body care sector, with sales reaching $280 million in May 2025, representing a 28% year-over-year increase.
Janes' investment in Nature of Things is not her first foray into the sustainable beauty market. She has previously invested in brands like Salt & Stone and Youth To The People. With the relaunch of Nature of Things, she is directly attaching her name to the brand for the first time outside of Hourglass Cosmetics.
Katie Millington is the senior director of influencer, social, and consumer engagement at Nature of Things. Her role will be crucial in implementing the brand's unique strategy and growing its presence in the competitive beauty market.
Carisa Janes will remain with Hourglass Cosmetics in her current capacity, demonstrating her continued dedication to the brand she founded. With the relaunch of Nature of Things, she is expanding her horizons in the beauty industry, further cementing her position as a key player in the sustainable beauty movement.
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