New Zealand made body care brand Only Good relaunches with a new look and feel
The natural hand and body care brand was founded by API Consumer Brands in 2016, enjoying strong and steady market growth. In 2021, following a strategic review, the ASX-listed company revealed it would be exiting New Zealand to focus on pharmacy and retail in Australia.
The launch of Only Good broke ground in the highly competitive grocery environment, becoming the fastest growing personal hygiene brand, ranking third behind Palmolive and Health Basics.
Only Good was one of the original players in the natural personal care category, defining a new category with high-quality, clean formulas at an affordable price.
“Greenwashing is now rife in the personal care industry. Our goal was to create a truly transparent ‘Only Good’ and honest brand, without comprising on luxury, efficacy or design,” says Tatum Dunster, sales and marketing manager at Apex Brands.
While fans of Only Good will be pleased to hear of the brand’s return, the 11 SKU range won’t look familiar on shelf, thanks to a refreshed look and feel. A stark contrast to the original packaging, Only Good has ditched its pastel labels and signature gold logo, in favour of more minimalist, vanity-worthy aesthetic. The fully recyclable matte black and white bottles are made from sustainable sugarcane, an eco-friendly alternative to virgin plastic.
“We kept our ‘good inside and out’ ethos top of mind throughout the NPD process, ensuring that every element of the new Only Good was clean, safe, effective and sustainable,” says Cara Lennan, new product development manager at Apex Brands. “Supporting local business was also hugely important. Our manufacturing through to our packaging, screen printing and even our cartons, is made right here in New Zealand.”
Free from palm oil, parabens, and petrochemicals, the range includes hand and body washes, as well as refills, in a variety of luxurious scents.
Only Good will be available nationwide at New World, Pak n Save, Chemist Warehouse and supie.co.nz from September 2023.