.SofiaVergara's skin care, makeup and supplement line, Toty, debuts this week online with inner and outer sun care protection products.
The brand was developed with Cantabria Labs, whom Vergara sought out as the company produced her favorite sunscreen, Heliocare, in Europe. The result is 360-degree sun care, ranging from internal supplements with antioxidants to sunscreen and makeup meant to be reapplied throughout the day.
“The mission of Toty is to expand the definition of sun care beyond just SPF,” Pontes, who had previously served as the CEO of Florence by Mills after a 10-year stint at the Estée Lauder Cos. “We have some news coming in the fall, which if you think about sun care and photo aging, will correct as well as protect. That’s how we think about the brand in terms of categories.”The strategy was to hold off on wholesale partnerships because “I’m a consumer feedback nerd,” she said.
From a demographic point of view, Pontes expects it to resonate broadly. ”Sofia mentions how she loves the product in her 50s, her niece in her 30s loves the product, and her mom who is in her 70s loves the product,” she said. “They talk to consumers across age groups.”
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