S.W. Basics Expands Lineup, Gains Whole Foods

Flower water hydrosols are gaining traction in the natural skin-care market. But, according to Adina Grigore, founder of S.W. Basics, most of the products being marketed as hydrosols are waters that are merely scented with additives. A core principle of S.W. Basics, which Grigore launched in 2011, is to make products with five ingredients or less. To that end, she revealed her first hydrosol last year, a Rosewater spray with real rose petals. “It immediately became our bestseller,” she said. Now she’s expanding the collection with three more choices — Lavender, Peppermint and Orange Blossom. The wider array affords shoppers the chance to select the core ingredient that works with their skin or is a personal preference. The introduction of her hydrosols opened up an opportunity Grigore to achieve a goal she set when she started her business in her Brooklyn, N.Y., kitchen — shelf space at Whole Foods. The four items are rolling out to all Whole Foods doors and will be sold in the essential oil and aromatherapy department — an interesting twist for the food retailer that often only puts brands in a smattering of stores at first. “Whole Foods has always been my dream since Day One. I think

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