The woman who inspired H20 Plus sea-derived skincare is Cindy Melk, founder and visionary of H20 Plus. Sensing an opportunity in the beauty marketplace and frustrated with the experience of skincare shopping at department stores, Ms. Melk created the first beauty company in the world to specialize in water-based, oil-free products that hydrate naturally without oil that can clog the pores. This global beauty brand embraces the sea’s bounty of powerful vitamins, minerals, antioxidants, and marine algae in formulations that hydrate, protect and rejuvenate the skin without oil that can clog the pores. These marine nutrients are combined with state-of-the-art delivery systems to create a skincare collection that is natural and high performance.
The company’s exclusive Sea Mineral Complex™ works as a unique moisture transportation system to deliver key ingredients to the skin. Her entrepreneurial vision was applied to every phase of product development: the emphasis on water vs. oil for moisturization, the selection of sea-derived ingredients, the creation of gel-based technologies, the straightforward product names, the minimalistic packaging, and the store design philosophy.
"We strive to continually evolve and innovate," explained Ms. Melk. "Our goal is to always remain at the forefront of new ingredients and technology while remaining true to our concept. As a vertically integrated company, we are able to respond rapidly to changes in the marketplace. The creative possibilities for the H20 Plus brand are limitless.”
To further captivate the modern customer, Ms. Melk spearheaded a new level of innovation in product development creating H20 Plus products that are feasts for the senses with unique, sensuous textures, vibrant colors and original fragrances. "Each formulation is designed not only to produce results but to maximize the skincare experience on every sensory level,” said Ms. Melk.
The H20 Plus skincare brand spans an array of categories including: Oasis™ Collection Oil Free Hydration System, Sea Results Age Management System, Aquafirm Skin-Firming System, Waterwhite Skin Brightening System, and Aqualibrium Skin Balancing System; facial skincare (cleansers, moisturizers, cleansers, serums, anti-aging treatments, eye creams) and spa body care (body washes, hydrating balms, hand care, foot care, skin smoothers). Other H20 Plus branded body lines include Bath Aquatics and Exotics, Bath Luxury, Bath Nourishments, men’s grooming, fragrance, and a comprehensive Spa collection. The company introduces new formulations and technological advances with approximately 30 new products annually.
A serene oasis from the chaos of the outside world, the H20 Plus retail store environment is a transforming and experimental atmosphere that educates consumers about the benefits harvested from aquatic plants. Moreover, H20 Plus was the first company in the United States to take the beauty category into the specialty retail venue when it opened the first H20 Plus store in 1989 in Chicago where the company is headquartered. During early 2007, H20 Plus revamped this flagship store 600 N. Michigan Avenue debuting a modern new prototype design in crisp hues of white and blue that reinforce the brand’s sea-derived philosophy and celebrate the treasures of earth’s water. This design prototype is also reflected in its New York City and San Francisco stores.
Ms. Melk founded H20 Plus in 1989, and has served as the Company’s Creative Director spearheading new product development as well as developing and managing the Company’s global image via marketing, creative, public relations, and advertising. In 2005, Ms. Melk hired Bob Seidl as President and CEO to lead the organization toward continued global growth with responsibilities for steering retail, specialty, web, and international, reporting directly to Cindy Melk. Ms. Melk received a B.S. in Design from the University of Illinois and has earned additional degrees in Advertising Art, Photography, and Package Design from the American Academy of Art in Chicago. She believes it is important to balance a healthy personal life with professional life and is the proud mother of two children, ages 8 years and 11 months.