The Makers of Vita Coco Coconut Water Are Getting in on the Beauty Business

The leader in coconut water, Vita Coco, is expanding beyond boxed waters and developing a line of coconut-based beauty and personal care products.

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Michael Kibrin, Vita Coco CEO, told Bloomberg.com that the move is based on, “Owning the coconut in different areas of the store.”

Plans include an expansion into the skin, hair and personal care arena with products that are rich in coconut oil. Already, the brand features the slogan, “Eat It, Wear It, Swear by It” on its coconut oil jars, so the move to beauty products is a natural one.