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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.
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