Nutrition Business Journal

Aura Cacia Revives Business By Refocusing on the Essentials

Aromatherapy and new line of essential oils puts Aura Cacia sales ahead of schedule.

We’ve had a very busy year,” said Mindy Seiffert, category manager for aromatherapy at Aura Cacia (Norway, Iowa). “One of the first things we did was focus on our core competency.” The company discontinued a line of haircare products and body bars, opting to focus on essential oils, massage, skincare and bath products plus aromatherapy accessories. “We needed to do it not only for Aura Cacia but Frontier overall, because we had lost some customers. It was really important for

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