Why We Rebranded NIU BODY to Three Ships

Why We Rebranded NIU BODY to Three Ships - Three Ships

Hey friends!

Have you ever had to keep a secret, and could hardly contain your excitement to spread the word? That’s exactly how we felt for the past 10 months while working on the rebranding of NIU BODY. This journey has been a labour of love, and we are thrilled to share the news with our crew. 

Today we are announcing that NIU BODY will officially become Three Ships.

Why the rebrand + name change?

Although we think we built an amazing brand with NIU BODY, there are some important reasons that led to our decision to change the name. The key one is that we needed a brand name we can have full ownership over, both from a trademark and a consumer clarity perspective. Over time, we had heard that some consumers were confusing NIU BODY with brands spelled similarly, finding NIU BODY difficult to pronounce, or thinking NIU BODY was a body care company. That, together with not having legal access to the trademark for NIU BODY, led to this important decision. 

This change has also further fuelled our focus on transparency and direct messaging. When we started NIU BODY, we assumed our target audience would be young (like we were), particularly given the affordable price point. With that in mind, we developed a brand that was young and cheeky. What we have learned over the past 3 years, is that the majority of our customers are actually slightly older and prefer more direct and transparent messaging. As a result, we’re adjusting our brand messaging to emphasize transparency and ingredient education, and pairing it with more natural looking (yet still vibrant!) packaging design.

three ships beauty co-founders connie lo and laura burgetThe name Three Ships for us is significant. We stumbled upon the story of the Fountain of Youth, and immediately fell in love with its parallel to our brand ethos. For thousands of years, there have been tales of adventurers going to great lengths to find the mystical Fountain of Youth. Some legends even suggest that it was discovered by a very small fleet of three ships. While we know this to be a myth, great discoveries can still be made with limited resources.

We embrace this less is more mindset and use this philosophy to chart our course as a company. We believe you don’t need a long list of unnecessary ingredients in your skincare products, and you don’t need a 12 step skincare routine to achieve beautiful results.

What’s staying the same?

We are NOT CHANGING our affordable prices, our current product line up, or our formulations. Our brand promise remains constant - We will only make beauty products that are effective, natural and affordable. Our products will continue to have the same extremely high formulation standards - 100% natural, Leaping Bunny certified cruelty-free and vegan. And Three Ships products will still be made in Canada, with our sustainable 100% recyclable cylindrical product boxes and reusable glass bottles.

What’s changing?

We’re increasing our R&D efforts and product innovation on scientifically-backed formulations. And to kick this off, we are thrilled to announce the launch of the most highly requested product to date - our Radiance Grape Stem Cell + Squalene Day Cream. This daily-use cream is formulated with innovative grape stem cell to protect against UV damage, and hydrating squalene. Read more about its benefits in this informative blog post!

three ships radiance day creamOur newest product - the Radiance Grape Stem Cell + Squalene Day Cream

We are also turning up the dial even more on transparency. We know this is super important to our consumer (did you know that 2/3 of women worldwide want greater label transparency?). So, our updated website has a searchable ingredient glossary, to help you learn what each ingredient in any product does, and why we included it. We’ll even be sharing the scientific studies backing each component of our formulations. We’re proud of our ingredient list and proud to be an industry leader in this regard. Because, we know the more you know about what goes into our products, the more you’ll love using them on your skin.

Finally, and most importantly

We’d like to welcome aboard you, our #NIUcrew, to our rebranded #Crew3S. You are the reason we have been able to build this brand into what it is today and what it will become as we set sail with Three Ships. For that we thank you and invite you to continue to #lookcloser and #giveaship about what you’re putting on your skin. 

We’d love to hear your thoughts, either in the comments below or you can email us at hello@threeshipsbeauty.com.


Connie & Laura
Three Ships Co-Founders