For 37 years Mrs. Dr. Phil, Robin McGraw, has lived the "family first" lifestyle -- putting the good doctor and their two sons, Jay and Jordan, ahead of everything else.
Now an empty nester, McGraw has taken some "me time" to develop a brand that's near and dear to her heart.
Robin McGraw Revelation is a skin care brand that drew its inspiration from a particularly trying "a-ha moment" that she experienced when her mother died unexpectedly from undiagnosed heart disease.
"I can remember standing there with Phillip and saying, 'How can this be? She's never been sick a day in her life. She's only 58 years old. She's never been to the doctor," McGraw recalled during a conversation with WWD. "Then, it hit me. I had a
revelation. I saw the big picture of my mother's life. She never took care of herself. I wanted to be the kind of mother-in-law that she was, the grandmother, the mother, the woman, but I did make a decision that day that I would not perpetuate her legacy of self-neglect. I am going to take care of myself."
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And, so she has. So much so, in fact, that Dr. Phil's producers field a ton of viewer mail asking her beauty, anti-aging and skin care secrets. With a nudge from her husband, McGraw decided to delve into producing a line of products and set about doing her due diligence with "the help of beauty-product development and marketing firm HatchBeautyLLC." Together they came to the decision that "Flora-Cell Complex, which combines Swiss Alpine Edelweiss Extract with skin-compatible liposomes," was to be the keystone ingredient of her line.
Launching in April on HSN, Robin McGraw Revelation is comprised of 5 skin care products; Absolute Glow Purifying Facial Cleanser, Total Renewal Micro Polishing Scrub, Vital Hydration Serum Infused Moisturizing Treatment, Jewel Drops Anti-Aging Serum Capsules and Awaken Youth Regenerating Overnight Treatment, ranging in price from $19.95 to $44.95.
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Notably, profits from some of the products will support McGraw's domestic violence prevention charity, "When Georgia Smiled." (Nothing to sniff at considering that Revelation is expected to pull in more than $20 million in its first year.)
Depending on how things pan out, McGraw may eventually grow her brand to include makeup, nutrition and home products. "The brand is really a comprehensive lifestyle brand," explained Revelation's President & CEO, David Stern. "There are other areas that Robin is passionate about that tie into the overall philosophy of taking care of yourself."
