The brand name itself, she had for five years ago. In reality, the name "Muff" came from wanting to develop her own line of hand mufflers for those freezing Canadian winters. The muff were actually furry hand muffs. They didn't take off due to the high production costs; and they didn't sell so they didn't take off like she wanted.
But the name "Muff" stuck with her. It was all about thinking of the right product with the right reason for that name.
She recognized that she and other busy but health-conscious women are searching for convenient personal care items are that portable and made with cruelty-free, vegan ingredients that are safe, gentle yet effective. Then, when Ritz searched the personal care, she was dismissed by the lack of choices and availability for women like her. She took it upon herself to invent and announce to women that she has a personal hygiene line for them, women on the go, and it's there for them. Ritz proudly declared the need and what her products are for, "I Love My Muff."
By ridding of the stigma and the shame of tackling much needed personal hygiene problems, she hopes to shed light on what the modern woman needs in her busy life and that there are options for you. "I Love My Muff" takes a very take-charge, post-Feminist point-of-view on personal hygiene. By displaying the shower gel, the lotion, and the wipes in a bold,no-nonsense font in travel-sized bottles and sizes, Ritz wants to show that her products are quick yet can be discreet and easy to carry in your pockets and purses, giving women more choices to take responsiblity for their health.
Her mission is now the company's slogan, "It's No Longer a Whisper. It's a Statement!"
Ritz made sure she uses vegan, all-natural ingredients are gentle to be safe yet effective to be beneficial in her line. The gel is one hundred pure natural. The people who tested it said they have no issues and the lather is low which means no artificial chemicals.
The spray is a quick spritz of witch hazel.
The wipes, which happens to be a hit with both women and men, are bio-degradeable paper imparted with aloe vera. Good and gentle enough for intimate areas and the environment. She always intended the wipes to be unisex.
In fact, the product that started Ritz on her personal hygiene mission was a lotion that is gentle but effective down there but is missing from the personal care market. This is what sets her off.
As a married business woman, she wanted her products to be multi-functional, not just for one area. They wanted them to be good all-over. Also, you will get more bang for your bucks.
Essentially, it was having her husband using her lotion as after-shave cream because it made his face so soft then he and his friends stealing the wipes for cleaning their faces, arms, hands and other parts that had Ritz thinking of expanding her line into men's personal care.
The name is already lined up, "I Love My Muffler."
For that market, she thinking about bulking up the wipe packet because men use it on camping trips, sports, and just plain hand and face wipes.
Just for them, Ritz is pondering about adding a non-talc powder to soak up heavy perspiration.
She also want to work on more masculine scents that they feel comfortable with.
Ms. Clinging joked, since the line is vegan and cruelty-free, the only animals tested are beavers. So far, these human beavers are happy and clean.