Great products, great content, a good website (although could use improvements - see below), and social media channels. However, what's lacking is "strategy".
Many things mentioned on this discussion chain (from SEO to Inbound, etc.) are all good & great advice, but please keep in mind that those are tools not necessarily strategy.
Perhaps there already is one, but I couldn't see it from the website and social links.
To get started, think about these questions:
1- What is the target? (is it consumers or salons or grocery shops?). Remember, don't target all from the beginning, that will drain resources and thin out the results. Also, try to localize the initial campaign by securing a "beachhead" (see link below).
2- What is the clear defined objective? (Example: sell 50 Simple Soapless Systems per month out of 1000 e-mail subscribers in NYC)
3- What strategies will you use to reach the objectives? (Example: will attend trade shows, reach out to Whole Foods, sign up people to receive e-newsletters, etc.)
4- What technology will you use to achieve the above? (SEO, Website, Twitter, Analytics, and their details)
Now, with the website, it needs some fixing:
1- When I clicked "Buy", it went to another image.
2- Buying should be more prominent on the first page (similar to all other retailers such as Macy's, Amazon, etc.)
3- Avoid what could be "distractions": anything that distracts website visitors from clicking the "buy" button. That would be external or unrelated links & images that are more prominent than the products. Note that when Macy's links on their website are related to shopping and making visitors spend.
Some useful links:
I hope that this helped