Elemis to launch at Sephora in the US
Dive Brief:
British luxury skin care brand Elemis is heading to Sephora. The brand will launch on the beauty retailer’s website on Feb. 15 and in 90 of its U.S. stores beginning Feb. 16, according to a company press release.
Sephora operates more than 2,700 stores in 35 countries globally, according to its website. Elemis already sells in Sephora’s stores across China, Southeast Asia and the U.K.
The Elemis range of products online and in stores will include its Pro-Collagen Cleansing Balm, Pro-Collagen Marine Cream SPF 30, Dynamic Resurfacing Pads and a new Sephora exclusive Collagen Health Starter Kit.
Dive Insight:
Elemis continues to expand its wholesale network.
The skin care brand, which was acquired in 2019 by L'Occitane International S.A. for $900 million, sells in retailers such as Ulta, Neiman Marcus, Macy’s and Nordstrom, as well as select spas and salons.
The Sephora partnership comes at a time of strong international growth for Elemis, which has been seeking out new retail customers around the world. As part of the Sephora U.S. launch, Elemis will reveal a new visual campaign educating on the importance of protecting, restoring and renewing the skin's collagen.
"This is a pivotal moment for Elemis and one that signals the brand's continued emphasis on international growth and accessibility," Suzanne Pengelly, general manager of U.S. at Elemis, said in a statement. "Sephora is the ultimate destination for savvy beauty lovers and their collective bar for excellence is unmatched.”
The expansion into Sephora comes as more brands seek out retail partners to grow their distribution and reach new customers. Hairitage recently entered Kroger, HEB and CVS. And Curology at the beginning of the year launched on Amazon.
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