Walmart
Launched in 2022, Gen Z–focused personal care brand Clean Age was awarded the Golden Ticket in Walmart‘s Open Call competition. The brand that makes products including deodorant and toothpaste tabs will see its products roll out into more than 1,800 Walmart stores.
On the heels of an acquisition by Kao, Bondi Sands is launching nationally with Walmart in stores and online. The expansion marks the eighth major retailer to carry the brand’s growing cosmetic assortment within the past six years. Walmart will stock eight of Bondi Sands’ best-selling products in new sizes and prices exclusive to Walmart, offering tanning essentials in 150mL at competitive prices.
Leveraging the momentum of an appearance on Shark Tank in 2022, transforming the business from a small start-up to a profitable 8-figure brand with 900% year-over-year sales growth, Curie expands its reach beyond DTC. The clean, aluminum-free deodorant and body care line is launching on Walmart.com and in 4,300 Walmart locations nationwide, merchandised in the naturals aisle of the personal care section with its Deodorant Stick ($12.97), Deodorant & Body Spray ($13.97), and the Armpit Detox Mask ($13.97) in three of the brand’s cult-favorite fragrance options: Orange Neroli, White Tea, and Coconut Nectar. The launch will be supported through a multichannel strategy to drive customers in-store, which will include engaging Curie’s online community and “Sniff Club” loyalty members, influencer marketing, and driving online-to-offline conversions in Walmart’s key markets by way of Curie’s first-ever out-of-home campaign.
Pursoma, the clean bath range launched in 2014, has built a following for its natural alternatives to Epsom salt soaks. Last year, the brand launched in 400+ Target doors and is expanding its retail footprint with a rollout into 2,000 Walmart doors. The brand has also optimized its pricing for the mass channel, reducing SRPs by $2 on its hero 48oz bath soaks.
Love Wellness, Lo Bosworth’s women’s wellness brand, expands beyond Ulta and Target with a 1,600-store Walmart rollout. The brand has been in conversations with the retailer since 2019, but now decided they had reached enough traction to launch with the largest retailer in the world. Six gut and vaginal health–supporting products will be available in the digestive health aisle: Bye Bye Bloat ($25), Gut Feelings Probiotics ($30), Sparkle Fiber ($30), Flora Power Vaginal Probiotic Suppositories ($18), The Killer Boric Acid Suppositories ($20), and Good Girl Probiotics ($30).
Superdrug
Avon hits the high street, launching in 100 Superdrug stores nationwide and online. This is the latest step in Avon’s plans to introduce additional shopping options to complement its core, high-touch relationship selling model. Over 150 Avon products, including cult products such as Anew Renewal Power Serum with Protinol, Hydramatic Matte Lipstick, and Skin So Soft Dry Oil Spray, will be available.
CVS
The Lip Bar has expanded beyond Target and Walmart, launching in 3,000 CVS stores in the US, bringing its retail footprint to roughly 5,300 doors. The rollout will include The Lip Bar’s lipsticks and lip glosses merchandised on end caps with displays featuring product education. Expanding store count and moving the brand in-aisle will be based on identifying the best-performing stores in the initial launch. Earlier this year, the brand expanded its shelf space in Target by 700% and expanded into the skincare category with four products. The growth is fueled by an oversubscribed $6.7 million investment round closed in September 2022.
Shoppers Drug Mart
The Body Shop enters its first expansion beyond its 110 brick-and-mortar locations in Canada with a Shoppers Drug Mart online and in 25 stores and another 25 to come in October. The assortment will include the brand’s bath, body, hair, and skincare products from some of its most popular ranges, including Vitamin C, Vitamin E, Edelweiss, Tea Tree, and Hemp. Further expansion plans are slated for 2024.
Hero Cosmetics expands its North American footprint, entering Canada with Shoppers Drug Mart, Walmart, and Amazon. The brand will launch with Mighty Patch Original patches, Mighty Patch Invisible+ patches, Mighty Patch Nose patches, and Mighty Patch Surface patches. The product assortment in the market is expected to expand in 2024.
Department Stores
Kosé Corporation–owned makeup brand Addiction Tokyo, a makeup artist brand born in Tokyo that reflects the quality, creativity, and sensibility of Japanese formulation, made its US debut at Bloomingdale’s 59th Street Flagship New York store. Products across the eye, cheek, and lip categories are priced from $10 to $52.
Sustainable beauty brand Ignae, based on Azorean ingredients to create performance-driven products, expands its UK retail footprint beyond John Bell and Croyden. The brand launched in Harvey Nichols at their Knightsbridge, Leeds, Manchester, and Dublin stores.
Other
Tracee Ellis Ross’s haircare brand Pattern is moving beyond Sephora and Ulta into the professional salon channel. The brand is investing in in-person and virtual on-demand training for stylists as part of a direct-to-stylist approach, while salons will receive a 40% discount on select products from its 50 SKU range.
XMONDO Color, the hair color line under the umbrella of XMONDO Hair, is expanding into its first brick-and-mortar relationship, launching exclusively with Sally Beauty. Seven Color Depositing Masks and one Clear Glossing Treatment will be available online and in-store.
Manscaped, the men’s grooming company, announced its first brick-and-mortar UK launch with Boots in the United Kingdom. The brand will roll out into 270 locations across the country plus 26 stores throughout Ireland, as well as on Boots.co.uk and Boots.ie.
Just a couple of months ago, Jennifer Aniston’s haircare brand LolaVie took its first step into retail with its rollout into all Ulta Beauty doors. The brand is expanding its retail footprint, launching with clean beauty retailer Credo.
