LONDON, United Kingdom — Premium wellness brand The Nue Co. has launched a groundbreaking partnership with US retailer Sephora.
The Nue Co.’s largest retail partnership to date will see the maker of supplements, skincare and functional fragrances launch with Sephora’s Clean at Sephora seal — an endorsement that helps the retailer’s customers to make informed decisions when it comes to purchasing products with a conscious supply chain.
The move follows an announcement from the British-born brand in July, in which it revealed it had scooped another $25 million cash injection, which it would be using to sharpen its focus on company-wide sustainability.
All of the brand’s supplements are made using ethical and sustainably sourced ingredients from around the world, which are non-GMO, sugar-free and cruelty-free. And as part of its product offering at Sephora, it will continue to package its goods in infinitely recyclable glass, printed with non-toxic ink, and 30% post-consumer recycled paper.
The hope is that by making its products more accessible to a wider audience, it can promote positive behaviour change among consumers who are looking to make more conscious purchasing decisions.
“Launching with Sephora is a dream come true for our team. Our goal is to make our products more accessible to people across the country and we’re thrilled to be doing so with a partner who is so aligned to our sustainability goals”, said Jules Miller, Founder and CEO, The Nue Co.
“Sephora is a leading advocate for clean beauty and the perfect partner to align with given our ethos to create products that deliver results without compromising the health of our planet”.
In addition to bolstering its sustainability efforts, the partnership also provides The Nue Co. with a firm stepping stone in which it can use to capture a bigger share of the US market.
The launch into Sephora is likely to form a key part of the brand’s continued global expansion, in which it plans to expand to Canada, Australia and several Asian markets by end of 2022.
Currently, 80% of the brand’s sales come from its direct-to-consumer channels, driven primarily by subscriptions, however the past 24 months have been significant for the business’s wholesale strategy. It expects growth in this area of the business of over 450% by the end of 2021, and no doubt its presence in Sephora will help to drive a significant portion of that growth as new demographics are exposed to The Nue Co. and its products.
To help drive visibility around the new retail partnership The Nue Co. will run a localised campaign in Los Angeles featuring a series of activations including billboards and influencer promotions on platforms including TikTok and Instagram.
According to Cindy Deily, VP Skincare Merchandising at Sephora, the retailer is thrilled to partner with The Nue Co. as part of its continued commitment to bringing its customers the very best in quality and product innovation.
She explained: “With the aim of redefining the relationship clients have with their health, The Nue Co. delivers effective supplements and skincare products that support both inner and outer beauty in a simplified way. We are so excited to introduce this brand to our Sephora community and know that it will be a wonderful addition to our clean beauty assortment.”
Having established its Clean at Sephora program in 2018 with 50 brand partners and a “formulated without” list of 13 ingredient categories, today the initiative has grown to include more than 90 brands and over 50 ingredient categories on the “formulated without” list.
“It’s encouraging to see a growing consciousness around practices, ethics and sustainability in the beauty space,” said Marina Mansour, Kyra Media head of beauty partnerships told glossy recently.
“However, clean beauty is a young subcategory of beauty, and with the growing focus, we need to maintain transparency [around]what it means to be ‘clean’ to avoid misleading consumers and greenwashing. If the definition of clean beauty is broadening, then an industry-standard certification, like [the cruelty-free]Leaping Bunny organization, for example, is needed to aid transparency,” she added.