Deck of Scarlet is the latest beauty brand expanding into retail distribution.The subscription makeup service has entered into the retail space with its Deck of Scarlet #04 Edition palette, which is now available in two Urban Outfitters' locations in Manhattan. The palette is also sold on Urban Outfitters' website.The Deck of Scarlet palette, developed in collaboration with makeup artist and content provider Mally Sanchez, retails in stores for $45. It was designed to create multiple looks and features three highly pigmented eyeshadows, two lip colors and two check colors."As a beauty influencer, it's important to always share new things with my followers. For content, changing it up with different looks, trends, colors and techniques are always a must. That's why I love Deck of Scarlet. They are continually evolving and launching new products," Sanchez said.Urban Outfitters is one of an assortment of apparel retailers adding beauty for incremental and high gross margin sales. Among the beauty brands offered online or in select stores at Urban Outfitters are Tony Moly, Lime Crime and Anastasia Beverly Hills.The Urban Outfitters customer was a good match for Deck of Scarlet, according to parent company Scentbird chief executive officer Mariya Nurislamova. "As a young brand, we want to experiment with different platforms and channels of distribution to help us grow. So, when Urban Outfitters reached out to us on our Instagram brand page, we knew immediately that they ‘got’ us and that they were the retailer for us. Their consumer base, paired with their public voice is exactly what we are looking for in a retail partner,” she said.Deck of Scarlet is expected to reveal more non-subscription products to market throughout 2018. The makeup brand's sister company, Scentbird, has 200,000 subscribers for its perfume business and Deck of Scarlet is growing its reach with 12,000 subscribers. Last month, Scentbird added personal-care and home fragrance items including hand creams and shower products. The company harnesses research gleaned from its subscription membership to help create new items.Other physical retailers venturing more deeply into beauty this holiday season included Madewell with its curated Beauty Cabinet offering, Anthropologie, Free People, Forever 21 and Burlington. Early results suggest adding beauty yielding larger shopping baskets, according to several apparel retailers.
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