By  on May 23, 2008

Liz Earle has come to America.

The former beauty editor and television personality behind cult British treatment brand Liz Earle Naturally Active Skincare unveiled her range in Studio at Fred Segal this month, the first store on the West Coast where it is available.

The 13-year-old line has been hard to find in the U.S., where it was previously only carried at Brownes Beauty in Miami, although Earle pointed to steady Web site purchases from American consumers as evidence of a following Stateside.

"We knew there was high demand here, but for us, it was about the best way to deliver great service," said Earle, who owns the brand with business partner Kim Buckland. "It is about getting the right partners. You just need to build slowly, build strong."

Earle, a mother of four, described the Studio at Fred Segal launch as the start of a major American push.

"This is our first real grown-up experience in the U.S., and it is going to be the first of many," said Earle, who wouldn't discuss international sales figures.

Robin Coe-Hutshing, co-founder and creator of Studio at Fred Segal, had her eye on adding Liz Earle to her skin care assortment that includes Origins, Malin+Goetz, Korres, La Mer and Mor Cosmetics. "Her philosophy and natural approach to beauty and wellness are timely aligned with what our savvy customers want," she said.

Earle's U.S. product distribution strategy is to enter key markets in prominent specialty boutiques such as Studio at Fred Segal, which currently has the West Coast exclusive. She stressed that department stores aren't a large part of the plan, while revealing that she is in "advanced negotiations" with a department store in New York she declined to name.

In the U.K., the brand opened a namesake store last year in London on the Duke of York Square, but is moving in August to a nearby location four times the size that has treatment rooms. The brand also has a store on the Isle of Wight, where it is headquartered, and sells at the John Lewis department store chain and can be seen on QVC.The five products expected to be bestsellers in the U.S. are Cleanse & Polish Hot Cloth Cleanser for $24.50; Instant Boost Skin Tonic for $21; Skin Repair Moisturiser for $31; Superskin Concentrate for $70 for 1 oz.; and Superskin Moisturiser at $22 for 0.5 ounces.

Earle also predicted that her brand's signature facials would wind up in the U.S. as well; spa treatments are set to launch in the brand's home country soon. "It is going so fast, it is like a steam train," Earle said of her business.

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