Natural skin-care brand MyChelle Dermaceuticals is moving from the natural channel to mainstream retail.MyChelle, which makes prestige-priced natural skin care and color cosmetics, has primarily been sold through natural grocers such as Whole Foods (now owned by Amazon) — until September, when it will enter Kohl’s stores and kohls.com. This is the brand’s first major brick-and-mortar retailer outside the natural channel.“We really see consumer demand for premium natural skin care that’s also efficacious,” said Maggie Joslyn, director of communications and digital strategy for MyChelle. “Kohl’s will introduce MyChelle to a broader customer segment who is seeking clean skin care but may not be shopping the conventional natural channels.”An assortment of 17 stockkeeping units will launch in 324 Kohl’s doors and online next month. Joslyn noted that the brand is not concerned about the retailer’s recent announcement that it is downsizing stores, as the brand is focused equally on e-commerce as it is on brick-and-mortar.Included in the Kohl’s assortment are two of MyChelle’s hero antiaging lines, Remarkable Retinal and Perfect C Radiance, both of which offer natural alternatives to traditional Vitamin A and C treatments.“We’re seeing ourselves finding more opportunity in less traditional avenues because our brand is such a hybrid — natural, clean products, but with proven efficacy,” Joslyn said. “The consumer has evolved into expecting natural products to really work, and more people are becoming that natural consumer — people are expecting natural products now.”Other MyChelle items going into Kohl’s include sun protection products, serums, creams, cleansers and the Perfect C Pro Speed Peel, which contains 10 percent L-ascorbic acid.Said Joslyn of MyChelle’s further plans to expand into mainstream retail, “There are definite plans in place to do that and conversations [happening].”In June, WWD reported that MyChelle has about $15 million in sales, according to industry sources, and is said to have hired Threadstone Partners to conduct a sale. The business is currently backed by private equity firm Encore Consumer Capital.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion
@carmeloanthony is upping his fashion game once again, introducing a hat collection with @goorinbros. Called Fresh Greens by Melo x Goorin, the line consists of five unisex models, all of which are made in America from 100 percent wool. Each hat is lined with Anthony’s signature and the inscription “Knowledge of self, wisdom and understanding.” You can purchase the collection line at Goorin’s website as well as three off its stores in San Francisco, New York City and Las Vegas #wwdaccessories
“I am of tradition, but that doesn’t mean I have an old outlook on life,” Hubert de Givenchy told WWD in an interview in 1978. The legendary designer, who died last week at the age of 91, achieved wide success soon after launching his own couture boutique in the early ’50s, but he refused to pine for that time. For the first time since its original publication, read our interview with Givenchy on his awe for Audrey Hepburn and looking forward. Link in bio. #wwdarchives #fbf (📷: Pierre Schermann)
About last night: @alexachung and @supergausa toasted the launch of their capsule collection. “It’s the shape that I love, so rather than amend the last and make the sole crazy or do anything wild, we just did really subtle additions that I think make it look really luxe-y,” said Chung. #wwdfashion (📷: Marc Patrick)
Exclusive: @off____white’s @virgilabloh is launching an exclusive eyewear capsule collection @sunglasshut. The unisex collection, which is made up of three styles, first made its debut on the brand’s fall runway show in Paris. Get all the details on WWD.com – link in bio. #wwdnews #wwdfashion