Ulta Beauty is adding a coffee scrub to its beauty assortment.This week, Frank Body steams into 100 of Ulta Beauty’s doors with plans brewing to add Ulta.com in 2018.This marks the second U.S. bricks-and-mortar retailer for the Australian brand, which built its business on the use of coffee in its formulas and edgy social media efforts. Having built demand for the natural lineup selling direct-to-consumer, the brand is on the hunt for more physical retailers. Frank Body made its stateside bricks-and-mortar debut in 2016 at Urban Outfitters.“Ulta for us has always been the obvious next step in the U.S. They have strong traction and authority in our categories coupled with an ambitious growth plan,” said Stephen Rowley, cofounder of Frank Body.The idea for Frank Body came after its founders heard customers in a café ask for coffee grinds to use in the shower. The business grew online, powered by cheeky social media showing users slathered in the scrub. The “coffee-covered-selfie” posters include Ariana Grande, Tash Oakley and Gabi Fresh. It is estimated Frank Body achieved sales of $20 million in its first 18 months fueled by Instagram interest and should more than double that with physical store growth. Frank Body did not comment on sales projections.The company expects bricks-and-mortar will bring build awareness beyond the Millennial and Generation Z crowd. “We believe there is still such a sensorial element to beauty that we are unable to provide through our dot-com. We see building partnerships with retailers like Ulta as a vital part of our growth.”[caption id="attachment_10951035" align="alignnone" width="300"] The Frank Body Face Range.[/caption]Although consumers have warmed up to buying beauty online, Rowley said feedback suggests many prefer to be hands-on. “Beauty is still an in interesting category in the digital space, as many consumers want to try a new product in person, before committing to a purchase. We often hear that people have seen Frank via social, but were hesitant to purchase without being able to smell and feel the product first-hand.”Ulta Beauty will stock Frank Body items in its body care section. The range includes three Coffee Scrubs, Coconut Body Balm, Body Cream, the full-face range and a new Lip Duo. Prices start at $16.95.Frank Body plans to tap its fan base to share the news of expansion into Ulta Beauty. “We find the best advertising is authentic recommendations from peers and experts in the field,” Rowley said.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
Stay up to do date with breaking news and trending stories with WWD’s “The Essentialist.” Our newsletter delivers the top news in fashion right to your inbox. Want more info? Link in bio. #wwdfashion (📷: @kukukuba)
"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.