Follain’s private-label brand is expanding and entering broader retail distribution.
Follain, which specializes in luxury clean beauty and sells high-end lines such as Tata Harper and May Lindstrom, launched its house brand of clean skin-care staples last year. The goal was to fill a white space in the market, said founder Tara Foley, for essential antiaging skin-care items that complied with the retailer’s stringent ingredient policy and were affordable for a broader range of consumers.
Prices range from $18 to $36, on the much lower end than many of Follain’s products. For instance, Follain’s Replenish and Protect moisturizer is $32, while Tata Harper’s Hyaluronic Gel Moisturizer is $116.
The products — which include the Hydrating Cleanser, Eye Cream, Dual Detox Mask, Ultra Hydrating Mask, Moisturizer and Toning Mist — were designed with scale in mind, said Foley, and based on the “thousands of conversations” she and her store employees have had with customers about skin care and clean beauty.
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Follain’s retail stores operate a program where customers can bring in their existing conventional skin-care regimens and find clean alternatives. Sixty percent of Follain’s business comes from skin care. The in-house skin-care line is designed to be a gentle entry into clean beauty for customers who are newer to the category and less accustomed to some of its more exotic textures, for instance.
“For the vast majority ‘new to clean’ people, they’re scared of [balms and oils],” said Foley. “We built textures and experiences that she is used to but with much more powerful ingredients.”
Starting a wholesale business is a way to expand Follain’s reach without opening more stores. Follain operates six brick-and-mortar doors in Boston; New York; Washington, D.C.; Dallas, and Seattle.
Follain’s full skin-care collection will be available in 395 Ulta doors and 33 Anthropologie stores, covering more than 40 states. It will also sell in Follain’s stores and on follain.com.
The Ulta partnership is especially significant, as the retailer, unlike Sephora with its Clean at Sephora program, until now has not made a concentrated push into clean beauty. Follain is entering the retailer via its emerging brands platform, alongside clean skin-care line Indie Lee, a brand Foley sells at Follain.
Follain’s private label is meant to serve as skin-care staples, though they contain powerful antiaging ingredients. The eye cream, for instance, contains bakuchiol, which has been touted as a plant-based alternative to retinol.
Later this month, Foley will appear on QVC, where she is hoping to build awareness for not just Follain, but the overall concept of clean beauty. “QVC gves an opportunity to share with women who have all probably tried a clean product in the past and haven’t been impressed — [and] to tell them how far this technology has come.”