Selfcare consists of four products — an aluminum-free spray deodorant, dry shampoo, face moisturizer and a lip balm — made its debut June 18 in 50 Lululemon doors in the U.S. and Canada, on lululemon.com and sephora.com. Products will also be sold at various Lululemon partner studios, including Corepower Yoga and Shred415 in the U.S., and Yyoga and Lagree West in Canada.
Prices for full-size products range from $14 for the lip balm to $48 for the facial moisturizer. Travel sizes are also being sold.
The products have received the retailer’s Clean at Sephora standards, which means they are free of ingredients such as sulfates, parabens, pthalates and more. They are Leaping Bunny-certified cruelty-free. The Selfcare launch at Sephora not only marks Lululemon’s entry into a new category, but the coinciding of chief executive officer Calvin McDonald’s past and present jobs — McDonald, who joined Vancouver-based Lululemon last August, was formerly ceo of Sephora Americas.
“Selfcare is an exciting new category for Lululemon, and we remain in the test and learn phase,” said McDonald in an exclusive statement to WWD. “Guests look to Lululemon to be an expert and an authority on sweat, and this could lead to new guests discovering us as well. We’ll know a lot more after seeing the guest response to this test, in stores, online and through respected partners.”
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Selfcare was in the works long before McDonald joined the company. Sun Choe, Lululemon’s chief product officer, said the line took more than two years to develop — much of the process was spent testing various product iterations with the retailer’s brand ambassadors called the Sweat Collective, comprised of fitness instructors and pro athletes.
“Our position is that we are the authority on sweat,” Choe told WWD. “We want to make products that are adjacent to the sweat life — life on the go, trying to go from gym to work or from the gym to dinner with friends.”
Choe said the company saw an opportunity to iterate on existing products in the market that didn’t live up to the company’s post-exercise standards. “We know a lot about sweat and felt there were some things we could apply to the self-care space.”
The result are products that are efficacious despite particularly sweaty, post-exercise situations, and they are named as such — for example, the Anti-Stink Deodorant, No-Show Dry Shampoo and Sweat-Reset Face Moisturizer.
The Selfcare products, clad in androgynous red and white packaging, are meant to be genderless and appeal to men and women.
Choe said the next wave of Selfcare products are already in development, but stressed that the company is still very much in a “test and learn space.”
Said Choe, “We want to see if there is this appetite for [beauty] products like this from a retailer like Lululemon.”