Twenty-two years after its launch, Osea is opening its first brick-and-mortar store in Venice, Calif.
The clean beauty brand launched as a spa brand and operates in 110 spas worldwide. But with increasing consumer interest in the clean beauty category, the brand is increasing its presence among consumers with distribution partners and its store, which is described as a “skin-care studio.”
“For the past 20 years, we’ve had a strong emphasis on educating aestheticians on how to use our products,” said chief executive officer Melissa Palmer, whose mother started the brand. “We wanted to have a chance to bring that education directly to the consumer. It’s an exciting time for us as women are transitioning more toward clean beauty. So we’re going to provide educational content so they know how to make that transition.”
Palmer described the store as a “skin-care studio” because she wants it to be more than just a point of retail. In addition to carrying all 33 skin-care products, the store will include two treatment rooms offering three facials, like an express treatment using the brand’s hero seaweed ingredient and a cranial wave facial that includes a head massage and LED light therapy.
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The store will also be used as a community hub to continue the educational component. Osea will host events like breathing and meditation classes, clean beauty panels and influencer events to engage with its local community.
“We approach beauty from a nontraditional perspective,” Palmer continued. “We spent about 15 years having people think we are the crazy people screaming about clean beauty and now the industry has really dramatically changed. So we want this space to engage directly to the consumer.”
For distribution, Osea entered Follain in 2015 and then Detox Market and Credo Beauty in 2016. The brand wanted to test distributing through a more traditional beauty retailer and launched in 10 Bluemercury doors in the retailer’s natural beauty section last year and quickly expanded to 40 doors. Osea also recently entered Holt Renfrew in Canada and has become the number-one clean beauty brand. Altogether the brand is carried in roughly 130 doors internationally.
This increased distribution in addition to more consumer interest has enabled the brand to register triple-digit growth in 2016 and 2017, according to Palmer.
Social media has also helped the brand’s growth. Instead of working with traditional beauty influencers, Osea has sought out authentic, unpaid relationships with wellness influencers like chefs, nutritionists and fitness teachers.
The Osea skin-care studio, located at 1732 Abbot Kinney Blvd., opens on June 13. Industry sources estimate the brand’s revenue will surpass $10 million this year.