By  on November 8, 2018

True Botanicals has opened a flagship this month in San Francisco, its first brick-and-mortar outpost.

The digitally native natural beauty brand’s move into physical retail is part of a larger strategy to focus on its direct-to-consumer business. While the majority of its growth has come from its e-commerce business, True Botanicals has maintained wholesale accounts with retailers such as Violet Grey, Barneys New York, Follain and Auberge Resorts spas. With the exception of Goop, the brand is pulling out of all its retail partners.

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