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Lilah B Branches Into Lifestyle Channels

The beauty brand is experimenting with retail by adding Free People, Mark and Graham and Revolve to its distribution.

Lilah B is branching out.

The ingredient-conscious beauty brand just launched at and Free People, but it’s also plotting a move into the lifestyle channel with Revolve and Mark and Graham.

“This is going to give us exposure to the woman who may not necessarily be walking into Barneys or Sephora to find Lilah B,” said founder and chief executive officer Cheryl Yannotti Foland. The brand had previously experimented with non-beauty channels with Intermix pop ups, she said, but has primarily been focused on prestige distribution through Barneys New York, Neiman Marcus, Net-a-porter and HSN.

“We definitely needed those distribution channels to solidify and get the brand awareness of prestige. We will continue brick-and-mortar rollouts, particularly with Sephora,” Foland said. “We’d like to get a read on how the brand performs in each of these environments, both in store and online, and then talk about into 2018 and 2019, where the brand goes,” Foland said.

Lilah B adds an additional high-end, non-toxic color range to Free People’s assortment, according to Jessica Richards, who handles the retailer’s beauty offerings. For Mark and Graham, Lilah B marks its foray into beauty, a category it plans to continue to grow, noted Kate Lesher, vice president and general manager. (Mark and Graham is known for monogrammed gifts such as personalized handbags and luggage.)

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All the additional distribution moves could triple the brand, which industry sources estimated had about $3 million in sales in 2016.

In addition to the Sephora web launch, Lilah B will move into 35 U.S. Sephora doors and 10 Sephora Canada doors Aug. 4 with its Aglow Face Mist, $48, Bronzed Beauty Bronzer Duo, $46, and Flawless Finish Foundation, $48.

“It’s a wonderful first step for us as a small brand, and for them to see how Lilah B resonates with the Sephora consumer,” Foland said.

She describes the brand as one that fits in the free-from category, “formulated without a lot of the bad stuff that women are concerned about today, but still a luxurious collection with high-performing formulations.”

Lilah B’s products are multipurpose — the aim is to reduce makeup-bag clutter. The lineup includes things such as Divine Duo Lip & Cheek colors, $36, and Virtuous Veil Concealer & Eye Primer, $44.

Lilah B Branches Into Lifestyle Channels
Lilah B eye shadow quads. Amanda Mathson

The brand recently added Aglow Face Mist and B.Kissed Lip Balm in its first forays into skin-care products, a category it will likely veer further into in the future, Foland noted. “They did well, so that category for us could be something we continue to expand upon,” Foland said.

But for the remainder of 2017, Lilah B will focus on its new Eyeshadow Quads — B. Alluring, which features plum shades, and B. Envied, which features olive tones, and retail for $58.