Indie brands seem to be upping their game by adding major retailers to their distribution. Cases in point: Briogeo, which launched in Sephora in August, and Karora Cosmetics, which landed in Ulta in March.

Obsessive Compulsive Cosmetics is the latest niche line to expand its presence. In early October, the vibrant makeup brand will launch all 226 stockkeeping units on nordstrom.com.

“Our partnership [with Nordstrom] is a really interesting way to tie a more service-oriented approach to clients who are discovering OCC,” said David Klasfeld, founder of Obsessive Compulsive Cosmetics. “[Nordstrom’s] Beauty Stylist initiative is the most attractive part in this partnership because OCC is definitely a line that requires a little bit more cosmetics know-how and education behind it.”

In addition to the online launch, OCC has created two holiday exclusives, which include a Lip Tar set and a new Lip Tar shade called Nordstrom Neutral, that will be sold at all 118 Nordstrom doors beginning Nov. 3.

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“The Lip category continues to be a hot and expanding category both with our customers and in the industry,” said Debbi Hartley-Triesch, Nordstrom’s national merchandise manager for beauty.

Klasfeld added, “We think that [natural shades] speaks to their client. Being a brand known for its vibrant colors, it’s nice being able to work with neutrals.”

Industry sources expect the line to generate $3 million during its first year on nordstrom.com.

While nothing has been finalized, Klasfeld’s goal is to distribute the entire range of products in store.

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