Natural hair-care brand Captain Blankenship is launching on Sephora.com in June, and hoping the move puts its product in front of a new demographic.
“This is really giving us a chance to reach a new customer,” said Jana Blankenship, the brand’s founder. “Especially in the past few years, we’ve been working with a lot of specifically green beauty stores. So you’re reaching people who are aware of your product and aware of that market.” Many Sephora customers are newer to the green beauty world, she said. “We’re going to be reaching an audience that we haven’t reached before,” Blankenship said.
Sephora.com will carry 14 stockkeeping units: Mermaid Sea Salt Hair Spray (full and travel size), Mermaid Dry Shampoo (full and travel size), Mermaid Hair Oil, Ray of Light Sea Salt Sun Spray, Golden Waves Sea Salt Shimmer Spray, Mermaid Hair Care Set, Sunshine Cream, Lime & Vetiver Deodorant, Avocado & Peppermint Cuticle Balm, Anchor Balm, Rosy Red Lip Balm and Plum Rosy Lip Balm. The products will retail from $14 to $28.
The move to Sephora adds scale to Captain Blankenship’s current distribution, which includes smaller boutiques, including Credo Beauty. The brand starts selling online June 7 and Blankenship said she hopes those sales will eventually translate to a Sephora retail presence. She’s also looking to expand nationally — perhaps in Anthropologie, Barneys New York or ABC Carpet & Home — and eventually, in Europe, where the brand has a small presence in boutiques.
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For Captain Blankenship, growth has sped up as awareness of natural beauty products has increased. The brand, founded by Blankenship in 2009, has doubled sales over the past two years and anticipates more than doubling sales again for 2016, she said.
Within the green beauty category, Blankenship’s products — which she formulates herself — stand out because of their scents, which Blankenship uses her natural perfumery background to create. “I’ve been the one that’s formulated the products since the beginning, and for me, that’s my joy,” Blankenship said. “I have a lot of products waiting in the wings.”
Those developments include a tinted sunscreen, launching for winter 2017, and salt scrub, launching this fall, as well as shampoo and conditioner. Expanding the makeup offerings beyond lip balm is a consideration for the future too, she said.