Destination Maternity Corp. aims to rear its beauty business into adulthood.

The maternity apparel retailer recently added five additional skin-care lines to the assortment across its A Pea in the Pod and Destination Maternity stores and on their Web sites, and later this year plans to launch an exclusive color cosmetics brand.

“We took a business that we already had and refreshed it in a way that Millennials will relate to it,” said Chris Daniel, president of Destination Maternity Corp. “We’ve always been in the lotions and potions category,” he added, noting that the offering was highly needs-based. “The difference for us is to think of it as a beauty business, so she not only thinks of us for things she needs but things she wants.”

The two nameplates have previously carried various skin-care lines with two brands, namely Mama Mio and Basq, occupying a larger presence.

In February, it widened its stance in beauty with additional mother-friendly lines, including Jessica Alba’s The Honest Company, Perfect Pearl, Naturopathica, Juice Beauty and Butter London across 126 stores.

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A smattering of the products include The Honest Company Organic Belly Balm, Perfect Pearl Bust Serum, Naturopathica Oat Cleansing Facial Polish, Juice Beauty Smoothing Eye Concentrate and Butter London Nail Lacquer in Posh Bird, a smoky taupe glitter shade.

“We want to service our customer at every stage of her pregnancy,” said Jill Doster, vice president of A Pea in the Pod, adding that providing products for changing skin-care needs folds into that mission. “The common factor [across the brands] is that they’ll all [be] safe for Mom and baby.”

Daniel said of the product formulas, “It’s not so much what they have, it’s what they don’t have.”
The items range in price from about $10 to $85.

The beauty departments, which vary in size from roughly 24 to 36 square feet, are located in close proximity to accessories and the cash registers. In four locations, including Virginia Beach, Va., and Paramus, N.J., the retailer has installed a Beauty Bar concept, complete with a counter and stools to facilitate consultations.

A Pea in the Pod and Destination Maternity stores plan to call more attention to growing their beauty assortment this spring by offering complimentary mini manicures from Butter London. The retailers also plan to post blog entries from the beauty brands and host question-and-answer sessions on their Facebook pages.

Daniel said, “Beauty is a bigger part of every store that we’re opening.”