Katerina Yoffe-Larden, cofounder of Hey Honey, said sampling has boosted business.

Hey Honey is spreading into Europe.

The skin- and body-care line featuring honey and propolis launches April 12 in Ireland and the U.K. It will be promoted by Ruth O’Neill, a reporter for Ireland’s TV3 Xposé.

Hey Honey’s assortment will be sold in a network of stores including Shaw’s Department Stores and Pharmacies.

That will be followed up with a rollout in Sweden and other Nordic countries on nordicfeel.se, the largest beauty web site serving the Nordic countries.

The third segment of its multipronged expansion internationally is a distribution agreement with a major department store chain, which will give Hey Honey the potential to expand the reach to more than 1,700 stores across 18 countries.

Interest internationally is a testament to the power of social media and subscription box services, according to Katerina Yoffe-Larden, cofounder of Hey Honey.

“We first tested interest in Europe with 100,000 samples in GlossyBox Europe. We didn’t know what to expect. It was a huge success. Bloggers and influencers found us and it really took off,” Yoffe-Larden said. “Hey Honey’s commitment to today’s ‘no-time’ lifestyle people has no boarders.” Two of the products in particular resonated with consumers — an exfoliating honey peel off mask called Take It Off! and Good Morning, a honey silk facial serum that doubles as a makeup primer. The latter was heralded by Ipsy as the best performing skin-care product in company history.

You May Also Like

Those two products generated big numbers in engine searches, said Yoffe-Larden, prompting other retailers to seek the company out.

“There is a lot of opportunity for prestige indie brands in Europe. There aren’t that many options so retailers have a huge demand and the shelf space for something new and affordable,” Yoffe-Larden explained.

Next up for the growing company, which is sold Stateside in Ulta Beauty Online, Duane Reade’s Look boutique stores, Pharmaca, Amazon and Dermstore.com, is entry into the acne market with a line harnessing the benefits of bee propolis. Like many expanding brands, Hey Honey is said to be exploring opportunities to partner with venture capitalists.

load comments
blog comments powered by Disqus