Jessica Herrin, founder and chief executive officer of Stella & Dot, will soon focus her attention above the neck.
This story first appeared in the January 16, 2015 issue of WWD. Subscribe Today.
The company, best known for statement necklaces sold through direct sales “stylists,” plans to widen its scope with the introduction of a skin-care regimen called Ever. The effort will stand alone as a separate selling opportunity, complete with its own starter kit for sales representatives, or “specialists.”
Herrin, who launched her accessories company as Luxe Jewels in 2004, began thinking about adding skin care as another pillar of the business several years ago.
“It coincided with me being in my late 30s. I was on a personal journey for skin care that was naturally derived but effective,” said Herrin, who is now 42. She sought to create a luxurious skin-care line with a natural bent that was backed by clinical results. Her move into the beauty realm was aided by the addition of Leslie Blodgett, executive chairman of Bare Escentuals, who joined Stella & Dot’s board in 2011.
The result is a formula that relies on LSR10, a magnolia-based bioactive complex designed to reduce the signs of aging and inflammation. The 12 items in the line are free of parabens, sulfates, phthalates, propylene glycol, hydroquinone, chemical sunscreens and synthetic fragrances and colors. The product regimen, which is designed to last 60 days, is said to deliver measurable results within a month.
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Priced from $26 to $88, some of the items include Luminous Nutrient Rich Cleansing Balm, Hydralift Moisture Injection Cream and Glow Body Renewal Oil.
The company will begin a beta launch of Ever in February with plans for a full e-commerce rollout in the second quarter.
Herrin is reluctant to call her enterprise — which generates more than $200 million — a direct-selling company.
Instead, she sees it as a home-based social selling business. Herrin, who previously cofounded WeddingChannel.com, set out to challenge the conventional notion of direct selling when she launched Stella & Dot. “Jewelry was a large market that needed reinvention. I wanted to redefine it and create social selling. This could be so much bigger if you combine high-tech and high-touch,” she said. Ever is the third category pillar in Herrin’s business. She launched Keep Collective, a charm bracelet concept, in August. Its e-commerce launch is planned for later this month.