Luxury skin-care line Tatcha is heading Down Under.
The brand — inspired by the rituals of Geisha — is launching in Australia’s Mecca Cosmetica with 45 doors and rolling out a handful of new products for spring. At the same time, Tatcha is upping its presence at Sephora and Sephora Canada (right now, it’s in 278 Sephora U.S. doors with the full line, and 362 doors on Sephora’s “favorites wall,” plus 28 Sephora Canada stores with the full line and 33 doors on the “favorites wall”), according to the company. The brand expects its full assortment to be in all Sephora U.S. doors by next spring, and potentially in all Sephora Canada doors by fall 2018.
Industry sources estimate the moves will help the brand grow by between 40 and 50 percent for 2017, which would put it at $70 million to $75 million in retail sales (Tatcha had $50 million in retail sales for 2016, according to industry sources). In addition to Sephora, Tatcha is sold through Barneys New York, QVC and its own web site.
Tatcha’s products are based on the beauty regimens of the geisha, captured in an ancient book. “Our product roadmap really is following the chapters of that book,” said Vicky Tsai, founder and chief executive officer of Tatcha. “Chapter one is skin care, chapter two is body — there’s a lot in body we have yet to do.” Makeup, she noted, is chapter four. “I am hopping in and out of order a little bit,” Tsai added.
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Spring launches include The Water Cream, $68, a new antiaging gel cream for normal and oily skin. The moisturizer contains Japanese Wild Rose to tighten pores and smooth skin texture, Japanese Leopard Lily to control oil and encourage skin turnover, Hadasei-3 and 23-karat gold. Tatcha is also expanding its core skin-care regimen by adding The Deep Polish, a rice enzyme powder that lathers with water and is used to exfoliate normal to oily skin. Both products are set to launch online and at Sephora in April.
The brand’s first lip liner will make its debut April 15 as part of a three-piece limited-edition contouring lip collection called Twilight: A Cherry Blossom Lip Collection. The $85 lineup will sell on Tatcha’s web site and includes a Contouring Lip Liner, Cherry Blossom Silk Lipstick and Cherry Blossom Camellia Lip Balm, all pink, inspired by cherry blossoms in Japan. (The balm will be for sale as a stand-alone product starting in June).
The spring launches follow Tatcha’s revamp of The Silk Cream, $120, a core moisturizer that is now housed in new packaging and has an upgraded formula with the modified Hadasei-3 complex. Tatcha also released its Essence, $95, which is 98.7 percent Hadasei-3, in January. The product provides moisturizing benefits and is meant to be used between face washing and serum or moisturizer (or both). In February, Tatcha launched its first bar soaps — Camellia Oil bar soaps — for $15, after working with a Kyoto mill to develop an eight-week camellia oil maturing process to create the soap, which also contains silk, honey, rice bran and Japanese Dokudami.
Launches feature an updated version of Tatcha’s proprietary Hadasei-3 ingredient. The complex is made up of Uji Green Tea, meant to detoxify and prevent premature aging, Okinawa Mozuku Algae, meant to help skin retain moisture and Akita Rice, also for moisture. It was recently revamped by Tatcha’s scientists, who fermented the three ingredients together so they penetrate the skin more deeply.
“It’s much more bio-available to the skin,” said Tsai.