Troy Surratt’s preoccupation with the details is paying off.
The makeup artist — who is often called “beauty otaku” (or someone with an obsessive interest in makeup) when traveling in Japan to tend to the creation of his namesake collection Surratt — is gearing up for growth.
Surratt will soon expand the cosmetics brand to Sephora, Net-a-porter, Harrods in London and Mecca in Australia.
The line will launch on sephora.com on March 17, and then on April 20 roll out to 27 Sephora doors with plans to end the year in 40 doors. Sephora will house the collection along two three-foot gondolas.
“Sephora is the vortex of beauty and makeup. It’s a candy store where you can lose yourself,” said Surratt. The line is also slated to launch at Net-a-porter and Harrods at the end of March, and at Mecca in July. It is currently sold at Barneys New York and Liberty in London.
After spending four years on research and development, Surratt launched a sizable collection of 106 items at Barneys New York in October 2013. Inspired by Surratt’s fascination with Japanese beauty products, the line includes a system of shapes that allows women to create personalized palettes, along with items such as Smoky Eye Baton and Autographique Liner.
“Women have really responded to the customization aspect of the line,” said Surratt. He has already expanded shade ranges across certain items, and there’s also a new complexion product slated for fall.
Heleyne Tamir, chief executive officer of Surratt, said, “In our first year, sales have exceeded all forecasts. Our initial launch at Barneys resulted in immediate sell-outs of products and our opening at Liberty is said to have been their most successful color launch to date. This coupled with consumer excitement over the new Artistique Brush collection has propelled the numbers. With the new strategic retail partnerships in place for 2015, we anticipate growth of ten times our current sales volume.”
As for how Surratt maps out its retail distribution strategy, the makeup artist said he asks a simple question, “Is it a place that I would like to shop myself?”