Luxe beauty brand Le Métier de Beauté is on track to double its business next year, armed with an aggressive global strategy and a series of new products.
The eight-year-old company, which does the vast majority of its business in Neiman Marcus — it’s sold in every door with the exception of three — is expected to hit $50 million in sales in 2017, according to Richard Blanch, founder and chief executive officer of Le Métier de Beauté.
“We went from being a high growth brand to a high volume [brand],” Blanch told WWD last month, noting that Le Métier had a higher sales volume during the third week of July at Neiman Marcus than the entire month of July last year at the retailer.
He predicted sales of $22 million for 2016, and said sales with Neiman Marcus will increase by 100 percent in the next 12 months. The line is also carried in Bergdorf Goodman and Net-a-porter, and come Sept. 1, will enter 26 Space NK Doors in the U.K. By the end of 2016, Le Métier will roll out to the rest of Space NK’s 44 stores — bringing the total door count to 70.
Along with retail expansion, the brand introduced four new color products this summer: Afterglow, a hydrating foundation, priced $75, and Anamorphic Lash Mascara, $34, as well as 12 shades of liquid lipstick and 10 shades of full coverage glosses that both retail for $42. A Hydra-Plump Lip Serum, $95, came out in July and two skin-care serums — Peau Vierge Radiance Serum and The Perfector — will hit counters in September.
Le Métier is taking its best-selling Peau Vierge Antiaging Complexe, the treatment product with a patented delivery system and color benefits that ranges from price points of $125 to $175, and introducing a corresponding serum, Peau Vierge Radiance Serum.
Blanch, who called the Complexe “the first real high-end hybrid product,” explained that while not a BB Cream, the formula – a light foundation or tinted moisturizer with a radiant finish –contains retinol and delivers a host of antiaging ingredients.
The company is building on the success of this hybrid product with the $175 serum, which Blanche created in partnership with Hylton Lea and Monica Gallegos, director of skin care and vice president of sales at the brand, respectively. Intended to be used as a primer that tightens pores, clinical trials have shown that absorption rates of active ingredients are as high as 80 percent, compared to the average absorption rate of 8 percent, according to Blanch.
“We seem to be growing at the 50-50 split [between color and skin care], which is where we would like to be. We might swing a little more skin care at the time,” Blanch said. He’s in talks with retailers in the Middle East and Asia about expanding to those regions.
The company had a small bump in the business in late 2013, a result of an investor dispute, according to Blanch. The company had to declare bankruptcy in early 2014 in order to restructure the company under new ownership, Blanch said, adding that business remained unaffected during this time.