This Works is expanding its reach in the U.S. Last night the U.K.-based brand of aromatherapeutic beauty products entered QVC, marking what the brand considers its official U.S. launch.
The shopping network will carry two of the This Work’s most popular sleep products, the Deep Sleep Pillow Spray, which retails for $29, and Deep Sleep Night Oil, $28.
Donna Regii, the recently appointed U.S. managing director and general manager of This Works, told WWD at a press event that the brand has quietly been entering U.S. doors since March, when a limited assortment of products became available in Cos Bar stores. Bluemercury picked up the entire range, which includes products across the body care, skin care and sleep categories, in April.
Prior to this year, select This Works products were available for sale in the U.S. at Space NK, Gee Beauty and Net-a-porter.com. Regii said its customer base “skews older” but is “highly digital.” Last year WWD reported that the majority of product sales came from thisworks.com and key wholesale accounts in the U.K.
In 2015, Tengram Capital Partners LLC acquired This Works Products Ltd. for an undisclosed sum. The brand was founded in 2003 by Kathy Phillips, the international beauty director for Condé Nast Asia and former health and beauty director at Vogue U.K.