Dive Brief:
- As DTC brands look to enter new product categories, Public Goods is expanding into skin care with the launch of a skin care collection of six products priced at less than $15, the company confirmed via email to Retail Dive.
- The collection includes a creme cleanser, a vitamin C serum, a clay mask, a night moisturizer, an eye cream and a facial mist. Among the ingredients used in the product are kaolin clay, aloe juice and coconut alkanes, the company said.
- The company is kicking off the product line launch with a “Made in Nature” campaign, which shows real skin next to natural ingredients used within its products, per the announcement.
Dive Insight:
Public Goods’ entry into skin care follows a large brick-and-mortar expansion last year. In a deal with CVS, the drugstore chain introduced Public Goods’ products into select stores in January 2020 before expanding the line into 2,000 CVS locations across the country, a move it made to appeal to health-focused consumers.
Skin care has been a busy sector within the DTC space. In July, Walmart brought DTC brand Bubble’s skin care products to 3,800 Walmart stores across the country. Earlier this year, CPG giant Unilever purchased DTC skin care brand Paula’s Choice, and Function of Beauty acquired Atolla, a personalized skin care brand, for an undisclosed sum in August.
As more established brands and retailers have bought digitally-native skin care brands, companies in the segment have also raised money to expand their reach. Merit, a DTC beauty brand founded in January, raised $20 million in Series A funding and announced plans to sell its products via more than 800 Sephora stores by the end of 2021. In February, skin care company Heyday raised $20 million in Series B funding and announced plans to expand to “hundreds of stores” over the next five years.
