Dive Brief:
- DTC skin care brand Curology has widened its reach by officially launching all non-RX products on its own Amazon storefront on Friday. The brand did a soft launch on the site beginning Dec. 28, per a company email.
- The Amazon launch follows the brand’s first expansion into brick and mortar in December 2022 via a wholesale partnership with Target.
- Curology has launched 18 over-the-counter dermatologist-designed skin care products on Amazon, including its top-selling acne cleanser, gel moisturizer, cream moisturizer and emergency spot patch. The launch also includes three new products; Curology’s dark spot serum, liquid pore exfoliant and emergency spot patch clusters.
Dive Insight:
Curology has been expanding its distribution in order to reach customers where they’re shopping.
“Shifting to an omni-channel model enables Curology to reach incremental consumers who prefer to shop skincare at Target or Amazon. This growth in physical availability is a critical step in growing Curology’s household penetration,” CEO Heather Wallace said in an email, adding that the company expects this expansion to Amazon will help it increase sales of its non-RX products beyond its core audience, which is women between the ages of 18 to 34.
Wallace, who previously served as president of the Americas at Revlon, joined Curology in 2022.
Curology achieved profitability in 2022 and generated revenue in excess of $200 million, per Wallace. The company in 2022 said it had a 75% compound growth rate over the past five years.
“We expect our share of retail revenue to grow significantly in 2024 as our partnerships expand, and we remain committed to increasing accessibility to our great products wherever consumers prefer to shop. Our direct-to-consumer website will continue to be the largest driver of our business given our hero personalized RX solutions are exclusive to Curology.com,” Wallace said.
Several DTC companies, seeking to broaden their consumer reach, have also launched on Amazon in recent years, including Care/of, Peloton, Allbirds and Our Place.
