Dive Brief:
- DTC clean deodorant brand Curie has launched its products in 4,300 Walmart stores and on the retailer’s website nationwide.
- Walmart will carry several of Curie’s products, including the Deodorant Stick ($12.97), Deodorant & Body Spray ($13.97) and the Armpit Detox Mask ($13.97) in three fragrance options: Orange Neroli, White Tea and Coconut Nectar, according to a press release emailed to Retail Dive. A total of seven SKUs appear on Walmart’s website.
- The partnership with Walmart follows Curie’s 2022 appearance on ABC’s “Shark Tank” where its founder, Sarah Moret, received a deal of $300,000 in return for 10% equity and 4% advisory fees from celebrity investors Barbara Corcoran and Mark Cuban.
Dive Insight:
Moret launched Curie in 2018 and claimed sales of $125,000 that first year. By 2020, sales increased to $700,000, per the company.
The company raised a total of $1 million between two friends and family rounds in 2018 and 2020 as the brand continued to grow. Curie was on a path to increase revenue to $2 million in 2021 prior to the appearance and subsequent deal on “Shark Tank.”
Following the “Shark Tank” appearance, Curie had $250,000 in sales in three days. That was double the revenue the company had during its entire first year in business. The appearance helped transform the business into a profitable brand with 900% year-over-year sales growth and revenue of $10 million, per the company.
As of today the brand does 90% of its business direct-to-consumer but the company is looking to have at least half of their business come from Walmart. Curie products are also found at other retailer including Nordstrom, Anthropologie, Soulcycle, Equinox and a number of small fitness studios.
“Curie’s a brand for humans in motion,” Moret said in a statement. “We know our consumers live life on the go, and our convenient placement in thousands of retail doors will allow us to meet our customers where they are.”
The partnership between Walmart and Curie comes as more retailers place greater emphasis on clean beauty products. Walmart earlier this year launched a clean beauty platform, which includes more than 900 products. Both Sephora and Neiman Marcus built out clean beauty sections in 2019.
“Walmart shoppers are looking for new, innovative and effective products to add to their personal care routines, and we believe Curie’s focus on natural offerings will be a great addition to our assortment,” Kerry Robinson, Walmart’s senior vice president of personal care and beauty merchandising, said in a statement.
The Walmart launch will feature a multi-channel strategy geared to drive customers in-store by engaging Curie’s online community and “Sniff Club” loyalty members, and through activation of Curie’s first ever out-of-home campaign.
