Dive Brief:
- DTC skin care brand Dieux on Tuesday launched on Sephora.com and will enter 714 of the retailer’s stores starting March 6, according to details shared with Retail Dive.
- The partnership marks the first wholesale partnership for Dieux as the brand seeks to grow its consumer base through multiple channels.
- Sephora will carry Dieux’s Air Angel gel cream, Instant Angel moisturizer, Deliverance serum and Forever Eye Mask.
Dive Insight:
Founded by Marta Freedman, Charlotte Palermino and Joyce de Lemos, Dieux business model is to bring “accountability and honesty to the beauty industry through clinically vetted skincare that is price transparent,” according to the company.
The brand uses vegan and sustainably sourced ingredients, and provides price transparency by including the cost of formulas, packaging, labor, payment processing and shipping.
The move into retail by Dieux represents yet another beauty brand entering Sephora as the mass retailer attempts to stay relevant in the clinical skin care category. One example is British luxury skin care brand Elemis, also launching at Sephora this month.
“With this retail partnership, Sephora is bringing on Dieux to further unlock a world of possibilities for thousands in their community who no longer want to bank on miracles but instead are eager to tap into simplified, yet effective rituals that produce real results; all while understanding exactly what they’re buying and how it works,” the company said in its announcement. “Its ultimate goal is to continue revolutionizing online skincare education.”
Educating consumers about skin care on Instagram and TikTok are the two platforms most used by the brand.
Palermino, the brand’s CEO, has used her personal Instagram account to talk to consumers about the good and bad that comprise the skin care industry. Palermino posted an video using a filter to age herself, in contrast to popular filters used to blur lines and create a perfect complexion. In her post she addressed the natural process of aging, writing “Let’s talk about this, genetics and the privilege of getting older. Like… we get to worry about getting old? That’s a luxury.”
