Despite the havoc wrought on the beauty industry in 2020, U.S. prestige hair care began to bloom. The category grew 8 percent in a year that saw overall prestige beauty sales fall 19 percent, according to The NPD Group.
Bread Beauty launched its products in July via a partnership with Sephora. Courtesy of Bread Beauty Supply “People [are] learning for themselves,” Heim said. “People are discovering more about why they do certain things with their hair, why do certain ingredients exist in certain products, what is the growth cycle of hair.”Bread launched with three products — a hair wash, mask and oil — that are sold individually and in a kit, priced at $58. The kit has been Bread’s best-selling product, according to Heim.
“Especially as a new brand, when you have a partnership like Sephora, you should rely on them a lot more,” she said. “It makes sense to not necessarily look at your split of sales between d-to-c and Sephora and how you want that weighted in a binary way. I think you leverage Sephora for what they are, which is the ultimate beauty retailer. That can be a huge channel for you. If Sephora does well, we do well.
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