Curology Steps Up Its Game on Amazon
Amazon now stocks DTC skincare brand Curology
Let's talk about Curology, the DTC skin care brand that's not afraid to shake things up! They recently expanded their horizons by officially launching all their non-prescription products on their very own Amazon storefront. This happened on Friday, following a soft launch on the platform since December 28, as per a company email.
This Amazon launch is the next step in Curology's journey, coming after their initial foray into brick-and-mortar stores in December 2022, thanks to a wholesale partnership with Target.
So, what's new on the Amazon front? Curology has introduced a total of 18 over-the-counter, dermatologist-designed skin care products on Amazon. These include their top-selling acne cleanser, gel moisturizer, cream moisturizer, and emergency spot patches. In addition, they've launched three new products: the dark spot serum, liquid pore exfoliant, and emergency spot patch clusters.
Now, why this move? Curology is all about reaching customers where they shop. As CEO Heather Wallace put it in an email, "Going omni-channel allows Curology to connect with additional shoppers who prefer to shop skincare at Target or Amazon." Wallace, who joined Curology in 2022 (previously serving as president of the Americas at Revlon), expects this Amazon expansion to help boost sales of their non-prescription products beyond their core audience, which is women aged 18-34.
Curology has been sailing smoothly, achieving profitability in 2022 and generating revenue over $200 million. In fact, the company reported a whopping 75% compound growth rate over the past five years! Wallace foresees a significant increase in retail revenue in 2024 as their partnerships grow, emphasizing that their direct-to-consumer website will remain the primary driver of their business.
Many other DTC companies have taken similar paths, broadening their consumer reach on Amazon. For instance, brands like Care/of, Peloton, Allbirds, and Our Place have also made their marks on the platform. This trend of DTC brands dipping their toes into Amazon is a testament to their adaptability and Innovation in the market.
Interestingly, Curology isn't the only brand making waves. Function of Beauty, initially a DTC hair care brand, expanded to Target, Amazon, and Walmart with curated product lines, offering pre-formulated shampoos and conditioners while retaining customization options via its direct platform. Similarly, Pretty Smart has been added to Walmart’s premium beauty lineup to increase accessibility.
The beauty market on Amazon is projected to grow to 15% by 2030. Curology and other DTC brands are riding this wave, striking a balance between exclusivity and scalability. By tapping into Amazon's logistics and audience while maintaining brand control through their own channels, they're maximizing their reach without compromising on their unique offerings. Keep an eye on these trailblazers as they continue to shake up the skincare and beauty world!
- AI-powered skincare brand Curology, known for disrupting the DTC industry, has made another move by officially launching its non-prescription products on Amazon.
- The launch, a follow-up from their soft introduction in December, comes after their inroad into brick-and-mortar stores through a wholesale partnership with Target in December 2022.
- On Amazon, Curology has introduced 18 dermatologist-designed skin care products, including their top-selling acne cleanser, gel moisturizer, cream moisturizer, and emergency spot patches, plus three new products: dark spot serum, liquid pore exfoliant, and emergency spot patch clusters.
- Curology's CEO Heather Wallace, who joined the company in 2022, sees this Amazon expansion as a means to connect with customers shopping in lifestyle, fashion-and-beauty, home-and-garden, and retail sectors, aiming to boost sales beyond their core audience (women aged 18-34).
- With Curology achieving profitability in 2022 and generating revenue over $200 million, Wallace expects a significant increase in retail revenue in 2024 as their partnerships grow.
- The trend of DTC brands expanding on Amazon isn't unique to Curology, with companies like Care/of, Peloton, Allbirds, Our Place also making their marks on the platform.
- In the beauty industry, experts project the market on Amazon to grow to 15% by 2030, with DTC brands like Curology and Function of Beauty balancing exclusivity and scalability by tapping into Amazon's logistics and audience while retaining brand control through their own channels.
