Amazon now offers Curology, a direct-to-consumer skincare brand, giving customers an easy online access to personalized skincare treatments.
Copping Curology's Clever Move
- Skincare gurus Curology have boldly expanded their horizons, officially joining the Amazon marketplace, kicking off sales of their non-prescription products on their own storefront as of last Friday. The brand had quietly entered the scene on Amazon, starting December 28, according to an email sent out by the company.
- This Amazon leap follows Curology's initial foray into brick-and-mortar retail back in December 2022, courtesy of a wholesale partnership with none other than Target.
- The Amazon debut sees 18 skincare wonders, all designed by dermatologists, hitting the shelves. It's not just familiar faces like Curology's best-selling acne cleanser, gel moisturizer, and cream moisturizer, but also three new lovely comrades – Curology's dark spot serum, liquid pore exfoliant, and a cluster of emergency spot patches.
The Skinny:
Curology is swimming towards its customers, offering skincare goodness wherever they choose to dive in.
"Going omni-channel lets us dance with consumers who dig skincare shopping at Target or Amazon. Increasing physical availability is crucial for growing our Curology fam," CEO Heather Wallace shared in an email, hinting that they expect this expansion to Amazon to help boost non-prescription product sales beyond their core audience, which are fabulous 18-34-year-old women.
Wallace joined Curology in 2022. Prior to that, she served as the president of the Americas at Revlon.
Curology declared victory in 2022 and raked in revenue surpassing $200 million, as per Wallace. The company boasted a whopping 75% compound growth rate over the past five years.
"We anticipate our off-the-prescription revenue to swell substantially in 2024 as our partnerships tighten. Our beloved direct-to-consumer website will remain the Caliente player in our business, as our personalized RX solutions are exclusive to Curology.com." Wallace added.
Many DTC brands, thirsty for wider audiences, have hopped on the Amazon express in recent years, joining bigwigs like Care/of, Peloton, Allbirds, and Our Place.
Trending Beauty Battlefield:
While Curology's Amazon strategy was not spilled here, the bigger picture tells a tale of DTC brands playing the multi-channel growth game – online marketplaces, social platforms, and physical retail partnerships. Combining these channels helps them elevate accessibility, a crucial step in skincare success.
Brands like TOMS Shoes and Airbnb nicely showcase the power of storytelling and case studies for differentiation within new distribution channels, an approach beauty brands could borrow when venturing into new territories.
- In an effort to reach more customers, Curology's CEO, Heather Wallace, stated that the brand is "dancing with consumers who dig skincare shopping at Target or Amazon."
- Curology's expansion to Amazon's marketplace is expected to help boost non-prescription product sales, particularly among the brand's desired demographic of 18-34-year-old women.
- The original 18 skincare products from Curology now available on Amazon include their best-selling acne cleanser, gel moisturizer, and cream moisturizer, as well as three new additions: dark spot serum, liquid pore exfoliant, and emergency spot patches.
- Curology's growth rate over the past five years has been a impressive 75%, with revenue surpassing $200 million in 2022.
- Many direct-to-consumer (DTC) brands have jumped on the Amazon express in recent years, following the footsteps of brands like Care/of, Peloton, Allbirds, and Our Place.
