Dive Brief:
- Taraji P. Henson's beauty company, TPH by Taraji, on April 12 announced the launch of Body by TPH.
- Body by TPH features 13 products across three categories: cleanse and condition, skin stylers and restoration rituals. Products are priced from $8.97 to $11.97, according to a press release emailed to Retail Dive.
- The line is available exclusively at Walmart's stores and website.
Dive Insight:
Henson spent years making small batches of homemade scalp mixes in her kitchen before finally creating haircare brand TPH by Taraji in 2020, according to the release. Now, the brand has expanded to focus on the body.
"During my journey to love my skin and hair, I realized we all have different challenges and they're simply not talked about," Henson said in a statement. "We created these products with all skin and people of all shades, shapes, and sizes in mind so that everyone can glow from head to toe."
Inking a deal to sell the line exclusively through Walmart follows a trend other DTC brands have pursued in recent years. As the limitations of selling primarily online become apparent, several direct-to-consumer companies have turned to wholesale partnerships to take their products offline and grow their audiences.
DTC razor brand Harry's, for example, formed a partnership with Target in 2016 and has since added its products to the shelves of Walmart, Walgreens, CVS and other retailers.
While the benefits of selling in a mass merchant are obvious for DTC brands, those big-box stores stand to gain as well. By adding popular DTC brands to their shelves, mass merchants can draw in a new, potentially younger customer, to their stores and websites.
And within the beauty space, both Ulta and Sephora have placed greater emphasis on showcasing digitally native brands in their stores as well. Sephora in 2019 featured new beauty brands on dedicated end caps, while Ulta that same year launched Sparked at Ulta Beauty to highlight DTC brands in its stores and online.
via https://www.aiupnow.com
Caroline Jansen, Khareem Sudlow
