E-commerce start-up Brandless is actually testing the beauty market

Brandless wants to do to beauty what the idea’s already done to crunchy peanut butter, tree-free toilet paper as well as porcelain mugs.

“The typical family around the country is actually spending a lot of money on [beauty items],” co-founder Ido Leffler told CNBC. “If we can help alleviate the cost … I feel like we can make that will easier for people.”

Founded by Tina Sharkey, who has worked at Johnson & Johnson, as well as Leffler, who co-founded beauty brand Yes To, Brandless sells everyday essentials, directly to consumers, all at $3 a pop. that will goes for Brandless’ organic snacks, coffee, as well as an array of household items as well as office supplies.

right now, Brandless hopes to tap into a booming beauty market that has a selection of $3 items including lotion, mouthwash, shampoo as well as facial cleanser.

“For me This particular is actually personal … that will everyone can get natural as well as organic, clean beauty products at a value proposition that will makes sense for everyone,” Leffler said. He explained that will customers were increasingly requesting beauty products on the site that will Brandless didn’t have, hence the push to enter the market.

Today, Brandless’ value proposition stands in stark contrast to many consumer packaged goods companies or various other beauty retailers. In tacking on excess fees, many businesses look for higher margins from the beauty market, according to Leffler.

Investors have shown interest in Brandless’ desire to be different, too. Before its launch This particular summer, Brandless had already raised more than $50 million, spread over three rounds of funding.

The e-retailer was incubated by Sherpa Capital, where co-founder Sharkey was once a venture partner. as well as the e-commerce business received various other seed funding through California-based Cowboy Ventures as well as Slow Ventures.

Without partnering with various other retailers, Brandless is actually approaching selling more than 300 SKUs on its website, as well as growing.

A slew of e-commerce-based businesses has found similar rapid growth in 2017, such as mattress company Casper, which right now features a partnership with Target, as well as Jet.com, which was acquired by big-box giant Wal-Mart.

Eyeglass retailer Warby Parker as well as men’s clothing company Bonobos started off online nevertheless have since been opening up physical stores. Untuckit as well as Allbirds offer various other examples of the same strategy.

For Brandless, as the idea adds more items to its website, the company will bypass certain distributor costs, sales trade costs as well as various other fees associated with retail distribution. In choosing to only sell its products via Brandless.com, the company said the idea aims to create more intimate relationships with customers.

“There’s no shortage of brand new opportunities,” Leffler said ahead of the beauty products launch.

Brandless also had a goal of creating a “cleaner” beauty line, as well as “banned” more than 400 potentially harmful ingredients through its production process. the idea’s a bold stance that will some restaurant chains, like Panera Bread, have taken in advocating for safer or organic additives. as well as Leffler as well as Sharkey agree that will consumers should be thinking about what they’re putting on their bodies, as much as they think about the food they eat.

A few of Brandless’ beauty items are entirely fragrance-free. Others that has a seasonal twist, like Brandless’ maple ginger-scented hand soap, will rotate through the website.

The entire beauty line is actually right now available for purchase on the website.

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