Free People to Launch a Healthy Beauty Line
Free People is introducing a beauty collection and it’s good for you too!
The Urban Outfitters Inc. chain is dipping into beauty retail with an eye towards natural and organic products. Not self-branded just yet, Free People will begin featuring beauty tools from 20 to 30 different brands including The Beauty Chef, Lova & Sage, Fountain, Dr. Alkaitis, Nicole Granato, Sun Potion, RMS and Maya Chia.
The senior beauty merchant and founder of Shen beauty, Jessica Richards, has worked closely with Free People’s chief merchandising officer, Sheila Harrington, to cultivate this health-conscious collection.
“Urban and Anthropologie have done incredibly well with beauty. Everyone is launching beauty, but I don’t think anyone has done it with a natural, organic and wellness focus. Not that everything will be natural and organic, but it will be heavily that way, and nothing will be tested on animals,” Richards tells WWD.
Come October, you can find the products in stores. Free People will launch the collection at Pennsylvania’s King of Prussia mall site. The beauty products will be displayed in the likes of a store within a store. A fully functional beauty bar, with a live specialist, will begin to pop up in Free People stores.
Richards calls it a “shop-in-shop” while explaining, “you cannot sell people beauty without a person who knows what they are talking about. That was part of me coming on board here. If we are going to do it, we are going to do it right.”
Between Free People’s Movement Collection, which features yoga and running activewear, and the new beauty line, the brand is focusing on promoting a healthy lifestyle, inside and out. The beauty collection will feature muscle rubs, body detox soaps and even ingestible products, ranging from prices of $6 to $150.
Richards explains her wariness on overpriced products, commenting on the marriage of higher price bath salts, a Shiva Rose product for $66, with smaller and cheaper priced items retailing for $10. The products will also be released online alongside editorial beauty content on Free People’s blog, BLDG 25.
Richards has aspirations to create products unique to the Free People brand, but for now, the brand is content with the assortment of products selected for its targeted consumer.
Richard says, “The Free People customer is 27. She’s out of college. She’s in her first or second job. She has money to spend, and she’s willing to take a risk.”