E-commerce has made it possible for many start-ups to break into the beauty business without acquiring shelf space at a traditional retailer. These days, success in cyberspace can often lead online brands to brick and mortar. Such is the case at skin care company bioClarity. Having posted tremendous growth via its own website and Amazon, this San Diego, CA-based brand is taking that step with Urban Outfitters.
 
“In the last year alone, we have increased orders by more than 250% while being exclusively direct-to-consumer online via our website and Amazon. By securing a brick-and-mortar retail partner, we are able to get the products in front of our target consumers in a physical setting where they can experience the products in person before buying,” Rick Sliter, CEO, told Happi.
 
According to Sliter, this physical presence “helps lend incremental credibility to us as a brand and our marketing.”
 
Urban Outfitters touts a curated selection of clothing, tsotchtcies and niche beauty products. The retailer will carry bioClarity’s Cleanse, Treat, Restore, and Hydrate products inside six of its top performing locations, including four in New York City, one in San Francisco and one in Los Angeles.
 
Sliter contends Urban Outfitters is the perfect setting for the brand.
 
“We could not have found a better retail partner than Urban Outfitters,” he said. “Our core demographic is the Millennial and Generation Z groups, and Urban Outfitters’ customer base aligns perfectly with our target demographic. We admire how they have placed a focus on curating products in-stores and online for their customers, making it a one-stop-shop for most of their needs. Being available in select Urban Outfitters stores nationwide and online will allow us to reach more of our demographic than before.”
 
That demographic knows what it wants when it comes to skincare products: an affordable price point and ingredients they trust—and that is just what Sliter asserts bioClarity delivers.
 
The brand  is priced between $9.95-$32.95 and its core products feature plant-based ingredients, including a proprietary chlorophyll and copper formula called Floralux.
 
Another critical piece of the puzzle: proof that the products work. 
 
“We have clinical research to prove their efficacy,” Sliter said.
 
Having expanded its retail reach, bioClarity is also expanding its product roster.
 
A new serum is due out this month, and company officials said the brand will expand its product portfolio further in facial and body care lines by mid-year.
 
To create products that appeal to customers, Sliter said the brand taps the expertise of key partners.
 
“We work with product formulators with significant depth of experience in creating great products with high quality standards and excellent process controls in place,” Sliter said.  “In addition to this expertise, we also look for partners who are collaborative, innovative, and stay on top of industry trends. When we marry this with our internal team expertise, we find this helps us create great, high quality, efficacious products that stand out in the marketplace.”