October 2023

LONDON — As clean beauty brand True Botanicals gets closer to its 10-year anniversary next yr, the brand has one thing on its mind: the U.K. market. So, the brand launched exclusively with retailer Cult Beauty. “We noticed that traffic to our site was from the U.K. specifically and that our bio-holistic approach to skincare was resonating,” said Hillary Peterson, founding father of True Botanicals, in an interview. The choice to partner up with Cult Beauty was resulting from its “high end positioning” and since the location is a “trusted source” for beauty, she said. The retailer is leaning into conscious beauty, which aligns with Peterson’s values for her brand, she noted. “They're a digitally native brand, identical to we're, so it just made a...