Naomi Watts’ Stripes is broadening its reach — in additional ways than one.
The menopausal beauty brand is now available online at Sephora, marking its first retail expansion since debuting last October at Onda Beauty, Amazon and direct-to-consumer.
“Sephora has definitely captured the hearts and minds of the younger market, and products are needed for ladies in [my] age group,” Watts said. “I’m so glad Sephora has shown this belief in us, because I feel like Stripes will help fill that void.”
Stripes’ full 12-product assortment, which ranges in price from $15 for a travel-size thickening hair mask to $85 for The Power Move hydrating face serum, has landed on the retailer, which is expanding its range of products geared toward aging consumers.
“We’re thrilled to have added Stripes to our assortment as we proceed to grow this vital, emerging area inside beauty and wellness and support our clients through all of their life stages, including menopause and perimenopause,” said Cindy Deily, vice chairman of skincare merchandising at Sephora.
Following a listening-filled few months in the marketplace, Stripes is on the brink of broaden its own assortment, too.
“Our top products are our face serums and [Evening Wear] moisturizer, but then our vaginal stock keeping units have been phenomenal as well,” said Deb Millard, president of Stripes on the brand’s parent company, Amyris. Stripes’ vaginal products to this point include a hydrating gel, intimate oil and a prebiotic and probiotic complement meant to balance pH.
“We’re open to exploring tools, we’ve got some vitamins down the road — we’re all the symptoms of menopause and considering of how we will construct solutions around them,” Millard said.
Though the brand declined to comment on sales performance, industry sources estimated on the time of its initial debut that Stripes could do around $3 million in first-year retail sales.
“A lady’s story is powerful at every stage of their life,” said Watts, adding that the brand’s positive reception has not only been gratifying, but liberating. “At first, I used to be somewhat more careful about what I said; I used to be nervous that being so open could create an ending in my work as a number one lady.”
Moderately, the alternative effect has taken hold: Watts has recently starred in productions including Netflix and Ryan Murphy’s “The Watcher,” and a remake of the horror film “Goodnight Mommy,” all while immersing herself further in menopause-related conversations, live events and brainstorming sessions for Stripes.
“Now it’s like, ‘OK, let’s lay all of it on the table — we will’t be half-measured about this,’” she said.
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