Sephora is expanding its intimate wellness offerings, as U.K.-based brand Luna Every day launches in 260-plus of its stores and online. This marks the brand’s first foray into the U.S. market.

Luna Every day, founded by Charlotte Tilbury and L’Oréal veteran Katy Cottam, offers microbiome-balancing body care products, protected for intimate skin. The thought for the brand, which markets itself for “head, vulva, knees and toes,” got here to fruition after Cottam had been experiencing microbiome imbalances since she was 19, following a course of intense antibiotics.

“Ever since then I’ve thought that is such an underserved category for girls and folks,” she said.

Upon compiling research from 1,000 women, Cottam discovered that they weren’t only embarrassed by certain feminine hygiene products but were unfamiliar with their anatomy as well. Moreover, she found that these “female-specific products” were creating much more of a stigma, leading her to the concept of pH-balancing products for throughout.

The entire formulas, which were developed with dermatologists and gynecologists, include the brand’s ingredient complex Therma-Biome+, made up of vitamins, prebiotics and thermal water, to take care of the skin’s microbiome.

Starting in May, Luna Every day’s three core ranges (original, hydrating and fragrance-free), created for girls of “all ages and stages,” will likely be available at Sephora doors. Stock keeping units include The In every single place Spray-to-Wipe, $16, a refreshing spray that replaces wasteful cleansing wipes; The In every single place Wash, $19, a mild cleanser, and The Every little thing Oil, $18, a multiuse oil to hydrate and brighten skin, in addition to prevent ingrown hairs. The brand’s entire range will likely be available on Sephora’s website in April.

Launching for the primary time within the U.S. exclusively with Sephora was key for the brand, because it goals to extend its exposure and shift the conversation around intimate body care.

“The U.S. is the fastest-growing market,” Cottam told WWD. “If I believe in regards to the retail landscape, I’ve all the time worked in omnichannel, and I fully imagine for categories like this omnichannel retail is admittedly essential because there’s only to this point the brand can go when it comes to changing consumer behavior [versus] having a retailer step forward and say we’re backing this category.”

To extend visibility, the brand will likely be displayed on Sephora’s Next Big Thing wall, a high traffic section featuring up-and-coming brands. The In every single place Spray-to-Wipe can even be available within the Minis and More section near checkout in 60-plus Sephora doors.

This launch is apart of the retailer’s ongoing commitment to expand its sexual and intimate wellness offerings each in-store and online.

Cindy Deily, vp of skincare merchandising at Sephora, said, “With its inclusive approach and effective, clean formulations, Luna Every day offers products that support the unique needs of girls in any respect stages of life and helps reinforce Sephora’s commitment to this essential, growing category of intimate care.”