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 whole lot of sense to us to begin with them,” said Peterson, who has began expanding True Botanicals into physical retailers within the U.S.

Cult Beauty has turn into a key player in bringing brands to the U.K. market, from Scarlett Johansson’s The Outset to Milk Makeup.

True Botanicals is a component of Cult Beauty’s big skincare focus — of their first month together, the brand has already outperformed their forecasts. Seventeen products from the brand are stocked on Cult Beauty for the U.K. market, from a 24-pound glossy balm; 75-pound Chebula Lively Serum to the Renew Repair Nightly Treatment for 110 kilos.

“Their clinical trials speak volumes of their result-driven formulations, and combined with their Made Protected seal for innovation, safety, and sustainability, this brand is ideal for the Cult Beauty customer in every way,” said Francesca Elliot, managing director of Cult Beauty.

Peterson said she hopes this partnership will likely be a long-term one. The brand has just done the identical thing with Nordstrom within the U.S. because it continues to give attention to its growth within the U.S.

“At this point, we don’t produce other plans for global expansion. We’re one among the top-selling brands at Nordstrom,” she said.

“Our retail launches within the U.S. have been extremely successful. Prior to our launch at Credo, we were probably the most highly searched brand which has resulted in incredible sell through. And on the Detox Market we’ve got consistently outperformed expectations,” she added.

Brooke Shields, who joined as a face of True Botanicals in 2021, will likely be hosting a luncheon to have a good time U.K. launch at Claridge’s.

Other notable faces of the brand have included Laura Dern, Olivia Wilde and Rachel Lindsay.

In March, WWD reported that True Botanicals gained a series B investment from San Francisco-based growth equity firm NextWorld Evergreen.

Although terms of the deal weren’t disclosed, WWD had reported in 2021 that True Botanicals had tapped investment bank Moelis & Company to guage deal options, with sources noting on the time that the brand was projecting sales of around $50 million for 2022.

“True Botanicals directly aligns with NextWorld’s deep conviction in clean beauty. It’s a really special brand that delivers on quality, modern luxury and proven efficacy and is led by a strong and proven team of beauty executives,” Tiffany Obenchain, NextWorld Evergreen managing partner, said. NextWorld has also backed clean beauty retailer Credo.