Clean beauty is becoming increasingly easier to access, thanks in part to Follain, the expertly curated beauty marketplace that launched in 2013. After the company shifted to become a digital-first brand last year, its products became widely available, and its growth has since skyrocketed 200 percent, according to a brand rep. Now, similar to how digital-first activewear brand Outdoor Voices is expanding, Follain is set to revisit physical locations by opening 10 stores coast to coast by the end of 2019, it announced today.
The shops confirmed to come in 2018 are in Seattle, Dallas, and Bethesda, MD. And the new brick-and-mortar spots will go beyond the setup of Follain's current locations in Boston and summer shop in Nantucket.
"Our stores in Seattle and Bethesda will both be in really interesting lifestyle centers that have a great mix of emerging brands, restaurants, and even fitness studios." —Tara Foley, Follain founder
"Our stores in Seattle and Bethesda will both be in really interesting lifestyle centers that have a great mix of emerging brands, restaurants, and even fitness studios," founder Tara Foley tells me. "Our mission has always been to grow the clean-beauty movement and build a community, so we're beyond excited to be able to do that in these new cities." Adding to that community feel is Follain's just-launched advisory board of scientific experts who will work with Foley behind the scenes and also contribute to the brand's new Clean Beauty 101 blog.
Foley says the data Follain collected from its online business helped her plan which products and experiences customers would want to see in the upcoming physical locations. The stores will mix the best of both worlds from the brick-and-mortar spots and the brand's digital presence, meaning they'll still have the same beloved "aspirational bathroom feel" (think white tiles, wood and copper touches, and big basin sinks for testing products!) as well as screens for interactive digital content.
"With that foundation of consumer awareness from our online business, we'll be able to focus on expanding our physical store fleet across the country," Foley says. "Clean beauty will always be an incredibly tactile experience that lends itself to in-store shopping, so our goal is to meet the customer wherever she wants to shop through a mix of online, permanent storefronts, and pop-up experiences."
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