A bevvy of new brands from the U.K. are landing in Target beginning 2021. Here, the best of the bunch.
What’s happening: The vegan, sustainable skin care brand, which stands for By Beauty Insiders, is expanding into the U.S. after a successful launch in the U.K., where it is currently sold in Asos, Boots, FeelUnique, LookFantastic, Morphe and Naturisimo. Beginning January 17, the brand will land in 1,841 Target doors.
What else: BYBI Co-founders, Elsie Rutterford and Dominika Minarovic, just announced a $7 million Series A fundraise to shepherd the brand’s expansion, led by Point King Capital, joining existing investor Unilever Ventures. Ian Lopatin, Co-founder of Spiritual Gangster, also participated in the round as an angel investor.
History at a glance: In 2015, the London-based entrepreneurs set out to disrupt the clean beauty industry after realizing many of the ingredients in their favorite products weren’t actually providing real results for their skin. Elsie, formerly of Apple and Facebook, and Dominika, a former digital head of sales in advertising, soon launched Clean Beauty Insiders, a blog, book and podcast, cultivating a community of clean beauty lovers that sparked the inspiration for founding BYBI. As trained skin care formulators, (the two earned diplomas in Natural Skincare Formulation from Formula Botanica) and with the line developed in-house, BYBI harnesses the science behind vitamins, probiotics and supplements to address all skin tones, types and ages.
Sustainability mission: BYBI has developed its own auditing system, The Susty Score, which grades three factors to glean an ingredient’s carbon footprint and decipher what impact it will have on the environment. The system takes into account the harvesting process of every ingredient, their source location and mode of transport to point of production, and the heavy use of upcycled ingredients in more than 50 percent of the range to negate the need for a secondary supply chain, therefore dramatically reduced energy consumption. All manufacturing for BYBI production will run on green energy from 2021 onwards.
Price: Each product in the line is priced at $35 and below.
Rhyme & Reason
What’s happening: This new hair care brand from the U.K. is making its retail debut in 1,200 Target doors January 31, 2021. The brand is looking to redefine sustainability within the mass market.
What else: Rhyme & Reason looks to combine performance with on-trend positioning. There are regimes targeting different hair types, each comprised of a shampoo and conditioner. Regimens include all hair types; fine, flat hair; color treated hair; dry, damaged hair; and curly, textured hair. Each uses different active ingredients in formulas.
History at a glance: The brand is under the portfolio of SLG, an international company fueled by fashion and trend with more than 30 years’ experience in beauty. They are comprised of an integrated design studio, R&D lab and a business community with the collective aim of imagining and building remarkable brands.
Sustainability mission: At the heart of Rhyme & Reason’s being is the Expert Circle, a community of like-minded pioneers comprised of environmental campaigners, packaging materials scientists and innovators, professional hair experts and global trend beauty commentators. The brand’s packaging and bottles are made from 100 percent recycled and recyclable plastic. Once each bottle is finished, the entire packaged product can go right into a recycling bin. Additionally, Rhyme & Reason looks to donate 1 percent of sales each year to environmental causes.
Price: All products retail for $8.99.
Amie Naturally Kind
What’s happening: A natural skin care line for tweens is launching at Target at the beginning January 2021.
What else: Scientifically developed and dermatologist approved Amie’s mission from the very start has been to “go above and beyond to understand the complexity of young skin, and to develop products that deliver results for teen skin,” said Becky Eastgate, Brand Director. Amie means friend in French as it aims to be skin’s best friend. All products are free from parabens, sulphates and mineral oil, and are vegan and cruelty free.
History at a glance: Amie launched in the U.K. in 2008. The brand has been redeveloped by SLG Brands, with new and improved formulations, all made in the U.K.
Hero Products: There are no hero products as there are three ranges made for three skin types: Clear + Calm for oily skin; Soft + Smooth for normal/dry skin, and Glow + Bright for dull/lacklustre skin. Each collection has several offerings including face wash, moisturizers, masks, cleansing sheets and more.