Beginning April 1, Tula Skincare will make its debut in Sephora both online and in stores across the U.S. The move is a response to the retailer approaching Tula’s CEO after hearing that hundreds of thousands of Sephora customers were searching for the brand at Sephora stores.

“Tula has been hyper-focused on expanding and building a powerhouse omni-channel brand and channel strategy, with our biggest opportunity being to continue to grow brand awareness,” said Savannah Sachs, CEO of Tula Skincare. “As a doctor-founded brand with a clean, clinical and innovative ingredient story, this partnership is an opportunity to not only expand and build our brand awareness but also to join Sephora’s distinguished skin care assortment as a clean and clinically effective prestige skin care brand.”

To support the new partnership, Tula is executing a 360-degree launch campaign, both in-store and on social media. Savannah said, “We are tapping into our network of influencers as well as the Sephora Squad to create organic and paid content across social media with an emphasis on TikTok which has quickly become our largest social platform.”

Savannah expects this new retail partnership to bring increased brand awareness and strong results from a revenue standpoint, all while attracting new customers to the prestige clean skin care category. Sephora viewed adding Tula to their brand roster as an opportunity to fill a whitespace in their offerings for a clean and clinical prestige skin care brand. “We are at an inflection point as a brand and we are focusing on incremental expansion and continuing to raise the bar in clean skin care,” Savannah said. “Tula engages with the skin care-curious and looks to deepen their relationship with their skin care routine. Sephora’s customer base shares a common foundation that is complementary to our current customer with a larger urban footprint and a ‘skintellectual’ customer that is ingredient conscious, well-versed in clean skin care, and looking for products that are effective and show great results.”

Tula carefully considers each of their retail partners, approaching them strategically and identifying retailers and markets where they can expect to see a strong positive response. “We look to partner with retailers who align with our core values and commitments as a brand, and are proud to be partnering with a leading retailer like Sephora that shares in our commitments to clean beauty and inclusivity in order to be a catalyst for positive change,” Savannah said.

Last August, Tula launched at Sephora Canada to much success. Similar to the U.S., before launching in Canada, Tula was a top search term on “We’re pleased to see that many of our top selling core products in the U.S. have translated well into Sephora Canada and have become best sellers in that market,” Savannah said. “We expect to see a positive response from Sephora U.S. and are excited to see the response to the product curation we’ve worked with Sephora to bring to market.”

Tula is proud to be part of “Clean At Sephora,” particularly because they know how important clean beauty is to Sephora’s customers. “Sephora’s ‘Clean At Sephora’ seal has the highest standards across the industry, and as a doctor founded brand that prides itself on our clean and clinically effective approach to skincare we’re delighted to be recognized under the seal, and alongside the best brands in clean beauty,” Savannah said. “We believe that you shouldn’t have to choose between ingredients that are healthy and that work. Our products feature formulas that leave your skin looking and feeling its best.”

A selection of 30 Tula products will be available in 250 Sephora U.S. doors and online. When curating the offerings, they leaned into categories where Sephora over indexes, such as serums and eye care. “With our in-store footprint, we wanted to create an immersive brand experience,” Savannah said. “Our shelves and product displays will feature custom storytelling elements highlighting the brand’s science-backed, innovative approach to skincare, the benefits of probiotic extracts in skincare, and an introduction to Tula’s founder, Dr. Roshini Raj.”

Tula’s Eye Recharge & Replenish Pro-Ferm Overnight Complex will make its exclusive debut as part of their Ageless collection at Sephora on May 10th. “We wanted to offer Sephora’s community something innovative and unique,” Savannah said. “The product is our first overnight eye treatment and it is richly concentrated to protect and intensely hydrate the eye area while minimizing the look of fine lines and wrinkles.”