In just five years, Wander Beauty has launched an Upper East Side pop-up store and has gained distribution in Sephora. With 2019 sales estimated to reach $40 million, this predominantly direct-to-consumer brand has cornered the on-the-go, multitasking, busy-millennials niche. Wander Beauty Co-Founder & CEO, Divya Gugnani, explained how social media has played into the brand’s success.
“From the brand’s inception, when we surveyed 100 women about the pain points in their beauty routine, community has been at the core of Wander Beauty,” Divya said. “We are in constant communication with our consumer through social; she plays an active role in informing our entire product development process, from ideation of our multitaskers to their shade names.”
Social media has globalized trends and products, Divya said, adding that she and her team are finding that as the brand’s social following and brand awareness grow, the appetite for Wander Beauty in international markets grows, too. “We are currently available globally online through Net-a-Porter, and in Sephora stores in Canada, South East Asia, Australia and New Zealand.” She added they’re expanding to Sephora South Korea in October, and will announce a new U.K. retail partner in the coming months.
Wander Beauty is keeping quiet on their upcoming launch, Wanderess Rush Eyeshadow Palette, available September 10. But August launches included Do Not Disturb Overnight Repair Concentrate, $68, an overnight treatment formulated with a non-irritating 1% retinoid to helps diminish the appearance of fine lines, wrinkles and uneven skin tone and texture. It also contains lavender oil to help destress, while squalane and peptides hydrate and improve elasticity. Dragon’s blood and azulene help protect the skin from environmental aggressors the morning after. Another August launch was Layover Hydrating Ampoule, a hydrating super serum, $40, containing a blend of hyaluronic acid, beta-glucan and birch juice to rejuvenate and nourish skin.