Nubyén arrived on the British beauty scene in 2016 with a single product, Nubyén Nude, now its bestselling plumping lip gloss.
The clear gloss product containing vegan and natural ingredients like hyaluronic acid, menthol and Balinese lemongrass quickly gained a cult following at the e-tailers Beauty Bay and Feelunique, and sold out three times off the bat. “Girls just loved it,” says Nubyén founder and doctor Lola Rachel. “It was a slightly higher price point for [Beauty Bay], but they loved it so much because we were speaking to that consumer.”
Like many of Nubyén’s products to follow, Nubyén Nude was developed by a team of physicians, including Rachel, to be a non-invasive topical alternative to in-demand cosmetic dermatology treatments. Since it debuted, the brand has expanded to over 20 face and body offerings ranging in price from approximately $20 to $70. Nubyén’s facial serum, Beautox, is a Botox alternative formulated with adaptogen amino complexes such as niacinamide chosen to initiate a reaction in deep dermal skin cell layers, bright and lift skin. The brand has also released stylish activewear primarily priced from $75 to $200.
Nubyén founder and CEO Lola Rachel
After completing a rebrand, Nubyén is entering the United States in a major way this year. In the spring, it premiered in Revolve’s assortment with several beauty products. Among those available at the e-commerce destination are Dermher Filler Serum ($75), Val-î-date Sea Ivory Soak ($20) and Val-î-date Glo Enhancing Allatonin Cleanser ($30). In addition to beauty products, Nubyén has created a custom sustainable activewear collection with the online retailer. Next month, the brand will introduce its popular beauty items on Net-a-Porter and Walmart.com, where it’s involved in the retailer’s Walmart Prestige initiative.
“We’re so excited to launch and add Nubyen Beauty to our brand portfolio on Walmart.com,” says Monica Sheldon, a prestige beauty merchant at Walmart. “We are focused on building our prestige beauty category, specifically within niche and indie brands that bring unique and innovative products to our customers. Nubyen Beauty‘s alternative products to minor surgical procedures bring exactly that, while helping enhancing women’s existing beauty.”
Walmart has been on a tear of late picking up indie beauty brands. Most of them like Bubble, which launched online and at stores in July, and Vow Beauty, which will land at the megachain soon, are accessibly priced and zero in on gen Z consumers. Nubyén is illustrative of Walmart’s play to capture a more mature and affluent consumer that will feature a forthcoming prestige beauty portal. “We were blown away by their strategy,” says Rachel. “The website will look very prestige, very premium. They’re also focusing on inclusivity, having quite a diverse range of brands. They’re going to be surprising their consumers a bit with who they bring on.”
Along with Nubyén’s lip products and facial skincare, Walmart and Net-a-Porter will carry the brand’s Muse Glow Enhancing Highlighter Powder ($57), Val-î-date Lipid Freeze AHA Peppermint Body Firming Treatment ($43), Val-î-date Eucalyptus and Lavender Deep Tissue Dream Cream ($38), and a duo of brow products, Lash + Brow Prósperity – Enhancement Serum ($57) and Restore Me – Photoactive Elevator Brow Pomade ($70).
Rachel mentions Nubyén’s natural Enhancement Serum has only 12 ingredients. “Many traditional lash serums have a medication that was discovered from chemotherapy to make lashes grow, but can have side effects,” she says. “Ours uses omegas, candlenut oil and other really lovely clean ingredients that help condition the hairs and strengthen the bonds.”
The power of nature has been an integral driver for Nubyén. A trip to Bali provided inspiration for the brand. “It was just the lifestyle there, very clean, minimal, yoga, good food, good weather,” says Rachel. “We were drawing on the back of napkins at a little beach bar. That’s where we came up with the name, came up with the concept and, then, it was built up from there. Bali revealed that nature was the source of all good things.”
Nubyén’s Restore Me – Photoactive Elevator Brow Pomade ($70) is one of the brand’s beauty products launching on Walmart.com and Net-a-Porter next month.
Rachel estimates Nubyén spent just under 100,000 pounds or roughly $136,500 at the current exchange rate on its rebrand. She notes Nubyén saved money because it handled the refinements in-house. “We’re quite lucky in that sense,” says Rachel. “We have our own designers here and everything’s made here in the U.K., which helps save costs and helps with our ability to be as involved in the process.”
Nubyén isn’t finished with global expansion. Rachel has her sights set on other areas of Europe and Asia. “We try not to be limited by a pandemic or by the fears that we’re put under,” she says. “We see that there is opportunity and competition, but I want us to be different. I want us to make a difference, to give people the tools that they can go ahead and reach their goals, relationship goals, career goals, fitness goals. We can be part of their journey.”
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