Volition Beauty increases products on Sephora’s shelves

Following the brand’s launch at Sephora it is preparing to release three products into stores across the US

Skin care brand Volition Beauty has announced it will release more beauty products into Sephora stores across the US.

This follows the brand’s announcement earlier this month that it has inked a retail deal with the major beauty retailer.

The products joining the collection are its new Prismatic Luminizing Shield SPF 30 ($35), Helix AM/PM Eye Gel ($38) and Tumeric Brightening Polish for Face and Body ($52).

Volition’s co-founder and CEO, Patricia Santos, said: “Community-driven brands are undeniably creating a sea of change in how the beauty industry thinks about the future of innovation and customer interaction.

"With Sephora’s continued support, Volition is realising our vision to bring inclusive, participatory beauty to a broader community.”

Santos added: “We are particularly excited for our innovators whose inspired beauty breakthroughs are being showcased across all Sephora stores.”

Volition’s strategy involves putting consumers at the forefront of the products it develops.

It does this by asking consumers to submit prototypes for beauty products, vote on ideas and shop products created by companies that are similar to them.

The brand’s innovators then partner with labs and chemists in order to create the products, but only the most favoured products are ever put into production.

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