Skin + Me, the dermatologist-prescribed skin care brand which prided itself on not being found on the high street, has broken into physical retail for the first time.
The business, best known for products such as its Daily Doser, brought its highly personalised skin care line to John Lewis and Boots stores in October.
The move away from a digital-first retail model felt surprising, as the brand has not shied away from marketing which carries an ‘anti-high street skin care’ message.
This is evident even before clicking through to the Skin + Me website, with the Google listing being titled ‘Skin + Me vs High Street Skincare’.
The brand’s homepage, meanwhile, displays a list comparing the benefits of Skin + Me to other high street beauty skin care ranges.
“Our combinations of scientifically proven active ingredients are a whole lot more effective than anything you can get on the high street,” a statement on Skin + Me’s website reads.
Despite this ethos, Horatio Cary, CEO and co-founder of Skin + Me, tells Cosmetics Business that brand research found at least 75% of sales happen in-store versus online.
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