Prose Goes to Canada, Mutha to the U.K., and More Brand Expansions – WWD

Beauty brands are starting 2022 with a big bang, from a distribution standpoint.

A wide range of brands across categories – hair, skin care and makeup – are creating a wider distribution network.

Chief among them is Prose, the d-to-c hair care brand, launched on its website in Canada on January 19. It is the brand’s first foray outside of the US and according to Megan Streeter, chief marketing officer of the company, it won’t be the last.

“The company has grown revenue two to three times this year,” she said. “We see an opportunity globally to be able to deliver as we look to Canada. 17 percent of customers there have expressed an interest in Prose. ”

To support the expansion, Prose has doubled the size of its production site. Last year, it introduced new automation machines that quadrupled production. Among other milestones, it became a Public Utility Company and achieved climate neutrality. Last year, it also expanded to additional products. Industry sources estimate Prose’s revenue will hit $100 million by 2022.

It is also contributing to two new Canadian organizations for Indigenous peoples, the Raven Trust and the Coastal First Nations. “There have been a lot of settlement payments from the Canadian government to Indigenous people,” Streeter said. “We want to be a better company for the sake of it.”

Skincare brand Mutha is also moving into new geographies. The brand, founded by Hope Smith in 2019, launched with Cult Beauty in the UK this week, starting with three original facials and body products, one oil and one butter.

Jones Road, the makeup and skincare brand founded by Bobbi Brown in 2020, has gone into all 10 Credo Beauty stores, as well as online. When the brand launched, WWD reported that sales could hit $20 million in retail sales in the first year on the market. This is Jones Road’s first foray into retail distribution since Brown introduced the line.

The SPF Everyday Humans brand is also expanding its reach. The brand, which launched d-to-c but has been on target.com since last year, will be available at 717 Target stores in February. It now has existing partnerships with Ulta Beauty, JC Penney, Revolve, Free People and more.

In addition, other brands are also entering new retail doors. Winky Lux, a vegan makeup and skincare brand, will enter 350 Ulta Beauty stores this March. Last year, the brand joined Target.

Walmart is also beefing up its offerings. This is the first retail partner of Billie, the razor brand that Schick bought last year. Starting this week, the products will be available at more than 4,000 Walmart locations in the United States, as well as on Walmart.com.

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