Shani Darden’s Skin Care Brand Is Poised for Growth – WWD

Shani Darden’s eponymous skincare has large plans for development. 

The enterprise obtained a minority funding from VMG Companions in December, and has employed Michelle Shigemasa from Murad as chief govt officer. Shigemasa was most lately with Murad, however earlier than that, she labored at The Estée Lauder Cos. for greater than a decade. 

Darden is among the most in-demand aestheticians on the West Coast, with a celeb consumer roster that features Jessica Alba. She gained a cult following for her Retinol Reform product, $88, and raised a seed round from BAM Ventures in 2019.  At that time, {industry} sources estimated the model would do about $5 million in gross sales for the 12 months. 

As of late, the Shani Darden group is targeted on constructing out the model’s product lineup and deepening relationships with present retail companions, Shigemasa mentioned. Darden’s line lately rolled out with Sephora North America, and entered Canadian shops just a few weeks in the past. 

Shigemasa mentioned her aim is to arrange the corporate “for long-term, sustainable development.”

“The first purpose to associate with somebody like a VMG was to actually expedite plans and produce that Shani Darden product with that cult following and expertise to extra customers,” Shigemasa mentioned. Rising model consciousness is at present her prime precedence, she mentioned. 

“The funding permits the model to tug extra levers extra shortly, to spend money on development and naturally to spend money on capabilities and assets,” Shigemasa mentioned. She mentioned that the present group is “excellent,” and that the enterprise might want to make a number of extra hires because it continues rising.

Already, the enterprise has employed Ella Lawrence, a veteran of City Decay and Drunk Elephant, as chief advertising officer, and Lauren Barrett, previously of Too Confronted and Drunk Elephant, as chief working officer and chief monetary officer. VMG backed Drunk Elephant earlier than selling it to Shiseido in 2019.

For Shani Darden, Shigemasa and the group will work to construct out the product assortment with easy, efficient skincare merchandise, according to Darden’s philosophies.

“It’s her ardour for easy but efficient options that’s actually earned the belief and loyalty of her purchasers,” Shigemasa mentioned. “We’ve apparent plans to develop merchandise, however the philosophy will keep the identical.” 

Darden’s retinol merchandise have had a cult following for years, however she’s additionally seen success along with her Intensive Renewal Eye Cream, $68, and Facial Sculpting Wand, $399, Shigemasa mentioned. The model plans to extend launch cadence, from one to 2 new merchandise per 12 months, to 3 to 4 merchandise per 12 months. Gadgets are additionally seemingly on the roadmap, given the success of the wand, she famous.

Trade sources mentioned the model is prone to double gross sales year-over-year, to round $20 million at retail.

For extra from, see: 

Should VCs Be Approaching Beauty Differently?

These Beauty Founders Are Creating New Cultural Norms

Inside Olaplex’s IPO Plans | Shani Darden’s Pores and skin Care Model Is Poised for Progress – WWD


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