Hair equipment model Emi Jay is embarking on a serious retail partnership with Sephora.
The roughly 17-year-old model is coming into the wonder retailer on Tuesday, providing a choice of its widespread hair equipment, hairbrushes and its full hair care line at 390 areas and the Sephora web site.
That is Emi Jay’s newest distribution partnership; nevertheless, it’s the first time the model is providing its hair care to prospects at bodily shops. The model’s hair equipment are provided through retailers like Revolve, Fwrd, Anthropologie and others.
“For me personally, it’s been a long-time purpose,” stated founder Julianne Goldmark. “Additionally, for our prospects and our neighborhood, it’s been a purpose of ours to have an in-store presence. We don’t personal a retailer and we don’t do brick-and-mortar, so exterior of our on-line buying vacation spot of emijay.com, it actually permits individuals to really feel the Emi Jay world and neighborhood in actual life and take a look at the merchandise.”
The Sephora partnership highlights Emi Jay’s hair care line, which it launched in October 2023 with its first product: the Angelstick. Based on Goldmark, Angelstick is the model’s number-two inventory holding unit and has grown in gross sales 102 % year-over-year.
Emi Jay’s Aura Hair Mist
Courtesy of Emi Jay
Emi Jay expanded its hair care class in July with its second product, a hydrating hair masks, and can introduce its third product, the Aura Hair Mist, along with the Sephora partnership.
“It’s bringing somewhat little bit of credibility, pleasure and hype round our hair care line as properly,” Goldmark stated concerning the Sephora partnership. “It’s form of inspiring as a result of we’ll be buying so many new folks that have by no means heard of the model earlier than, who strive one thing new, pair their favourite brush with their favourite hair accent and actually get a really feel for the total line.”
At Sephora shops, Emi Jay will probably be showcased within the retailer’s “Subsequent Huge Factor” wall show, which is Sephora’s space for “rising indie manufacturers,” in accordance with Emi Jay. The show will evenly showcase Emi Jay’s hair care and equipment.
“We’re thrilled to companion with Emi Jay and introduce their fan-favorite equipment and newest line of efficient hair-care merchandise completely to our purchasers,” stated Jennifer Lucchese, vice chairman of hair-care merchandising at Sephora. “With their community-driven method, Emi Jay is dedicated to providing easy and on development hair care equipment and merchandise for all hair varieties, ages and backgrounds that promote self-expression, which we all know will resonate with our Sephora neighborhood. We look ahead to welcoming this model as part of our rising hair care assortment.”
Based on Emi Jay’s fractional chief advertising and marketing officer Claudia Allwood, the model’s hair care contains “somewhat under 10 %” of the enterprise; nevertheless, it’s seen as a promising class as a result of it “has actually excessive progress potential,” citing Angelstick’s progress numbers. She additionally said the hair care is a “prime acquisition sku for bringing new purchasers to the model.”
“The number-one purpose is to actually deliver Emi Jay to the shopper’s IRL,” Goldmark stated. “Clearly, we’re a digital-first model, so we all know via our pop-ups and neighborhood activations that magical expertise that persons are craving and eager to go in-person and expertise their favourite manufacturers and having the ability to contact and really feel them.”
Emi Jay has plans to develop its hair care class with extra seasonal launches.