Can lightning strike twice?
Online clothing retailer Pink Lily debuts March 10 with Pink Lily, an assortment of 23 multitasking, skincare-infused cheek, lip, eye and brow products priced under $22. We aim to sell beauty products.
Pink Lily began as an eBay storefront founded by husband-and-wife duo Tori and Chris Gerbig in 2011 and has evolved into a $140 million online apparel site offering a wide range of clothing, swimwear, shoes and accessories. .
“We’ve built this incredibly loyal community over the last decade,” says the company, using its Instagram following of more than 677,000 users to inform the company’s innovations and next steps, as well as the best of Pink Lily. Tori Gerbig, who is also managing director, said. “I always take consumers behind the scenes on my personal platform and ask them, ‘OK, what kind of graphic T do you want? What’s missing in your swimsuit? And that’s the big difference with big brands. ”
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And it was no surprise that everyday consumer questions about makeup choices for Pink Lily models prompted Gerbig to pursue a foray into the beauty business.
“People were like, ‘That’s a beautiful dress, but what lipstick is she wearing? Or, ‘Why is she so tanned? What products is she using?’ I look back.
In 2021, the brand launched Pink Lily Luxury Tan Tanning Mousse. This mousse comes in three shades and he met with enthusiasm confirming to Gerbig that extensions beyond apparel could have legs.
“After that, we said, ‘Did you know? It’s not just a tan, let’s get pretty.’ I want to sell lip color, I want to sell eyes. [makeup] — we want girls to be able to complete the pink lily look,” Gerbig said.
Pink Lily Beauty is a collection of vegan and cruelty-free tinted lip oils, highlight drops, hybrid lipsticks and lip liners, dual eye shadows and eyeliner pencils, brow gels and pencils.
“I’m a mother of three and I’m busy with work and don’t have an hour to put makeup on each day,” said Gerbig, noting that the average Pink Lily consumer is between 25 and 45. added. , may also be seeking the convenience of a beauty regimen. “We wanted to focus on multi-purpose products not only because they take up less space and waste less, but because they are easier.”
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The hyaluronic acid derivative sodium hyaluronate, shea butter, vitamins C and E, meadowfoam seed oil, and a range of fruit extracts are among the skin care ingredients found in the line’s formulas. .
Industry sources expect the line, which ranges from $14 for Brow Gel to $22 for Double Bloom Dual Lipstick & Lip Liner, to hit up to $5 million in sales in its first year, but Gerbig estimates You have not commented on
“We have grown our apparel business very rapidly over the years and we want to expand Pink Lily Beauty.With our ambassadors and social media followers, we know we can do it.” Kaitlyn Covington in a limited collection.
“We have a range of drops throughout 2023. We have liquid eyeshadows, plus blushes and holiday palettes. We are thinking about the innovations we want to introduce in 2024, while also releasing our current selection of shade extensions. increase.”
