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Skincare Brand Futurewise launches into Target

Retail Dive | February 17, 2023

Just a few months after debuting the brand online, Futurewise is now available on Target’s website and is rolling out to stores across the U.S.

Futurewise’s products are focused on a skincare trend called slugging to help moisturize, according to details emailed to Retail Dive. The brand’s three-step system consists of a spray, cream and balm, with each item priced at $24.49. Its branding utilizes imagery of slugs and a bright pink color.

This marks the brand’s first entrance into physical retail after debuting as a direct-to-consumer company in November.

Target has been steadily increasing its beauty offerings over the past few months, bringing in several brands initially focused on DTC channels. Skincare mask company Loops began rolling into Target stores nationwide earlier this month, and haircare brand Function of Beauty launched a new line of styling products exclusively with the retailer in January.

The mass retailer says its customers are increasingly interested in what it calls “clean beauty,” and it’s working with new brands to fill that need, including fragrance company Fine’ry, skincare brand Curology and menstrual brand August, according to an announcement this month.

But Target has also been adding digitally native brands to more than its beauty category. Lawn care company Sunday — which is focused on “natural and non-toxic products” — announced in an emailed press release this week that it entered into a wholesale deal with Target. The retailer also expanded its existing deal with cereal brand Magic Spoon this month.

Founders of Futurewise include Julie Schott and Brian Bordainick, who also co-founded the acne patch company Starface. Starface — which sells brightly colored acne patches in shapes such as stars and clouds — is also available at Target, and snagged $2 million in funding in February 2020, according to Vogue Business.

Futurewise is part of a growing global market. The skincare industry in the U.S. is expected to have a compound annual growth rate of 3.42% from 2023 to 2027, according to data from Statista. Additionally, 73% of sales in the market this year are expected to be from non-luxury goods.

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