Dr Sam declares “Sephora Time, we’re ready” as it commences expansion
Dr Sam Bunting has selected Sephora as the first third-party retailer in the UK for her eponymous skincare line. After six years of growing its D2C business, Dr Sam’s is on track to report triple-digit growth this year and broaden its horizons.
Last year, when TheIndustry.beauty asked Founder and CEO Dr Sam Bunting why the company only retails DTC, she said: "It's about launching potent products and gaining knowledge about the customer... I believe in creating something slow, steady and built to last. However, we've had lots of interest over the years and I think now is a great time for us to expand and move into retail."
So be it, she was ready to take the plunge. Dr Sam added: "I’ve been a retail-refusenik. I’ll admit it. But…when our customers spoke, I had to listen. Following an extensive market research project last year, the message was clear. Our most loyal fans wanted to get their hands on product IRL, especially when it came to new launches. I feel giddy with excitement at this next chapter for the brand. It's a dream come true to launch exclusively in a store that has been a destination on every trip to the US and Europe for this ardent beauty lover. Sephora Time, we’re ready."
Dr Sam Bunting, otherwise known as a "beauty insider’s best-kept secret", is a medical dermatologist. Inspired by seeing how transforming someone’s skin can also transform their attitude, Bunting set out to provide dermatology for specialist skin concerns. However, after seeing patients struggle to find the right skincare for their concerns and to effectively dose active ingredients, she decided it was time to create her brand in 2018.
The product range, complete despite compact, is based on 4 pillars: Cleanse, Activate, Hydrate and Protect. It includes the Flawless Cleanser, Flawless Moisturiser, Flawless Daily Sunscreen SPF 50, Flawless Brightly and Nightly Serums, Flawless Lip (tinted and original), Flawless Neutralising Gel and Flawless Moisturiser Intense as well as the latest innovation: Vitamin C NAD+ Serum.
Victoria Campbell, Managing Director at Dr Sam’s, commented: "Sephora was the natural choice for us given its positioning that embraces innovation, diversity and inclusion. As an accessible luxury brand that focuses on education for all/ spilling the secrets from her Harley St Clinic, and Sam's drive to bring the latest buzz-worthy ingredients into her formulas, we believe there is a great fit between the Sephora customer and D. Sam's.
"We are in the top 10 fastest growing brands on social with the majority of our customers discovering the brand through TikTok, so to launch in the buzziest beauty retailer felt like the perfect partnership. We're excited that Sephora in-store customers will be able to access our new expert AI-powered skin scanner and routine finder to remove the guesswork and find the right solutions for them."
Managing Director at Sephora UK, Sarah Boyd, added: "We are thrilled to be stocking Dr Sam’s award-winning, science-led skincare exclusively at Sephora UK as part of our commitment to providing our customers with new disruptive and exciting brands. Dr Sam is not only one of London’s leading dermatologists but has also become a trusted voice of authority in the skincare world. We are very excited to add the brand to our curated skincare portfolio, and have no doubt that her products will be flying off the shelves across the UK!"
Dr Sam’s will be launching in all Sephora doors, starting with the new Sephora store in Newcastle on 13 September and will launch into both London Westfield Sephora stores in October.
