Liz Earle returns to US with Amazon

British skincare brand Liz Earle is returning to the US, launching online at Amazon as it targets expansion. 

Having had a fluctuating presence in the US since its launch in 1995 - most recently through QVC in 2018 - the business previously halted distribution in the market to focus solely on its UK operations, according to WWD.

However, the skincare brand acknowledged that the current beauty environment and trends are now ideal for its return.

"We are thrilled to bring Liz Earle and the products I personally have fallen in love with back to the US market," Melanie Cappella, Chief Marketing Officer for No7 Beauty Company in North America, told the publication.

"Our customers are invested in not only the ingredient profile of the products they use, but also where and how those ingredients are sourced and extracted, and we know that skincare enthusiasts are turning to Amazon more often for unique botanical formulations and convenience."

Since 1995, Liz Earle has been committed to "pioneering natural and ethically sourced skincare".

The brand is best known for its Cleanse & Polish Hot Cloth Cleanser, which Cappella predicts will be a bestseller on Amazon US.

As for further expansion, the company is said to be exploring what could be next in terms of retail distribution.

"[We're] giving people exposure to it before we expand further into brick-and-mortar," Cappella said. "We'll decide over time what the best rollout would be beyond Amazon."