Dive Brief:
- With a new lineup, DTC brand Public Goods is venturing into skincare, unveiling six affordable products under $15, as confirmed in an email to Retail Dive.
- The collection includes a creme cleanser, a vitamin C serum, a clay mask, a night moisturizer, an eye cream, and a facial mist. Ingredients such as kaolin clay, aloe juice, and coconut alkanes are used in the products.
- To kick off the launch, Public Goods is running a "Made in Nature" campaign showcasing real skin alongside natural ingredients in its products.
Dive Insight:
- After a significant brick-and-mortar expansion last year with CVS stores, Public Goods is making a move into the skincare market.
- The skincare sector has been a bustling space within the DTC realm. In recent months, Walmart brought Bubble's skincare products to 3,800 stores nationwide, while Unilever acquired DTC skincare brand Paula's Choice, and Function of Beauty purchased personalized skincare brand Atolla.
- As major brands and retailers have bought digital-native skincare brands, businesses within the segment have also raised funds to broaden their reach. For example, DTC beauty brand Merit secured $20 million in Series A funding and plans to sell its products at more than 800 Sephora stores by the end of 2021. Skincare company Heyday raised $20 million in Series B funding and aims to open "hundreds of stores" over the next five years.
Affordable Skin Care Line Debuts Under Public Goods Brand, Priced At $15 Or Less
Public Goods has garnered attention for its focus on minimalist, eco-conscious, and refillable goods, appealing to consumers seeking clean, simple, and sustainable options. The brand’s recent updates highlight a growing emphasis on personal care and skincare. In addition to its skincare expansion, Public Goods offers refillable cleaning supplies and personal care products like hair care, hygiene essentials, and tree-free paper products. Some customers appreciate Public Goods for its clean ingredients and eco-friendliness, although there have been mixed reviews regarding annual membership fees. Nevertheless, Public Goods' skincare line launch is set to expand its reach and cater to the rising trend of affordable, natural, and user-friendly skincare products.
- The other major brands and retailers, such as Walmart, Unilever, Function of Beauty, Merit, and Heyday, have also been active in the skincare sector, particularly in the digital-native realm, through acquisitions, expansions, and fundraisings.
- The skincare market, including fashion-and-beauty and health-and-wellness categories, has become a thriving space within the direct-to-consumer (DTC) realm, attracting both established players and new entrants.
- Public Goods, with its focus on minimalist, eco-conscious, and refillable goods, enters the skincare market, offering six affordable skincare products using natural ingredients like kaolin clay, aloe juice, and coconut alkanes.
- As AI advancements continue to impact various industries and sectors, they may potentially influence the skincare market as well, offering personalized skin-care recommendations, predicting skin conditions, or even creating skin-care products tailored to individual needs.
