Lululemon is broadening its horizons, venturing into the beauty market, with its new line, Selfcare, debuting this week.
Selfcare consists of four products, an aluminum-free spray deodorant, dry shampoo, face moisturiser and a lip balm, which launched yesterday in 50 Lululemon stores in the U.S. and Canada, on lululemon.com and sephora.com. The products have received the Clean at Sephora standards, which means they are free of ingredients such as sulfates, parabens, pthalates and more. They are also Leaping Bunny-certified cruelty-free.
“Selfcare is an exciting new category for Lululemon, and we remain in the test and learn phase,” Lululemon chief executive officer, Calvin McDonald told WWD. “Guests look to Lululemon to be an expert and an authority on sweat, and this could lead to new guests discovering us as well. We’ll know a lot more after seeing the guest response to this test, in stores, online and through respected partners.”
Lululemon chief product officer, Sun Choe, said the line took more than two years to develop, with much of the process spent testing various product iterations with the retailer’s brand ambassadors called the Sweat Collective, comprised of fitness instructors and pro athletes.
“We want to make products that are adjacent to the sweat life — life on the go, trying to go from gym to work or from the gym to dinner with friends," said Choe.
The Selfcare products, clad in androgynous red and white packaging, are meant to be genderless and appeal to men and women.
Choe said the next wave of Selfcare products are already in development, but stressed that the company is still very much in a learning space. “We want to see if there is this appetite for [beauty] products like this from a retailer like Lululemon.”
Currently, there is no details of when Selfcare will be available in Australia.
