Winky Lux joins the ranks of digitally native brands launching at Target. Unlike many of the DTC beauty brands that have launched at the retailer, Winky Lux made the jump into retail early with Nordstrom, Sephora, Ulta, Macy’s, Bloomingdale’s, and two branded stores in New York City and Nashville.
“We are proud that our brand has been able to transcend both mass and luxury channels. We think it’s indicative of a changing retail landscape where the customers demand more convenience in luxury shopping as well as better trend discovery in mass shopping. All of our retail strategy is driven by the customer’s needs and these are the places that she’s telling us she wants to shop the brand. We are excited to meet her there!,” said Winky Lux CEO and founder Natalie Mackey.
The fast-beauty brand was launched in 2015 by beauty industry outsiders. Having no preconceived ideas on how beauty brands “should” be launched allowed the brand to follow an untraditional manufacturing cycle that served the trend-driven model and their fickle millennial beauty market.
While the brand certainly falls into the digitally native camp, they haven’t fallen into the DTC trappings of eschewing retail. In fact, the brand raised a $2 million seed round in 2017 and a $6 million Series A to support growth, of which retail expansion has played a big part.
The brand is now expanding from specialty beauty retail and department stores, launching in big-box retail with Target. Winky Lux will launch in-store and online with over 68 SKUs under the Target Clean designation. Similar to Winky Lux’s own stand-alone experiential stores, the collection at Target will feature signature bold displays, including neon signs, an oversized lipstick factice, and an eye-catching display the Flower Balm.
Photo: via Winky Lux