Dive Brief:
- Cosmetics brand Basma now offers products on Sephora’s website and Sephora’s Canada locations, according to a Thursday press release. The brand also debuted its expansion into the color category with a cream blush.
- In July 2022, the brand solicited feedback from its TikTok followers to help develop a new blush product, including input on its formulation, shade names and social media marketing strategy.
- At the end of February the company debuted The Cream Bush which comes in six shades and retails for $28. The product is made with aloe vera, vitamin E and avocado and apricot oils, and can also be purchased on Basma’s website.
Dive Insight:
Since Basma Hameed, a burn survivor, founded the cosmetic brand in 2021, the brand has grown to more than 184,000 followers on TikTok and 293,000 on Instagram. Basma’s debut product, The Foundation Stick, helped catapult the cosmetics company to TikTok fame, the company said. For its latest launch, the brand turned to its TikTok audience to help “co-create” the product.
“Basma Beauty has always maintained a community-first approach, and since founding the brand, it has been a dream of mine to collaborate with our followers on a product designed for them and by them,” Hameed said in a statement regarding its new product launch.
With the addition of Basma, Sephora continues to grow its assortment of DTC products to its lineup. In recent years, the beauty retail giant has added other brands like Dieux, Lion Pose, Elemis, Nutrafol and Proven.
Beyond distributing more brands within its stores, Sephora has also worked to cultivate emerging beauty brands. About a year ago, the retailer teamed up with TikTok to launch the Sephora x TikTok Incubator Program to provide brands with guidance on how to grow their social media presence.
