Dive Brief:
- As it works to expand its reach, Jennifer Aniston’s DTC haircare brand, LolaVie, has launched at Credo Beauty.
- The expansion marks the brand’s second wholesale partnership in four months, having launched at Ulta Beauty this past May.
- The brand’s full assortment — including the glossing detangler, perfecting leave-in, lightweight hair oil, restorative shampoo, restorative conditioner and intensive repair treatment — are all available at Credo stores and on the retailer’s website.
Dive Insight:
LolaVie is steadily building out its roster of wholesale partners as it looks to reach new customers.
The hair care brand shares the same commitment to offering clean products as Credo beauty, Meghan Lim, senior merchant at Credo, said in the announcement.
Credo focuses on a clean offering where all potential products must meet the Credo Clean Standard, which looks at things like sourcing, safety and sustainability.
"When we were developing LolaVie, it was essential to me that our products had to be free of all the bad stuff - parabens, silicones, sulfates, and more," Aniston, founder of LolaVie, said in a statement. "And of course, at the top of the list, cruelty-free as well. I admire Credo's commitment to offering good-for-you products that give you results. They truly go above and beyond to ensure products are safe for consumers and that resonates with our mission at LolaVie."
Several other celebrity-backed brands have met the Credo Clean Standard and are carried at the retailer: EleVen by Venus Williams, Henry Rose by Michelle Pfeiffer, Goop Skincare & Beauty by Gwyneth Paltrow, Sienna Naturals by Isa Rae, and Humanrace by Pharrell Williams.
The partnership also comes as Credo expands its physical footprint.
Credo opened a new location earlier this month in the Venice area of Los Angeles and is set to open a new store in Seattle this week and another in the Silver Lake neighborhood close to downtown Los Angeles in the fall.
Aniston’s company, formed in 2021 during the pandemic, is one of a number of celebrity-backed brands that have launched in just the past few years. The acceleration of e-commerce combined with the onset of COVID-19 played a major role in the rapid growth of such brands as people spent more time at home and more time shopping online.
A recent report on celebrity-backed brands by global commercial real estate firm JLL revealed that 53% of all celebrity retail brands are in the beauty category, and nearly 60% of all celebrity retail brands were founded in the last six years, the report found.
