Delectable, a division of the Canadian-based beauty brand Cake Beauty, will be on Target.com on June 1 with its full range of 38 stockkeeping units.
Meanwhile, the company has been rapidly expanding and recently entered 1,000 Shoppers Drug Mart doors in Canada and Kohl’s nationwide in the U.S.
“I came up with the idea for Delectable [in 2013] when I noticed that the retail landscape had changed,” said Heather Reier, founder of Delectable, who noted that the brand is priced from $5.50 to $18. “I felt there was an opportunity within the bath and body category that could bridge the gap between mass and prestige brands. People are shopping differently and there’s that high-low shopping I wanted to take advantage of.”
Cake Beauty, which is at a higher price point than Delectable at $20 to $38, is also growing its distribution. Recently, it launched in 21 Ulta doors with 13 sku’s. This marks the first time the brand has entered a chain retailer in the U.S.
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“We’re rolling into Ulta now and we do have early results from some locations and it’s doing really well,” said Reier, noting that Cake Beauty has experienced double-digit growth since 2014.
Additionally, Cake Beauty has launched a collection of Inca Oil products, which are said to have the highest concentration of omega-3, -6 and -9.
“I’m a big believer in having ambassadors on your side to help drive the messaging and make sure our brand voice is communicated,” said Reier. “Other tactics are social media and gaining ambassadors that way.”