Good news, Free People fans: The brand is branching out into beauty and wellness. Today, it will introduce its customers to its skin-care, cosmetics, and hair-care offerings, plus lifestyle products, like candles and ingestibles. This news comes after a buzzy beauty year from sister brands Urban Outfitters and Anthropologie, so we’re pumped that Free People is getting in on the action.
The best part? The focus is on natural products, and absolutely nothing is tested on animals. The collection, available online and later in stores, will range in price from $6 to $150. Jessica Richards is leading the project as its senior beauty merchant—a fitting choice considering that she owns a specialty beauty store called Shen Beauty in Brooklyn that is chock-full of natural and indie brands.
If you know anything about Free People, you know the vibe. The clothes are bohemian, romantic, and free-spirited. “[The customer] wants to know what’s in her products,” says Richards. Here are a few brands you can expect to see in the mix: RMS Beauty, Smith & Cult, Love + Sage, Pai Skincare, the Beauty Chef, and Moon Juice. Not everything will be available right away, but Richards says to stay tuned.
As for the lifestyle products, she says she’s excited about Wild Medicine’s crystal-infused soap, a Nicole Granato candle that “absorbs negative ions,” and a water bottle with crystals inside. This all sounds extremely on trend with the rise of holistic, alternative approaches to beauty that we’re super into right now.
Over time, the products will be rolled out in select stores (the one in the King of Prussia mall in Philadelphia will be the first location), along with digital content that’ll be associated with each product. Most exciting, a namesake collection that will include both color cosmetics and skin care is in the works. We have to wait on that, though. The initiative won’t kick off until next year.
“Free People was one of the first to describe themselves as a lifestyle brand when we were wholesale in the ’80s. This closes the portfolio on lifestyle—the one-stop shop for everything [the customer] wants,” says Abby Morgan, the company’s director of marketing.
Frankly, it all sounds dreamy, and we’ll be keeping our eyes peeled for all the cool products. “We’re feeding [the customer] what she doesn’t know she wants,” says Richards. It’s true because who knew? We want the crystal-infused soap right this instant.
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