“We believe that beauty is a strategic area of growth for Kohl’s,” says Doug Howe, Kohl’s Chief Merchandising Officer, in this week’s media release about Lauren Conrad Beauty, “and we see a tremendous opportunity ahead, as consumers are investing in clean ingredients and beautiful products that bring a seamless sense of joy and self-expression to their new routines.”
And this addition to the retailer’s beauty business is expected to do well, given Conrad’s longstanding partnership with Kohl’s: “We’re committed to continuing to deepen our focus on beauty and are so thrilled to launch the new Lauren Conrad Beauty line with Lauren, who has been a wonderful partner and business driver for many years,” says Howe.
Kohl’s has for over 10 years carried The LC Lauren Conrad lifestyle brand and more recently brought in home décor products; so Conrad’s branded items at the department store now span categories from apparel, footwear, jewelry, accessories, through to bedding, bath, etc.
Lauren Conrad Beauty launched D2C in August 2020
The new brand will be at Kohl’s on October 9 but has been available on the new brand’s D2C site since August.
“Beauty is something I’ve always had a passion for and this launch was especially exciting for me as it’s my first beauty collection, born from my desire for clean beauty products with recyclable packaging that make you look great and feel confident,” Conrad tells the press.
“After working with a team of experts to produce a clean, vegan, and ethically sourced line,” she says, “I’m so proud to share that Lauren Conrad Beauty will now be offered at Kohl’s, to make this beauty line even more accessible and to empower more women to embrace their own beauty.”
The new brand’s product portfolio covers skin care, color cosmetics, bath and body care as well as makeup accessories.
The collection shown online at LaurenConrad.com features only color, with products such as eyeliner, eyeshadow, mascara, lip gloss, and blush.
