I may not travel farther than the other end of my couch for the holidays, but now I can make it smell like a manor house. DTC candle brand Otherland is headed to IRL shelves in a new Sephora partnership.
- Otherland’s $36 candles will be sold in 140 stores and on Sephora.com.
- It’s the first DTC candle brand to grace Sephora’s shelves.
I don’t think anyone repurposes burned candle wicks for eyeliner. So why’s Sephora getting lit?
“We think of our candles as more than just a home decor product—they meet at the intersection of design and beauty,” Otherland CEO Abigail Cook Stone told Retail Brew.
- “With Sephora’s incredible track record of curating beauty and wellness products [...] expanding our wholesale presence into beauty was a natural next step,” Cook Stone said.
- Plus, the customer who’s splurging on $60 eyeshadow palettes is likely one who appreciates upscale ambiance.
Zoom out: Candles are the exception to a slump in premium scents.Overall fragrance sales dipped in Q2 per NPD data, but candle sales jumped 13%. Sephora’s VP of fragrance merchandising told Glossy that candle sales have climbed at the retailer since March.
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