Ries Launches as Sephora’s First Reusable Travel Bottle Brand – WWD

Ries Launches as Sephora’s First Reusable Travel Bottle Brand – WWD

Travel-friendly magnificence a site that has lengthy been ripe for growth simply garnered one in every of its most important wins so far.

Ries, a model whose identify was extracted from the phrase “toiletries,” has been lassoed by Sephora as the primary reusable journey bottle companion, and can launch on-line at sephora.com on Tuesday.

“Ries is constructed for girls and folks in the best way that we really journey,” stated Ries founder Megan Graham, who was previously the wonder market director at Vogue. “Historically the bottles within the magnificence business have been constructed on single-use, low cost, cheap virgin plastics They’re not constructed for the performance that Ries supplies.”

A member of the 2021 Sephora Accelerate cohort, Ries launched as a direct-to-consumer enterprise in February 2022 with its Essential Travel Bottle, which retails for $18 for the unique 3.4-oz. bottle, or $15 for the 1.7-oz. model.

“We need to flip touring with toiletries right into a extra premier expertise,” Graham stated. “It ought to really feel like a present and a stupendous factor that you just’re doing for your self, and never simply, you recognize, the burden that it will possibly typically be once you’re packing. There should not be the sensation of, like, I’m half of myself, or that I’m an incomplete being simply because I’m on the transfer,” continued the founder.

It was Graham’s personal long-standing, bereft packing expertise that sparked the thought for Ries, which seeks to convey a sustainable and utilitarian strategy to on-the-go magnificence.

Recalled Graham, “I used to be working at Vogue and my self-importance was virtually like this coveted little magnificence closet of its personal, and but I used to be nonetheless going by means of this similar state of affairs of shoving my magnificence merchandise into little plastic bottles from Duane Reade and writing on them with a Sharpie.”

Ries’ bottles are available a forest inexperienced shade known as “Escapade,” and shoppers can select from a set of pre-crafted labels to engrave every bottle in accordance with its meant product use at no further value.

While Ries’ product portfolio presently consists of the Essential Travel Bottle in its two sizes, Graham hinted that further colorways and sizes might be on the horizon. She stated Sephora is strictly the retail companion she envisioned she would forge the model’s — and the class’s — subsequent steps with.

“In phrases of development with Sephora, there’s simply a lot there,” Graham stated. “We’re type of studying collectively and bringing forth a complete new period of sustainability, reusability and determining what that might seem like collectively.”

In addition to having the ability to buy particular person bottles, shoppers should purchase Ries bundles such as The Gym Set, The Hair Set and The Skin Set, which every consists of three bottles and begins at $45.

While Graham didn’t touch upon gross sales expectations, business sources estimate Ries may do between $1 million and $2 million in its first 12 months in the marketplace.

“It is only a stunning object that may sit in your shelf together with your Frederic Malle and your La Mer and all of those stunning merchandise, however it will possibly additionally get thrown within the bag and go together with your Cetaphil, too,” stated Graham. “She can do all of it.”

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