Mane

Launched in 2023, the hair tools brand from Ouai founder Jen Atkin has bowed online and at 670 Sephora stores in the U.S. and Canada, marking its first retail partnership. As part of its Sephora debut, Mane’s bestselling Triple Ripple Jumbo Hair Waver is being sold in an interchangeable version with a power base and three styling attachments available separately for purchase.

Other Mane products carried by Sephora are Ready or Knot Detangling Brush, This Totally Blows Ionic Compact Hair Dryer and Three Way Multi-Use Flat Iron. Mane’s products are priced from $15 to $25 for brushes and $50 to $125 for tools.

Sephora would love to replicate the success it had with Ouai. A year following its launch, the retailer rolled out the brand’s products across its entire U.S. store network. In 2021, Ouai sold to Proctor & Gamble for an undisclosed sum. The same year, the brand was forecast to rake in more than $50 million in net sales and more than $80 million in 2022, according to WWD.

Dr. Idriss Skincare

Founded by dermatologist and social media darling Shereene Idriss, Dr. Idriss Skincare has landed at 300 Sephora stores and will join the retailer’s online assortment later this month. The brand’s full suite of products are stocked at the retailer, including its signature Major Fade Solution System consisting of a $48 mask, $68 serum and $58 moisturizer aimed at hyperpigmentation and discoloration. A $38 roll-on serum called The Depuffer is also among the brand’s products at Sephora.

Fueled by Idriss’s community of 3 million-plus social media followers across Instagram, TikTok and YouTube, Dr. Idriss Skincare sold out in less than two days after it premiered in 2022. Originally launched under the name PillowtalkDerm, it rebranded as Dr. Idriss Skincare in January.

Aavrani

Aavrani, a brand rooted in Ayurvedic beauty traditions, has kicked off its presence at Sephora by going live on its website with a four-product haircare collection. Created in partnership with comedian and influencer Lilly Singh, the scalp-focused collection contains $48 Hair Density Boosting Treatment, $35 Hair & Scalp Recovery Oil, $39 Intensive Repair Conditioning Hair Mask, $42 Dry Scalp Rescue Serum and $48 Strength & Density Duo Mini Gift Set.

Launched in the skincare category in 2018 by former Wharton School of the University of Pennsylvania classmates Rooshy Roy and Justin Silver, Aavrani rebranded in 2020 and was forecast to notch more than $1 million in sales that year. In 2022, the brand raised $7 million in series A funding. Skara Ventures and Amplifyher Ventures, an investment firm with Crown Affair and Live Tinted in its portfolio, have invested in Aavrani. Industry sources cited by WWD forecast its haircare collection could generate $10 million in first-year sales.

Brown Girl Jane

Brown Girl Jane is a 2023 graduate of Sephora’s Accelerate program and the recipient of the inaugural Sephora Beauty Grant, a partnership between the retailer and The Fifteen Percent Pledge, the nonprofit advocating for Black-owned brands to make gains at retail, that includes a $100,000 cash prize and year-long mentorship program.

Brown Girl Jane’s selection at Sephora features four of its fragrances: Casablanca Eau de Parfum, Lamu Eau de Parfum, Carnivale Eau de Parfum and Dawn Eau de Parfum. The fragrances are priced from $30 for .35-oz. mini travel sprays to $102 for 50-ml. bottles.

Brown Girl Jane started as a skincare and sexual wellness CBD brand in 2020 before pivoting to fragrance last year. It was profitable from the outset and surpassed $2 million in sales in 2021. According to Crunchbase, the brand raised $3.15 million from Fab Co-Creation Studio Ventures in 2022. Along with Sephora, it’s stocked at Nordstrom, Macy’s, Thirteen Lune and Saks Fifth Avenue.

Elemis

The 35-year-old skincare brand landed at 90 Sephora locations and on the retailer’s site last month with a curated assortment of its bestselling Pro-Collagen line, including Pro-Collagen Cleansing Balm, Pro-Collagen Marine Clean SPF 30, Pro-Collagen Firming Retinol Alternative Renewal Serum, Pro-Collagen Rose Makeup Melting Cleansing Balm and an exclusive Collagen Health Starter Kit. Prices range from $18 for mini products to $140.

A certified B Corp, Elemis has erected a robust distribution network in its more than three decades in business. It’s carried in over 1,200 spas, salons and retailers around the globe. Acquired by L’Occitane in 2019 for $900 billion, Elemis gives its parent company another Sephora sales vehicle, although it’s yet to be determined if it will be a good fit for the retailer, which is now gen Z’s favorite beauty retail destination.

L’Occitane has scored big with Sol de Janeiro at Sephora. The brand is the retailer’s body care leader. Both Elemis and Sol de Janeiro have been growing of late. In the quarter ended December 31, Elemis’s sales increased 14.7% to 87.7 million euros or about $95 million, and Sol de Janeiro’s sales skyrocketed 199.4% to 204.4 million euros or nearly $223 million.

Prada Beauty

Prada Beauty is among a rapidly expanding group of designer label-connected beauty brands. Others designer brands that have broken into beauty in the last few years include Celine, Christian Louboutin, Valentino and Gucci. Prada Beauty made its debut last summer in Europe, where it’s sold at Douglas and Rinascente. On top of U.S. retail launches at Nordstrom and Bloomingdale’s, the brand went live online at Sephora and traveled to 26 Sephora doors last month.

Developed under license by L’Oréal, Prada Beauty’s complete assortment spans luxury skincare, makeup and fragrance items. Its edited product lineup at Sephora is concentrated on makeup and includes $50 Monochrome Soft Matte Refillable Lipstick, $50 Monochrome Hyper Matte Refillable Lipstick, $70 Reveal Skin-Optimizing Refillable Soft Matte Foundation, $80 Dimensions Multi-Effect Refillable Eyeshadow Palette and $50 Moisturizing Lip Balm.