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Masstige Skincare Brand Beyou Is Quietly Making A Big Splash At Target And CV



OCTOBER 17, 2023

Good skincare isn’t determined by where it’s sold, at least that’s what consumers today feel. Recent survey data from market research firm Circana shows 67% of them consider skincare brands on the shelves of drugstores and mass-market chains just as proficient as pricier skincare brands carried by department stores.
Beyou Cosmetics is benefiting from the channel blending. Based on the premise that quality skincare doesn’t have to break the bank, the masstige brand that entered Target three years ago, where it doesn’t sell a single product for over $19, has boosted its sales and retail reach. According to co-founder Forty Amsel, self-funded Beyou is profitable, and its revenues have risen more than 100% annually, a rate that far exceeds mass skincare’s growth. For the year ended Aug. 13, Circana estimates mass skincare sales climbed 11.2% to reach $5.3 billion.

Beyou will be in nearly 1,000 Target locations next year, up from 300, and is sold at close to 1,000 CVS locations. In addition, the brand is available at Macy’s online and Anthropologie, but its four stockkeeping units at Anthropologie are currently out of stock. It’s in the process of trying to restock those items soon.

Beyou is available at Target, CVS, Anthropologie and Macy’s’ website. The self-funded profitable brand has seen annual sales climb more than 100%.
“I always thought that paying $40, $50, $60 for a moisturizer, even for me, was pricey. If we want to make it for everyone, it has to be affordable,” says Amsel. “We met the Target buyer before the launch when we had this idea, and we brainstormed the price range that would be successful. We shouldn’t cross the $20 price line to be successful at Target.”

Amsel has a long history in the beauty industry and providing beauty merchandise to retailers. For several years starting in 2010, the Venezuelan entrepreneur distributed brands such as Hard Candy and Urban Decay in South America. As early as 2016, the concept for Beyou was percolating in her mind as she saw the beauty market move toward clean formulas and brands like The Ordinary focused on powerhouse ingredients. She concluded Beyou could carve out a space in the mass market with clean formulas spotlighting powerhouse ingredients.

Amsel says, “We are very much about easy-to-understand ingredients like hyaluronic acid and retinol, and it’s easy to use.”

In 2020, Beyou began with six products: bestseller Caffeine Eye Cream, Vitamin C Face Cleanser, Retinol Night Serum, Peptides Moisturizer, Hyaluronic Acid Gel Moisturizer and Witch Hazel Toner Oil Control. It’s since introduced Niacinamide Daily Moisturizer Mineral Sunscreen SPF 40 and Green Tea Mist & Setting Spray to the selection at Target and on its website. At $22, Vita-Peptides 10-Second Wrinkle Eraser Eye Cream is Beyou’s newest product on its site and its most expensive to date.

“We are very much about easy-to-understand ingredients like hyaluronic acid and retinol, and it’s easy to use.”

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