January 25, 2021

Lilah B Branches Into Lifestyle Channels

Lilah B is branching out.
The ingredient-conscious beauty brand just launched at sephora.com and Free People, but it’s also plotting a move into the lifestyle channel with Revolve and Mark and Graham.
“This is going to give us exposure to the woman who may not necessarily be walking into Barneys or Sephora to find Lilah B,” said founder and chief executive officer Cheryl Yannotti Foland. The brand had previously experimented with non-beauty channels with Intermix pop ups, she said, but has primarily been focused on prestige distribution through Barneys New York, Neiman Marcus, Net-a-porter and HSN.
“We definitely needed those distribution channels to solidify and get the brand awareness of prestige. We will continue brick-and-mortar rollouts, particularly with Sephora,” Foland said. “We’d like to get a read on how the brand performs in each of these environments, both in store and online, and then talk about into 2018 and 2019, where the brand goes,” Foland said.
Lilah B adds an additional high-end, non-toxic color range to Free People’s assortment, according to Jessica Richards, who handles the retailer’s beauty offerings. For Mark and Graham, Lilah B marks its foray into beauty, a category it plans to continue to grow, noted Kate Lesher, vice president and

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