Deborah Lippmann Debuts in Sephora with Exclusive Nail Polishes
Deborah Lippmann is launching herself at Sephora this September with an exclusive collection of nail polishes.
"A lot of people think I'm already in Sephora, since it's the place to shop for indie brands," Lippmann told WWD. "But given Sephora's reach, we wanted to prepare adequately to enter Sephora, to be able to fulfill orders properly and keep up with reorders. That required reaching a proper size and having a fair amount of visibility before entering such a big retailer."
The indie brand was founded in 1999 by Lippmann, her husband, Jude Severin and her brother, Mark Lippmann. They felt it had reached that point last year which is when they entered into talks with Sephora.
Lippmann's current nail polishes and treatment items will go into Sephora's full U.S. and Canadian distribution, as well as be available on sephora.com.
"Nail continues to be a focus for us as a category," said Margarita Arriagada, chief merchant for Sephora, calling Lippmann a "nail visionary."
"There is amazing innovation in the industry and it's a compelling play on beauty and expression," Arriagada said.
The four exclusive nail polishes for Sephora are 99 Luftballons, a sparkle-heavy fuchsia; Chasing Pavements, a soft cream gray; She-Bop, a flirty pink cream, and Lilac Wine, a lilac cream. They will launch on sephora.com in August and then be available in stores in September. The cream shades will retail for $17 each, while 99 Luftballons will sell for $19.
"The Deborah Lippmann collection will be announced to our Sephora fans and followers via e-mail, our social channels, Beauty Insider as well as a featured sephora.com dedicated brand page," said Arriagada. "To celebrate the launch, Deborah will host a live chat on Sephora Beauty Talk for our clients and her fans. And in select Sephora stores at our Nail Studio play stations, clients will be able to watch a video and create their own Deborah Lippmann look."