Appliances Are Next Hot Beauty Category for Apparel Retailers

Apparel retailers have hit a sweet spot with consumers by offering more beauty products, especially skin care and makeup. Now they are testing the water with hair-care tools. Last month Anthropologie launched appliances from NuMe to its Beauty and Wellness online offer. This month sister brand Urban Outfitter also added three NuMe appliances. For NuMe, exposure at both retailers puts the brand in front of a larger audience. “Our primary focus has always been to provide professional grade tools that are accessible to everyone — from the expert, who appreciates the high-end quality of our tools, to the first-time user, who can get instant results effortlessly,” said Sabrina Maren, founder and chief executive officer for NuMe. Anthropologie selected the Signature Hair Dryer ($120), the Classic Wand ($79), the Fashionista Straightener ($99), Blowout Boutique Set ($139) and the Power Couple Gift Set ($159). Urban’s offer includes the Dry+Straighten and Curl Travel Set ($159), the Love Wins Flat Iron ($159) and the Love Wins Curling Iron ($99). In addition to the new distribution, NuMe’s lineup is sold on its own web site along with retail partners Macy’s, Ulta Beauty, Bed Bath and Beyond, Target and Kohl’s. NuMe appliances are stocked in physical doors at Ulta Beauty. The

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