Nordstrom expands beauty assortment with mental health-focused Novara

8 months ago 16

Black-owned luxury and “clean” skin-care brand Novara launched at Nordstrom on Wednesday, intentionally timed to the start of Mental Health Awareness Month.

Founded and self-funded by Reshona Jessamy, Noavara entered the market in September 2023 with an e-commerce site and a focus on bridging the gap between beauty and mental health. Its inaugural collection, the Waterfall line, targets hydration and every product label includes positive affirmations and encouragements for consumers to create affirmations of their own. The products retail for $48-$110, with the full set of five products selling for $380.

Novara’s website lists over 2,200 harmful substances that aren’t included in its product formulations. And 20% of its proceeds are donated to the American Foundation for Suicide Prevention. Jessamy declined to share revenue.

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