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Though influencer-founded brands receive a lot of buzz, many remain direct-to-consumer. And, as seen with Addison Rae’s Item Beauty exiting Sephora at the start of 2023, when they do make it to retail, they don’t always succeed. Among those finding success at retail are Summer Fridays founded by Marianna Hewitt and Lauren Ireland, Huda Beauty founded by Huda Kattan, and Refy co-founded by Jess Hunt. With her brands, creator Sivan Ayla (511,000 followers on Instagram and over 49,000 on TikTok) hopes to join this list.
Best known for its tanning products, Ayla’s 5-year-old beauty brand Lux Unfiltered launched at Sephora on Tuesday.
“[Sephora] reached out to us a few years back, [but] we didn’t feel quite ready [to sell through Sephora] as a new brand,” Ayla said. “We felt like we had a lot of work to do, in terms of growing our community, gaining customers’ trust with our products and getting the word out there.”
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