Amazon continues to attract indie beauty brands

By Deanna Utroske

- Last updated on GMT

© Getty Images / (AnjelaGr)
© Getty Images / (AnjelaGr)
This month, Pour Moi Skincare announced plans to start selling on the multinational ecommerce platform—a move that more and more cosmetics and personal care startups are making since Amazon launched its dedicated indie beauty shop last summer.

Pour Moi Skincare has partnered up with Stella Rising, a marketing and media agency focused on moving clients upward in the consumer-first economy, for its Amazon launch. The agency previously did business as Women’s Marketing Inc. and recently rebranded to broaden its reach: “Understanding the personal needs and passions of smart, sophisticated women has always been a core component of our DNA. Regardless of a brand's target audience, we are focused on delivering results that drive ROI and elevate a brand's performance in today's highly diverse and demanding consumer driven marketplace”​ CEO Andrea Van Dam told the press late last year when Stella Rising was announced.

Partners in progress

The agency’s new raison d'être very much explains why Pour Moi is working with Stella Rising as the skin care brand adds Amazon to its retail strategy. Digital-first and direct-to-consumer beauty brands often talk about meeting the consumer where she is; and there a lot of consumers on Amazon.   

But Amazon presents itself as more than just a site where consumers go to shop; the platform emphasizes its customer service advantages (namely fast shipping) to indie brands. Amazon team members walked the floor at IBE LA last month explaining the platform's benefits and connecting with even more indie beauty brand leaders. And “sellers on the marketplace can use the retailer’s global network of fulfillment centers to store inventory and ship orders to customers,” ​as Kati Chitrakorn notes in an article for​. “While indie brands pay for the service, they avoid the upfront costs of renting their own warehouse space and the complexities of arranging global shipping. Amazon also conducts tracking, returns and customer inquiries, which small companies are often ill-equipped to handle,” ​Chitrakorn explains.

But navigating and leveraging the opportunities and challenges of working with a retailer the size of Amazon can be daunting. Ulli Haslacher, founder of Pour Moi, tells the press that she opted to partner with Stella Rising for her brand's Amazon launch because of the company’s “deep expertise in launching brands on Amazon, with a knowledgeable and accessible team, as well as a comprehensive understanding of the broader beauty consumer and marketplace.”

Value proposition

Pour Moi is commonly known as the world’s first climate-smart skin care brand. And in 2017 Cosmetics Design highlighted Pour Moi​ as brand not to be missed at that year’s Indie Beauty Expo event in New York City.

The brand’s collection of day creams, night creams, and serums are all formulated to correspond to the effects of particular climate conditions: desert, temperate, polar, tropical, etc. It’s a distinctive approach to skin care that Stella Rising sees a niche for in the market place. “We are thrilled to be working with Pour Moi, a rising star brand that fits perfectly with consumer desires for skincare that adjusts to her environment,” ​Van Dam tells the press.

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