This is the department store’s first foray into private label beauty, according to the media release announcing the soon-to-launch Les Essentiels brand.
“Hudson's Bay has earned the trust of our customers by consistently delivering quality products and knowledgeable service as part of our beauty experience,” says Catherine Kelly, vice president of cosmetics at Hudson's Bay.
“This first signature beauty line for Hudson's Bay is an opportunity,” says Kelly, “to not only offer our own point of view on simple yet sophisticated beauty essentials, but to also partner with and a champion Canadian talent like Brittny who has proven herself through her deep expertise and passion for the industry.”
Brittny Robins and Hudson’s Bay team up on Les Essentiels beauty collection
Hudson’s Bay carries Robbins’ own brand Flawless by Friday, a skin care and makeup line she launched in 2016. So the store’s new Les Essentiels brand, created in collaboration with Robbins, will benefit from that brand’s popularity and success.
“Hudson's Bay was the first major retailer in Canada to pick up my beauty line,” Robbins tells the press. “And I am truly honoured,” she says, “to collaborate with them to launch their first private label range of beauty and makeup products.”
The Les Essentiels collection is, fittingly, starting out small. There are 9 products, including brushes and accessories, priced between $25 and $65. The collection comprises, at least in part: a serum, a face and eye primer, a mascara, a brow gel, a universal colour stick, a lip serum, under-eye masks, a makeup brush set, and beauty bag featuring a Hudson’s Bay stripe design.
“The collection,” explains Robbins, “is specially-designed to bring together dynamic natural ingredients and functionality through an inclusive selection that will help Canadians feel their best and most confident selves.” Les Essentials will be in store and online this month.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.